Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.
In today’s topics;
- Fresh ways to market events to Gen Z and Millennials
- Wellness-driven meeting formats reshape the attendee experience
- Travel influencers rally at ATM 2025 in Dubai
5 Secrets to Marketing Events to Gen Z & Millennials
Attracting Millennials and Gen Z to African MICE events demands more than recycling old marketing tricks. With this group soon dominating the workforce, a fresh, authentic strategy is non-negotiable. Start with a critical look at your branding. Websites, logos, and marketing materials that feel stale need bold, creative updates that speak directly to younger audiences in a casual, approachable voice.
Social media is your next battleground. While Facebook has its place, platforms like Instagram, TikTok, YouTube, and Snapchat are essential territory. Prioritize mobile-friendly, video-driven content—quick updates via Instagram Stories can often have more impact than long-form articles. Emojis can add a relatable, light-hearted touch, but use them wisely to avoid seeming out of touch.
Building an advisory group of young minds—employees, volunteers, or event attendees—can offer genuine insight. Their feedback can help fine-tune your programming and marketing while showing public appreciation reinforces that their voices matter. It’s not about chasing trends; it’s about real conversations and authentic engagement.
In the drive to connect with a younger audience, authenticity must lead the way. Gimmicks fade fast, but real connections last. As the African MICE industry evolves, staying real and relatable will make the difference between fleeting interest and lasting impact.
Reimagine Meeting Wellness: Fresh Ideas for Attendee Well-being
The African MICE industry is taking bold steps towards more holistic meeting experiences, with wellness now a core focus rather than an afterthought. Organizers are blending learning with mindful activities, creating spaces where attendees can nourish their mind, body, and spirit alongside their professional growth.
Event programs are being thoughtfully redesigned. Late-afternoon wellness activities like breathwork or chair stretches now bridge the gap between work sessions and evening events, combating fatigue and restoring energy. Two-part breaks that combine movement with snack time and email check-ins are becoming standard practice, promoting a healthier rhythm throughout the day.
Wellness offerings are extending far beyond yoga mats and fitness challenges. Environmental, social, career, and even financial well-being are part of the agenda, with personal coaching sessions and unexpected activities like aura readings making appearances. Some events even sprinkle in a bit of playful charm with creative ideas like goat yoga.
As Africa’s meetings industry evolves, the emphasis on reimagining attendee wellness is refreshing and overdue. By nurturing the whole person, events are becoming not only more energizing but also more deeply memorable.
ATM 2025: 150+ Travel Influencers Networking in Dubai
Over 150 travel influencers are set to gather at the Informal Influencer Networking Session during Arabian Travel Market (ATM) 2025 in Dubai. Scheduled for April 30th, the event offers a hands-on opportunity for creators and brands to meet, collaborate, and grow their presence in the travel space. Hosted by NaviSavi, a platform specializing in user-generated short travel videos, the session emphasizes the value of strategic partnerships in today’s competitive marketing landscape.
Sally Bunnell, CEO and Founder of NaviSavi, highlights the importance of collaboration between brands and creators to build impactful, authentic travel narratives. The networking session is designed to facilitate these connections, inspire trend-driven conversations, and help participants widen their influence through compelling content.
Beyond hosting the networking session, NaviSavi is also partnering officially with ATM 2025. They will moderate a panel discussion about the critical role influencers play in shaping travel experiences and decisions. Attendees can visit NaviSavi’s booth (HC3008) in the Hotels area for direct meetings with their team.
Since its start in 2019, NaviSavi has expanded globally, housing over 150,000 geolocated videos from 5,000 creators across 180 countries. The company is currently raising $1.25 million to drive its next phase of growth. Registration for the networking session remains open for influencers and brands eager to participate.
That’s it for today.