Cruise Tourism in West Africa Gains Ground as Ethiopian Airlines Eyes Sharjah
Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.
In today’s topics;
- Cruise tourism strengthens across West Africa
- Ethiopian Airlines adds Sharjah to its route map
- WTM Africa 2024 hits record-breaking attendance
Discover West Africa: A Rising Star in Cruise Tourism
West Africa is stepping into the spotlight as a promising destination for cruise tourism, offering an appealing mix of cultural richness and natural beauty. As cruise lines seek less conventional and less crowded routes, geopolitical disruptions and the pushback against overtourism have made the region a timely alternative. Countries like Senegal, Gambia, Ghana, and Togo are drawing attention with their scenic coastlines and deep-rooted heritage.
Major cruise operators such as Azamara, Oceania Cruises, and Crystal Cruises are now including West African ports in their itineraries. This increased interest is triggering upgrades across the region’s port infrastructure. Sao Vicente in Cape Verde has opened a new cruise terminal, while Nigeria’s Lekki and Côte d’Ivoire’s Abidjan are expanding to meet expected demand. These developments not only enhance visitor experience but also open doors for stronger economic ties and regional visibility.
At the heart of this growth lies a conscious shift toward sustainable tourism. With industry leaders promoting responsible travel and community-focused initiatives, West Africa is aligning itself with the values of the modern traveler. The region’s cruise tourism momentum is also creating fresh possibilities for the MICE sector, bridging gateways for new conferencing, networking, and investment opportunities.
Tourism’s Future: How Education & Industry Can Collaborate
Is tourism education in Africa preparing students for the real world of meetings and hospitality? This was the central question at the recent Travel, Hospitality & Tourism Education Summit in Lusaka, Zambia. Industry experts, educators, and organizations like the International Labour Organisation agreed—there’s a growing gap. Many educators lack hands-on experience, and schools often rely on outdated materials and struggle with limited infrastructure. These issues make it hard to align training with what today’s fast-changing MICE sector demands.
The solution? Stronger collaboration between schools and the industry itself. Speakers advocated for hospitality professionals to play an active role in shaping the curriculum. From front desk management to kitchen operations, students need to learn directly from experience, not just textbooks. Chef Martin Kobald of World Chefs emphasized mentorship and real-world growth pathways as vital in building meaningful hospitality careers.
South Africa and Kenya were spotlighted for blending tourism into school systems successfully. Technology, including AI, was recognized for its potential in education, though caution was raised about over-dependence. Across the board, the call to action was clear: ongoing, structured dialogue between educators and the tourism industry is essential. Only then can Africa produce skilled professionals ready to lead in the global MICE landscape.
Ethiopian Airlines Expands to Sharjah: New UAE Flights Starting June 2025
Ethiopian Airlines will launch a new route to Sharjah, UAE, starting June 1, 2025.
The flights will run four times a week using Boeing 737 MAX aircraft, adding ease for MICE professionals traveling between East Africa and the Gulf.
With departures from Addis Ababa on Tuesday, Wednesday, Friday, and Sunday nights, and returns from Sharjah on the following mornings, the schedule is clear and consistent for planning.
The airline’s CEO, Mesfin Tasew, highlights this route as a strategic expansion, deepening their footprint in the Middle East.
They already operate over 100 weekly flights across 17 regional destinations.
Sharjah brings fresh potential, not just for travelers, but for trade and cultural exchange as well.
For African event organizers and attendees, the added connectivity to the UAE translates to fewer travel hurdles.
The move invites new partnerships and simplifies logistics for hosting or attending business events in one of the Gulf’s most accessible cities.
As the meetings industry looks to cross borders more seamlessly, Sharjah’s modern infrastructure and proximity to larger hubs make it a practical choice.
WTM Africa 2024: Record-Breaking Attendance & Exhibitors from 96 Countries
WTM Africa 2024 wrapped up its 11th edition in Cape Town with its highest attendance ever, marking a powerful milestone for Africa’s meetings and tourism industry. The Cape Town International Convention Centre was abuzz with energy as 742 exhibitors from 96 countries connected with thousands of buyers and professionals.
A remarkable 82% of buyers were first-time attendees, and buyer attendance jumped by 27%, showing growing global interest in African destinations. Thirteen new countries participated, forging fresh routes of collaboration and opportunity. This expansion included notable entries from Latin America, Europe, Asia, and the Middle East, underlining WTM Africa’s widening footprint.
With over 38,000 meeting requests and key endorsements from city leadership, the event reinforced its role as a major economic driver for Cape Town and beyond. As planning begins for 2025’s even bigger edition, WTM Africa strengthens its position as a cornerstone for MICE growth and trade on the continent.
That’s it for today.