In today’s read;
- Zimbabwe and Zambia link arms for MICE growth
- South Africa locks in major 2026 tourism event dates
- SA’s tourism budget under the microscope
Zimbabwe & Zambia Boost MICE Tourism Through Associations’ Partnership
Zimbabwe and Zambia are joining forces to elevate their MICE tourism sectors.
Africa’s Eden and the Southern African Association for the Conference Industry (SAACI) are partnering to create more opportunities for MICE events in the region. A joint regional event is planned for Livingstone in February 2026. This collaboration will provide shared promotional platforms and speaking engagements for members of both organizations. The partnership aims to connect businesses and boost the overall MICE experience.
This initiative aligns with the Zambian and Zimbabwean governments’ broader focus on growing their MICE industries. Zambia recently conducted a study to understand how MICE tourism can stimulate economic growth and diversify the country’s tourism offerings. The study will be used as a guide to better the infrastructure, simplify regulations, and attract more investment. Zambia’s MICE sector already saw a significant 67.5% revenue increase between 2021 and 2023. Zimbabwe is also actively promoting itself as a MICE destination, showcasing its existing facilities and potential for future development.
Experts believe that both countries have excellent potential for MICE growth. Zimbabwe, in particular, is looking to develop more world-class facilities, mirroring the success of other African cities such as Cape Town, Accra, and Addis Ababa. The MICE sector is viewed as a key avenue to attract high-spending travelers and boost tourism numbers. The combined efforts of these associations and the respective governments promise a bright future for MICE tourism in the region.
Meetings Africa & Travel Indaba 2026: Boosting Business Tourism in South Africa
South Africa is gearing up to host two major tourism events in 2026: Meetings Africa and Africa’s Travel Indaba. Meetings Africa, from February 23rd to 25th in Johannesburg, will focus on business tourism, bringing together international decision-makers and industry professionals. The event will explore trends, innovations, and sustainable practices within the MICE industry, aiming to boost Africa’s profile as a leading business destination.
Africa’s Travel Indaba, taking place in Durban from May 11th to 14th, will showcase Africa’s diverse cultural offerings and tourism potential to a global audience. This event will connect tourism operators, hospitality providers, and international buyers, fostering partnerships and exploring innovative marketing strategies to meet evolving traveler demands. Both events are expected to significantly benefit South Africa’s economy.
The strategic timing of these events reflects South Africa’s commitment to capitalizing on the post-pandemic resurgence in global tourism. These events will not only generate immediate economic benefits but also contribute to long-term growth through increased international exposure and investment. A key focus will be on sustainable tourism practices, emphasizing eco-friendly operations and responsible travel initiatives.
Both events aim to strengthen intra-African tourism cooperation, facilitating collaborative partnerships and knowledge sharing. By leveraging digital technologies, the events will also help equip stakeholders with tools to enhance traveler experiences, optimize operations, and effectively market African destinations on the global stage. The goal is to reshape international perceptions of Africa, showcasing its diverse offerings and securing its position as a leading player in the global tourism market.
South Africa’s Tourism Budget: MICE Targets, Marketing ROI, and Transformation Focus
South Africa’s tourism budget, totaling €110 million, is sparking debate.
A significant portion (€62.2 million) is allocated to SA Tourism’s marketing, with campaigns showing increased website traffic and domestic travel. However, concerns remain about the lack of demonstrable return on investment and a strategic focus on domestic tourism. Critics argue that superficial campaigns won’t fix deeper sector problems.
The budget also funds destination development and support services (€15.8 million each), including job creation initiatives. However, job creation targets are significantly unmet, with only a fraction of planned opportunities realized. This shortfall is viewed as a major setback given South Africa’s high unemployment rate.
Furthermore, delays in reviewing key tourism policies and the slow implementation of transformation funds are causing concern. The government aims to address these issues with stricter timelines and accountability measures for future projects, including a focus on supporting community tourism initiatives.
The plan also includes boosting the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. This involves refining major events like Meetings Africa and Africa’s Travel Indaba to attract a more diverse range of exhibitors and securing more MICE events, particularly in rural areas. The goal is to generate €5.7 million in economic impact.
That’s it for today, thank you for reading.