MICE Africa: Your Specialized Partner for Event Planning & Management Across Africa

In today’s read;

1. Global jazz icon Montreux sets its African stage in Franschhoek
2. ATTA teams up with The Long Run for greener tourism
3. Air Zimbabwe boosts its Harare–Dar es Salaam link

Montreux Jazz Festival Hosts First African Edition in Franschhoek

The Montreux Jazz Festival is set to make its anticipated African debut.
Franschhoek will host this significant event, marking a new chapter for the renowned festival.
It will unfold across three days, from March 27 to 29, 2026.
The Western Cape’s Cape Winelands region will welcome an array of international and local performers.
This gathering promises to draw a discerning audience, keen on music and culture.
It represents a major addition to Africa’s event calendar.

Organisers anticipate attracting between 15,000 and 20,000 visitors over the three-day period.
This influx is expected to significantly benefit the local economy.
Accommodation providers, dining establishments, transport services, and retail sectors will experience increased activity.
The selection of Franschhoek as the host location reflects its robust infrastructure, accessibility, and existing creative networks.
This event aims to foster local artistic collaboration and rich cultural exchange.
It will ensure direct community participation and long-term advantages for local residents and businesses.

Industry leaders view this festival as a pivotal moment for regional tourism development.
David Frost of SATSA highlights its essential role in driving high-value travel beyond traditional tourism circuits.
He notes that such events are crucial for stimulating regional demand and geographic spread across the country.
They also contribute meaningfully to community upliftment through job creation and entrepreneurial opportunities.
These benefits are expected to extend across the entire tourism value chain.
Ensuring a seamless, high-quality visitor experience is paramount for encouraging repeat visits and greater spending.

FEDHASA Cape’s Lee-Anne Singer affirms the Western Cape’s strong capability to host global-scale experiences.
She predicts extended stays and regional travel will be common, reaching across the winelands, coastal areas, and safari destinations.
The positive influence for local communities, employment, and small suppliers will be considerable.
Operational readiness, encompassing infrastructure, staffing, service quality, and safety standards, is a primary focus.
Collaborations with the Western Cape government, Wesgro, and local tourism bodies are ensuring a consistent, high-quality visitor experience.
This initiative strengthens Franschhoek’s positioning as a year-round cultural destination.
It also enhances global visibility and the creative economy of the entire region.

ATTA, Long Run Partner on Africa Tourism Sustainability

Africa’s vibrant tourism sector is taking a decisive step towards a more sustainable future.
The African Travel & Tourism Association (ATTA) has officially partnered with The Long Run, a respected global network dedicated to advancing sustainable tourism.
This collaboration marks a significant moment, aiming to cultivate regenerative tourism practices across the entire continent.
It underscores a shared vision for an Africa where economic growth and environmental stewardship move hand-in-hand.
For the MICE industry, this signals a growing emphasis on responsible practices that will shape future event destinations.

Central to this new alliance is The Long Run’s acclaimed 4Cs sustainability framework.
This comprehensive model meticulously addresses conservation, community, culture, and commerce.
ATTA’s extensive network, which includes a broad spectrum of accommodation providers, tour operators, and destination marketing specialists, will now integrate these vital principles.
The strategic goal is to empower ATTA members directly.
It provides them with the essential knowledge, practical tools, and crucial networks needed to embed regenerative practices deep within their operational core.

Kgomotso Ramothea, CEO of ATTA, rightly described this partnership as pivotal for Africa’s evolving tourism narrative.
Under the terms of their memorandum of understanding, ATTA will assume the role of a global ambassador for The Long Run.
This involves actively sharing valuable resources, insightful case studies, and specialized training with its diverse membership.
In return, The Long Run commits to providing its proven sustainability tools, offering discounted memberships, and facilitating rich peer learning opportunities.
A series of joint initiatives are already planned, including informative webinars, detailed case study exchanges, and hands-on workshops tailored for tourism enterprises.
These are designed for those eager to accurately measure and significantly improve their sustainability performance.

Anne-Kathrin Zschiegner, Executive Director of The Long Run, emphasized that enduring success is inherently dependent on balanced ecosystems and thriving communities.
This strategic partnership aims to help more operators translate their good intentions into tangible, measurable impact on the ground.
For the MICE Africa community, this collaboration reinforces the continent’s appeal as a destination that champions responsible development and offers authentic, impactful experiences.
It sets a new, elevated standard for how business is conducted within the meetings and events industry.
This commitment ensures Africa remains a compelling choice for purpose-driven gatherings that truly resonate with delegates and event planners alike.

Air Zimbabwe increases Harare-Dar es Salaam flights thrice-weekly.

Air Zimbabwe has significantly enhanced its flight schedule connecting Harare and Dar es Salaam.
This notable change took effect on November 6.
The airline has now moved to offering services three times a week.
Previously, travellers had options only on Tuesdays and Saturdays.
A crucial additional flight has been introduced on Thursdays.
This expansion is a direct response to a consistently growing demand on this route.
It represents a positive step forward for regional air connectivity.
Such strategic adjustments reflect a strong belief in the corridor’s potential for growth.
They also fundamentally support the broader movement of people and commercial activities.
This increased frequency makes travel more accessible for a range of purposes.

Dar es Salaam is recognized as a formidable economic hub within East Africa.
It acts as a pivotal entry point for business engagements across the wider region.
Beyond its commercial prowess, the city is steadily solidifying its position as a key destination for meetings and conferences.
This increased flight frequency directly benefits professionals within the MICE sector.
It offers significantly more choices for delegates planning their attendance at various events.
Strengthening the air bridge between Zimbabwe’s capital and Tanzania’s largest city is vital.
It facilitates smoother, more efficient access for international attendees and participants.
This improved accessibility can have a tangible positive impact on event attendance figures and overall success.
It clearly underscores the expanding opportunities for collaborative ventures within the African MICE landscape.
Such direct links are essential for fostering a vibrant regional business environment.

The airline’s official statement highlighted that this enhancement offers greater flexibility and convenience.
This is particularly pertinent for those undertaking business travel.
However, individuals travelling for leisure also stand to gain considerably from these expanded choices.
The introduction of a new Thursday flight intelligently breaks up the week.
It allows for more diverse travel itineraries and the possibility of shorter, more focused stays.
This level of flexibility is absolutely critical for professionals managing demanding business schedules.
It provides crucial support for both pre-planned and urgent meetings, along with critical engagements.
For event organizers and planners, it translates into a broader spectrum of accessible travel windows.
This ultimately makes Dar es Salaam a more compelling and practical destination for hosting their important events.
It simplifies logistics and enhances the overall delegate experience.

Strategic increases in flight capacity, like this one, are fundamental pillars of Africa’s ongoing growth narrative.
They directly align with and support the continent’s ambitious objectives within the MICE industry.
Enhanced air links are crucial catalysts for fostering deeper economic integration and enriching cultural exchanges.
They streamline processes, making it considerably easier for businesses to connect, operate, and thrive across national borders.
Air Zimbabwe’s proactive decision contributes significantly to building a more robust and resilient regional travel network.
It unmistakably signals a commitment to facilitating easier, more efficient movement for all categories of travellers.
This collective effort is instrumental in laying stronger foundations for future MICE opportunities and collaborations.
It also ensures that Africa remains increasingly competitive on the global stage for hosting significant events.
These thoughtful actions are indispensable for fully unlocking the vast potential inherent in African destinations.
They pave the way for sustained development and engagement across the continent.

That’s it for today, thank you for reading.