Ghana Eyes Medical Tourism, Kenya’s Cruise Tourism Expands, Namibia Faces AFCON Audit

Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.

In today’s topics;

1. Ghana bets on healthcare to attract regional patients
2. Kenya deepens coastal tourism with cruise ship arrivals
3. Namibia reviews spending after failed AFCON co-hosting bid

Ghana’s Medical Tourism Rise: Affordable Healthcare in West Africa

Ghana is positioning itself as West Africa’s rising destination for medical tourism, driven by a mix of affordability, improved healthcare, and strategic location. The country is heavily investing in modernizing medical facilities like Korle-Bu Teaching Hospital and Ho Teaching Hospital, aiming to deliver world-class specialist services. Patients from neighboring countries are already taking notice, especially as Ghana strengthens its health sector to attract international patients.

Its accessibility plays a strong role—Kotoka International Airport offers easy connections to Europe, the Americas, other parts of Africa, and the Middle East. Add to that Ghana’s mild climate, growing wellness and herbal medicine sector, and a government commitment to infrastructure and branding, and the country is steadily crafting a compelling case for medical travelers.

With a global medical tourism market expected to reach $55.83 billion by 2025, Ghana’s proactive approach is timely. The focus is now on building trust, maintaining high care standards, and creating a seamless healthcare experience anchored in Ghanaian warmth and hospitality.

Luxury Cruise Ship Docks in Mombasa: Kenya’s Tourism Boom Continues

Kenya’s coastal city of Mombasa welcomed the luxury cruise ship MV Crystal Symphony on March 31st, bringing 600 passengers eager to experience the country’s attractions. The two-day stopover opened doors to excursions to Tsavo National Park, cultural deep dives in Mombasa’s Old Town, and rich historical tales at Fort Jesus. Souvenir shopping and vibrant local interactions added to the memorable visit.

This marked moment is part of Kenya’s broader push to position itself as a key player in global cruise tourism. June Chepkemei, CEO of Kenya Tourism Board, affirmed that cruise tourism forms a cornerstone of the country’s diversification strategy within its tourism portfolio. It’s a path toward greater economic impact and broader international exposure.

With continued partnerships, including those between the Kenya Tourism Board and Kenya Ports Authority, the sector shows strong potential. Mohammed Osman Ali, Mombasa County’s tourism executive, remains confident that cruise ship arrivals will exceed previous years by 2025. The Cruise Tourism Strategy is set on boosting Kenya’s visibility through global events and close collaboration with cruise operators, placing the country on the radar for more travelers seeking unique coastal and cultural experiences.

Namibia’s Failed AFCON Bid: N$4.7 Million Under Scrutiny

Namibia’s attempt to co-host the 2027 Africa Cup of Nations with Botswana has ended in scrutiny. Despite initial excitement around the bid, attention has now turned to the N$4.7 million spent by Namibia during the process. The actual expenditure, clarified by Erastus Haitengela, was much lower than early suggestions of more than N$30 million, but still falls under question due to the lack of return on investment.

The costs included N$3.4 million on operational expenses such as travel and accommodation for the bid’s technical team and N$1.2 million paid to Botswana for a facilities audit. A more serious issue emerged with consultancy fees ballooning from an approved N$7.6 million to N$46.4 million—nearly 40% of a revised N$116 million budget. When stadium upgrade estimates reached N$4.8 billion and broader infrastructure projections hit N$12 billion, Namibia decided to withdraw from the co-hosting project in 2023.

Botswana is now pursuing its own investigation after spending P65 million (N$86 million) on the failed bid. A parliamentary committee will analyze procurement practices, audit trails, and ensure spending aligns with international standards. The collapse of this high-profile bid underscores the need for transparent governance and rigorous financial planning in future MICE endeavours across Africa.

African Aviation’s Rise: How Marketing 5.0 Fuels Growth

Africa’s aviation industry is gaining momentum, with Marketing 5.0 shaping how airlines operate and connect with people.
This next-gen approach blends artificial intelligence, data analytics, and human-centered thinking to transform customer engagement and streamline operations.
Passenger traffic has jumped by 15% in 2024, according to AFRAA, and that’s not by chance—it reflects deeper, smarter strategies now at play.

In December alone, traffic rose by 12.4%, driven by a solid 10.6% growth in international journeys and 5.5% in domestic travel.
These numbers aren’t just stats; they show that personalized, tech-enhanced experiences are now expected by travelers.
With IATA also confirming a 13.2% annual rise, it’s clear that intelligent marketing is shaping industry success.

Marketing 5.0 isn’t just for promotions—it redefines how airlines build relationships.
From predictive analytics to augmented reality, airlines are applying these tools to create tailored, seamless journeys.
For a continent where air travel is key to economic expansion and connectivity, this isn’t just evolution—it’s an essential shift.

That’s it for today.