Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.
In today’s topics;
- Essence of Africa brings an immersive coastal event to Malindi
- Ghana’s Tourism Minister lays out bold growth strategy with industry
- AI and data intelligence take center stage at Arabian Travel Market
Essence of Africa 2025: Immersive Coastal Event in Malindi
Essence of Africa 2025 is set to take center stage in Malindi, Kenya, from October 7th to 9th. Hosted at the beachfront luxury venue Diamonds Malindi, the event offers a refreshing mix of business and coastal charm. Organizers ATTA® Events and On Show Solutions aim to connect top African travel suppliers with international buyers, all while spotlighting the potential of Kenya’s Indian Ocean jewel.
The event will feature 38 pre-scheduled one-on-one meetings for participants, bringing together 150 buyers and 150 exhibitors. This setup provides a focused marketplace for forging meaningful partnerships and fueling growth in African travel. Building on the momentum of its 2024 debut, which drew attendees from 37 countries, the 2025 edition expects higher numbers and deeper engagement.
Networking isn’t confined to conference rooms. The setup at Diamonds Malindi emphasizes open-air interactions, regional discovery, and authentic engagement—ideal for meaningful conversations and collaborative energy. Seminars and educational sessions will run alongside meetings, offering insight into market trends and sustainability in tourism.
Essence of Africa aims to reshape how the world views African destinations—showcasing their depth, beauty, and business potential. For those keen to join this curated gathering, applications are now open at the official Essence of Africa website.
Ghana’s Tourism Minister Unveils Growth Plan: Collaboration & “Black Star Experience”
Ghana’s Minister of Tourism, Culture, and Creative Arts, Abla Dzifa Gomashie, met with key players from the MICE industry on May 8, 2025, to shape a unified vision for the future. Held at the National Theatre’s Exhibition Hall, the meeting was a platform for candid dialogue and problem-solving. Industry stakeholders voiced concerns around funding gaps and insufficient infrastructure, pushing these issues to the top of the minister’s list of priorities.
Minister Gomashie underscored collaboration across agencies as a necessity, not a luxury. She made it clear that her office is committed to working hand-in-hand with industry players to address the sector’s pressing challenges. Conversations throughout the session were marked by honesty and openness, setting the tone for a more inclusive approach to policy and planning.
Central to the discussions was the “Black Star Experience”, an initiative designed to spotlight Ghana’s cultural richness to the world. With roots in heritage storytelling and immersive experiences, the project aims to drive cultural tourism, create jobs, and unlock new revenue channels for the country. This initiative is being positioned as a cornerstone for Ghana’s push to become a top-tier cultural destination.
The meeting brought together diverse voices, from tourism federations to hotel and film industry associations. Each presence added weight to the shared goal of building a vibrant, forward-facing MICE landscape in Ghana. The momentum gained from this dialogue signals not just intention, but a willingness to rewrite the playbook with unity and bold ideas.
AI & Data Intelligence: Shaping the Future of Middle East Travel
The Arabian Travel Market in Dubai recently hosted a private roundtable that gathered top industry minds to discuss the evolving role of artificial intelligence and data in tourism. Organized by the Global Travel and Tourism Resilience Council in partnership with Mabrian Technologies and the Almawave Group, the session focused on “Successful Market Strategies With AI and Data Intelligence.”
Voices from across the region and beyond—including Visit Oman, NEOM, the Pacific Asia Travel Association, and major consultancies like McKinsey & Co.—shared how AI and data are reshaping destination management and strategy. The discussion went beyond the tech jargon and focused on actionable insights, real-world problem-solving, and the operational challenges of adopting intelligent systems.
One consistent thread through the conversation was leadership. Not just in title, but in vision—how industry heads must steer their organizations towards cohesive data ecosystems and long-term partnerships. Companies like Almawave and Mabrian stressed the importance of working hand-in-hand with local stakeholders to ensure that innovation is rooted in regional realities.
The roundtable underscored a steady truth: data and AI aren’t just buzzwords. Their true value lies in how effectively they’re applied—and that will require ongoing collaboration across sectors to fully unlock their potential.
That’s it for today.