Story by Yolanda Moyo
MICE tourism, a niche segment of the tourism industry that encompasses Meetings, Incentives, Conferences, and Exhibitions, is rapidly emerging as a major economic driver for Bulawayo province.
Bulawayo also boasts of a strategic location, infrastructure and rich cultural heritage.
The province recently got a huge boost after hosting this year’s edition of the Sanganayi/ Hlanganani World Travel and Tourism Expo.
Economic experts believe the sector has a significant multiplier effect, boosting local businesses, creating jobs and contributing substantially to the provincial Gross Domestic Product (GDP).
Economic analyst Dr Lifa Maphosa said the sector’s impact extends beyond the immediate event itself, generating a ripple effect that benefits various industries, including hospitality, transportation, and entertainment.
“On a long term scale we see business operations improve becoming more marketable to the greater Zimbabwe because of the competition that MICE tourism brings in Bulawayo. It leads to product innovation within the Bulawayo market to attract business from within,” he noted.
Another analyst, Mr Stevenson Dlamini said the overall impact of MICE tourism on Bulawayo’s gross domestic product is substantial.
“As the city attracts more MICE events, it can position itself as a regional hub for business tourism, attracting additional investment and economic activity.”
Players in the entertainment and food industry, emphasised the positive impact of MICE tourism on the sector.
Businessman Brian Samuriwo said, “When MICE events come to town, our restaurants, bars, and entertainment venues experience a significant increase in business. Delegates are looking for unique experiences, and we’re able to showcase the best of what Bulawayo has to offer. The money we get from the influx has been a game changer in the development of infrastructure at leisure centers in Bulawayo so that they always remain competitive and provide the most valuable experience for the visitors.”
“Large-scale conferences and exhibitions bring in a significant influx of visitors who require dining, entertainment and leisure activities. This creates a demand for our services, driving business and supporting local job creation. For us that are in the entertainment sector, we ensure that during these times we provide shows that will entertain our clients and doubling as an accommodation provider it is a plus for us. We are always looking forward to these meetings,” noted another businessman, Jordan Dube.
Government highlighted its commitment to developing MICE tourism infrastructure in Bulawayo.
“The recent approval of the upgrade of the Zimbabwe International Exhibition Centre is a major step forward in our efforts to position Bulawayo as a premier destination for MICE events. By investing in modern facilities, we can attract larger and more prestigious conferences and exhibitions. This investment aligns with our broader vision of positioning Bulawayo as a leading MICE destination in the region,” the Permanent Secretary for Bulawayo Provincial Affairs and Devolution, Mr Paul Nyoni stated.
Bulawayo is set host a number of conferences and exhibitions next month, including the rescheduled Mine Entra and the ZANU PF National People’s Conference, which are set to generate a ripple effect that benefits various industries.
By focusing on MICE tourism, Zimbabwe aims to position itself as a competitive destination in the regional market, potentially transforming its tourism industry and broader economy.
