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Press Release: 5th & 2022 Africa MIBCE Masterclass: Sharpening The Skillset Of Africa's MICE Sector

Updated: May 3, 2022

Some of the global and renowned Business Events and Tourism experts from Africa, UK Europe and the rest of the world will share their expertise on 28 February at 5th and 2020 Africa Business Tourism and MICE Masterclass at this year’s Meetings Africa.

Among the 2022 faculty are Désirée Baltussen, Chief Business Development Officer, ICCA - Netherlands, Dr. Rob Davidson, Managing Director, MICE, Knowledge – UK, Desire Loumou, Senior Expert, Trade in Services, AfCFTA Secretariat – Ghana, Amanda Kotze-Nhlapo, Chief National Convention Bureau Officer - South African Tourism, Prof Nellie Swart - University of South Africa, Rob Kucera, Director, East Africa, Radisson Hotel Group & Complex General Manager - Kigali Convention Centre, Daryl Keywood, Managing Director, Walthers Destinations Business Solutions - Africa and Christelle Grohmann, Director BDO, South Africa, Linda Pereira, Managing Director, CPL Events Portugal and Hamza Farooqui . CEO, Millat Investments & Hyatt Rosebank.

The MICE Masterclass which has been a permanent fixture of Meetings Africa in the last five years is set to once again deliver sector changing session to discuss how the global pandemic influenced the MICE industry and how it is planning to come back stronger than ever, with input from industry leads. Being hosted in collaboration with South African Tourism and BDO South Africa, the goal for 2022 course is to help delegates make sense of the way ahead as the world starts to open again.

The course further aims to skill beginners and new entrants into Africa Business Travel and MICE Industry and, also to upskill Business Travel and MICE tourism professionals, practitioners, operators, and executives in Africa. With the year 2022 marking a turning point yet with several unknown scenarios and new rules of the MICE game, it has given confidence for the industry that the recovery of the sector may be well ahead of expert predictions. This has made this year’s masterclass a must attend for industry practitioners to apprise themselves with the latest trend and how to adapt going forward.

Another key highlight is for delegates to gain insights into strategies for business continuity and industry revival from a MICE and business tourism sector perspective. This year’s programme will share more light on new approaches bidding, innovative venue and events management, business development, incentive travel and novel MICE business models in the “new normal” are also some of the key areas of discussions among several others.

As a Continuing Profession Development programme, the masterclass serves as an avenue to bring together experts across the international MICE sector to dialogue, explore and share practical measures as well as sustainable interventions for the recovery and survival of the MICE and Business Events sector in Africa. Ultimately, the programme will provide a holistic view of the opportunities for the Africa MICE industry.

The course will be delivered in a highly interactive manner with strict adherence to COVID 19 protocols and safety.

Why attend ABTMM?

2022 Masterclass is crucial for the following:

Analysing the global trends and opportunities in the Meetings & Business Events industry for the African industry.

• Guiding professionals to craft strategies and tactics focused on growing arrivals, sales, revenues and conversion future of events and meeting tourism as the engine of economic recovery for COVID-19.

• Offering a platform for destinations, convention bureaux, convention and conference centres, hotels and others to show case innovative and sustainable products and solutions that are driving forward MICE industry.

• Allowing dialogue, gaining new insights, networking and ultimately creating a pathway for more innovative industry.

• Inspiring and demonstrating how destinations and Africa MICE and Tourism leaders and professionals should develop a roadmap for the future of the industry.

• Look into how Africa MICE industry in COVID-19 era is benchmarked against the rest of the world

The CEO of Africa Tourism Partners Kwakye Donkor says, the Masterclass seeks to sharpen the skillset of practitioners and adequately prepare them for the transition and post covid recovery.

Participants will include Chief Executives, Senior Executives, General Managers, Chief Marketing Officers, Sales & Marketing Directors, Heads of Departments, Corporate Sales Managers, Meeting Planners PCOs, DMCs, Event Managers and exhibition Directors among others.

Since its inception in 2018, the annual Pan-Africa Business Tourism & MICE Masterclass (ABTMM) in collaboration with BDO South Africa and partnership with South African Tourism, the Masterclass has grown from strength to strength. It has brought over 700 industry professionals, practitioners, youth, SMMEs and Convention Bureau as well as National Tourism officials to learn, share experiences and knowledge as insights on how to collectively grow intra-Africa MICE/Business together.

Participants will include Chief Executives, Senior Executives, General Managers, Chief Marketing Officers, Sales & Marketing Directors, Heads of Departments, Corporate Sales Managers, Meeting Planners PCOs, DMCs, Event Managers and exhibition Directors among others.

For registration and further information please contact: Ms. Nozipho Dlamini

Email: Tel/WhatsApp: + 27 81 303 7030 /+27 11 318 1741

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