Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.
In today’s topics;
- Rwanda targets luxury tourism beyond gorillas
- Ethiopian Airlines enhances VIP travel with new BBJ2 jet
- We Are Africa 2025 launches Local Trade Day for regional travel professionals
Rwanda’s Luxury Tourism Boom: Beyond Gorillas, a High-End Experience
Rwanda is redefining its tourism industry, expanding beyond mountain gorilla trekking to a high-end, low-impact model.
At the “Spotlight: Rwanda” panel during WiT Africa in Cape Town, industry leaders emphasized Rwanda’s commitment to sustainable luxury tourism. James Bailes of Singita and Fouad Caunhye of RwandAir praised the seamless collaboration between the government and private sector, making investment and development in Rwanda remarkably efficient. Bailes shared Singita’s journey in building Kwitonda Lodge near Volcanoes National Park, a project shaped by strong government support and a clear national vision for conservation-led tourism.
In addition to tourism, Rwanda is positioning itself as a tech and business hub, with Kigali Innovation City driving digital transformation. RwandAir’s growing connectivity, supported by a strategic partnership with Qatar Airways, further strengthens Kigali’s role as a regional transit center. The nation’s proactive approach—whether in tourism, aviation, or technology—reflects a well-orchestrated strategy with long-term growth at its core.
Ethiopian Airlines Launches Luxury BBJ2 Jet for VIP & Charter Flights
Ethiopian Airlines has introduced a Boeing BBJ2 business jet to enhance its VIP and charter flight services.
Designed for corporate leaders, diplomats, and private travelers, the BBJ2 offers a high-end experience with a customized VIP interior, long-range fuel tanks, and a 19-seat commercial or 32-seat private configuration. The aircraft also features state-of-the-art in-flight entertainment, Wi-Fi, and premium catering. Ethiopian Airlines Group CEO Mesfin Tasew emphasized that this addition aims to elevate their charter service, providing unparalleled luxury and flexibility.
The move strengthens Ethiopia’s position in premium air travel and aligns with the growing business aviation market in Africa. Sameer Adam, head of Xinatis Consulting, noted this as a strategic step bridging commercial airlines and executive jets. With this expansion, Ethiopian Airlines is setting a new standard for corporate travel and event logistics in Africa.
We Are Africa 2025: Local Trade Day Connects Southern African Travel Pros
We Are Africa 2025 introduces a dedicated Local Trade Day, bringing Southern African travel professionals together with top suppliers from across the continent. Taking place at DHL Stadium in Cape Town from May 9th to 13th, this expanded five-day event offers structured networking and informal engagement, ensuring lasting industry connections.
Up to 200 local professionals will participate, each with 15 pre-scheduled appointments to maximize interaction. Beyond meetings, the event provides insights into the latest travel services and products, with a supplier presence led by Southern Africa (54%), followed by East Africa (33%), North Africa (4%), Central Africa (2%), and the Indian Ocean islands (7%).
Attendees range from destination management company owners and product managers to high-performing travel consultants and top South African agents. It’s an invaluable opportunity to connect, collaborate, and strengthen relationships within the African MICE sector.
That’s it for today.