Is Africa ready for MICE takeoff?

This past week, Johannesburg played host to Meetings Africa 2025 at the Sandton Convention Centre, reinforcing Africa’s position as a rising force in the global MICE (Meetings, Incentives, Conferences and Exhibitions) industry. 

In an inspiring address, South Africa’s Tourism Minister, Patricia de Lille, boldly declared Africa as a premier destination for hosting world-class events, including the upcoming G20 Summit in Johannesburg in November this year.

The G20 Summit marks a historic moment as it will be the first time the gathering is held on African soil.

This underscores Africa’s increasing role in global economic leadership and its capability to host high-profile international events.

In addition to the G20, the continent will also host COP15 in Victoria Falls, Zimbabwe, in July.

Already, this year, Mining Indaba was held in February while Global Citizen took place in Rwanda last weekend and will have another edition in Lagos.

Africa’s Tourism Indaba will take place in May.

These major events, along with countless others scheduled across Africa in 2025, reinforce the continent’s growing influence in the MICE sector.

Numbers speak for themselves

Minister De Lille highlighted the economic impact of Meetings Africa, revealing that the event contributed approximately R420 million to South Africa’s economy in 2024, with R215 million injected directly into Johannesburg’s economy.

Globally, the MICE industry was valued at an estimated $523.3 billion in 2023, with South Africa’s market share valued at $6.6 billion.

These figures illustrate both the potential and the existing contributions of the sector to economic growth.

Beyond individual nations, Africa as a whole stands at the threshold of a golden era for business tourism.

With the right investments and strategies, the continent can capture a larger share of the lucrative MICE industry.

However, realising this potential requires a concerted effort in three key areas: infrastructure, policy and marketing.

Three key actions for MICE competitiveness

Infrastructure development and connectivity

Despite Africa’s undeniable appeal and rise as a conference destination, inadequate infrastructure continues to be a limiting factor.

To compete with MICE giants like Europe, North America and Asia, Africa must enhance its convention centres, airports and transport networks. Investments in world-class venues, reliable digital connectivity and efficient logistics are critical.

For instance, Kigali has made significant strides by positioning itself as a leading MICE hub through the development of the Kigali Convention Centre and improvements in aviation connectivity.

Other cities must follow suit, ensuring seamless access to international visitors.

Supportive policies and incentives

Governments must actively support the business events sector by providing incentives such as tax breaks, simplified visa processes and financial backing for large-scale international conventions.

South Africa’s ability to secure the G20 Summit and other big events demonstrates what is possible when governments prioritise MICE tourism.

African countries should streamline visa regulations to make it easier for delegates to attend conferences.

A single MICE visa for African countries, similar to the Schengen visa model in Europe, would revolutionise business tourism on the continent.

Aggressive global marketing, bidding strategy

Africa must actively compete for major global conferences and exhibitions through aggressive bidding strategies and international marketing campaigns. Countries such as South Africa, Rwanda, Kenya and the northern African countries of Egypt and Morocco have successfully attracted global events, but more destinations need to enter the game.

To achieve this, African tourism ministries, tourism boards and private sector players must collaborate in hosting international roadshows, leveraging digital marketing and building strategic partnerships with global event organisers.

The rise of platforms like Meetings Africa provides a powerful tool to promote Africa as a business events hub.

Promising future for Africa’s MICE industry

The continent must seize this moment with the world turning its eyes toward Africa for major summits, conferences and exhibitions. A thriving MICE industry has immense economic benefits, driving job creation, investment and international visibility.

As Minister De Lille aptly stated, "The G20 Summit is more than just an event – it is a statement to the world that Africa is ready to take its rightful place in global economic leadership."

If Africa acts strategically on infrastructure, policy and marketing, it will not only host world-class events but also reshape global perceptions, placing the continent at the heart of international business and tourism.

The time to act is now. Africa’s MICE moment has arrived.