Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.

In today’s topics;

1. UN Tourism eyes AI to fuel $1.2T tourism growth
2. Ethiopian Airlines opens Addis-Hyderabad route
3. Hyatt reports spike in Middle East MICE demand

AI and Innovation: A $1.2 Trillion Boost for African Tourism

Artificial intelligence is poised to significantly boost Africa’s economy, particularly within the tourism sector.

By 2030, AI could contribute an additional $1.2 trillion to the continent’s GDP. This growth is fueled by Africa’s youthful population, projected to comprise 42% of the global youth population by that time.

The UN Tourism Commission for Africa recently emphasized the need for strategic action to leverage this potential. Digital innovation, skills development, and youth empowerment are identified as crucial elements for success in establishing Africa as a leading player in global tourism.

Harnessing the creativity and energy of Africa’s young people is key to building a sustainable and technologically advanced tourism industry. This is not merely about economic growth, but also about creating a future where African nations benefit responsibly from tourism’s expansion. The UN’s message is clear: the time for Africa to act and embrace this opportunity is now.

Ethiopian Airlines Expands to Hyderabad: Boosting India-Africa Connections

Ethiopian Airlines has further expanded its reach into India.

A new passenger route connecting Addis Ababa and Hyderabad launched on June 16th.

This marks the airline’s sixth destination within India, strengthening the travel link between Africa and this key Asian market.

Flights will operate three times a week, offering increased convenience for passengers traveling between the two regions. The airline’s CEO, Mesfin Tasew, anticipates this expansion will significantly benefit trade and tourism. This new route adds to Ethiopian Airlines’ already substantial presence in India, where they currently operate over fifty weekly flights to five other major cities.

Hyatt’s Middle East MICE Bookings Surge: Experiences Drive Growth

The Middle East is experiencing a significant rise in demand for Meetings, Incentives, Conferences, and Exhibitions (MICE) events.

Hyatt Hotels has reported a substantial increase in MICE inquiries across the region, exceeding 42,000 requests in 2024. This growth is driven by a shift towards experience-focused business trips. Companies are prioritizing events that offer immersive cultural encounters, wellness activities, and opportunities for genuine connection, moving beyond traditional, purely business-oriented meetings.

The United Arab Emirates leads this trend, with nearly 24,000 inquiries, while Saudi Arabia also shows remarkable progress with a 10% increase in inquiries. This reflects broader regional development and investment in tourism and business infrastructure. Venues like the Grand Hyatt Dubai, boasting extensive event spaces, are key players in attracting these corporate clients.

Hyatt’s success stems from its focus on integrating work and leisure. Their “Together by Hyatt” platform facilitates the creation of engaging and enriching events, seamlessly blending local culture, cuisine, and wellness into the business experience. This includes unique activities ranging from culinary experiences to wellness retreats. Further, the increasing demand for bespoke hotel buyouts, offering privacy and complete customization, is a trend Hyatt is actively addressing with flexible event packages. The future looks bright, as Hyatt is positioned to capitalize on the global rise in business travel spending and the growing desire for immersive, personalized MICE experiences.

That’s it for today.