Welcome to the MICE Africa daily read for MICE professionals doing business in Africa.
In today’s topics:
- Ghana’s business leaders push innovation for global competitiveness.
- Rwanda expands its luxury tourism strategy beyond gorillas.
- Ethiopian Airlines introduces a BBJ2 jet for VIP and charter services.
Ghana’s Business Future: Innovation Key to Global Success
Ghana’s business landscape is evolving, and innovation is at the heart of staying competitive.
Dr. Daniel McKorley, CEO of McDan Group, stressed the need for businesses to embrace technology, data-driven strategies, and customer-centric approaches. Speaking at the launch of the National Sales Leaders Conference (NSLC) 2025 in Accra, he emphasized that success lies in understanding customer needs, providing relevant solutions, and delivering constant value. Sales, he noted, has moved beyond transactions to relationship-building, making it crucial for businesses to equip their sales teams with the right tools and skills.
NSLC 2025, set for August 20-22 at the Accra International Conference Centre, will bring together 2,500 attendees and 52 industry experts to explore sales excellence in a rapidly changing market. Convenor Michael Abbiw highlighted ethical selling as a key competitive advantage, while Dr. Ernest Ofori Sarpong reinforced the critical role of strong sales teams in organizational success. Businesses looking to thrive in today’s global market will find this an essential platform for learning and networking.
Rwanda’s Luxury Tourism Boom: Beyond Gorillas, a High-End Experience
Rwanda is redefining luxury tourism with a high-value, low-impact model that extends beyond gorilla trekking. At WiT Africa in Cape Town, industry leaders discussed the country’s strategic approach, blending conservation, hospitality, and economic growth. Singita’s James Bailes shared how Rwanda’s proactive leadership led to the development of Kwitonda Lodge, a high-end retreat near Volcanoes National Park. The government views tourism as a tool for conservation, ensuring that development aligns with environmental sustainability.
Air connectivity is key to this expansion. RwandAir, with recent investment from Qatar Airways, is strengthening Kigali’s position as a regional transit hub. The airline now serves 23 destinations across 20 countries, supporting Rwanda’s tourism ambitions. A new $1.3 billion airport is set to accommodate up to 14 million passengers by 2032, reinforcing the country’s long-term vision for sustainable tourism and economic growth.
Beyond wildlife, Rwanda is building a reputation for innovation and cultural tourism. Kigali Innovation City is driving tech investment and job creation, while Kigali itself is emerging as a vibrant cultural destination. Akagera National Park offers a Big Five safari experience, and Nyungwe Forest is one of Africa’s most pristine rainforests. With seamless collaboration between government and private enterprise, Rwanda operates with a singular focus on strategic growth. As panelists noted, this small nation continues to surprise the world—not just with its conservation success but with its bold, forward-thinking vision.
Ethiopian Airlines Launches Luxury BBJ2 Jet for VIP & Charter Flights
Ethiopian Airlines has introduced a Boeing BBJ2 business jet to its fleet, elevating luxury travel across Africa.
Designed for VIPs and exclusive charter services, the jet targets high-profile clients such as government officials and corporate leaders. With a fully customized interior, superior in-flight entertainment, Wi-Fi connectivity, and premium catering, it promises an unmatched experience in private air travel. The BBJ2, based on the 737-800 platform, also boasts long-range fuel capacity, ensuring seamless international journeys.
Ethiopian Group CEO Mesfin Tasew emphasized that this addition underscores the airline’s commitment to top-tier travel solutions. The move is set to bridge commercial aviation and the executive jet sector, offering the African MICE industry new opportunities for high-end event planning and corporate mobility.
ILTM Africa 2025: Cape Town’s Luxury Travel Summit
ILTM Africa 2025 returns to Cape Town from April 6th to 8th, set against the elegant backdrop of the Norval Foundation. This exclusive gathering brings together top-tier international luxury travel buyers and Africa’s finest travel brands. It’s a rare opportunity to forge meaningful connections and drive real business growth in the luxury travel sector.
Face-to-face meetings remain at the heart of ILTM Africa, ensuring direct access to decision-makers in luxury leisure, corporate, and entertainment travel. Attendees include private travel designers, outbound tour operators, and concierge services – professionals actively seeking exceptional African experiences. The buyer selection process is rigorous, ensuring only those with genuine purchasing power take part.
Beyond the meetings, ILTM Africa 2025 will explore sustainability, technology, and innovation through thought-provoking discussions led by industry leaders. With networking sessions and high-level forums, the event offers a chance to refine strategies, discover new products, and stay ahead in the evolving luxury travel market. Mark your calendar and be part of Africa’s luxury travel conversations.
That’s it for today.