Story by Yolanda Moyo
The highly anticipated 17th edition of the Sanganai/Hlanganani World Tourism Expo kicked off in Bulawayo this Wednesday, attracting over 400 exhibitors drawn from seven countries.
The first day of Africa’s premier tourism exchange was marked by the Zimbabwe Meetings, Incentives, Conferences, and Exhibitions (MICE) masterclass, where industry experts gathered to share notes on how to improve MICE tourism in the country.
MICE tourism is one of the fastest-growing sectors of the global tourism industry, worth between US$650 billion to US$700 billion, with Africa accounting for an estimated US$13 billion.
With Zimbabwe seeking to tap into MICE tourism to boost the tourism sector, the chief executive officer of Africa Tourism Partners, Mr Kwakye Donkor highlighted the importance of policy implementation and government leadership in driving MICE tourism growth.
He said, “One critical thing is to get leadership from the top, from the presidency, all the key ministries, so that it becomes a vision for the country and not just for the ministry responsible for tourism. The second step is to make sure the private sector is behind that particular niche because the truth is the private sector has to go out there and bring in the businesses.
“So, getting the government leadership, having that vision of building or establishing Zimbabwe as a MICE destination, the private sector must be a collaborator in that process. Another critical area is to look at the infrastructure around the infrastructure coming twofold with all what I would call the physical infrastructure, looking at the building, the conference centres, the hotels up to standard, because you are competing on a global scale, and you are going to fight with everyone, so your tourism and MICE infrastructure must be comparable with the rest of the world.”
The Industrial Development Bank of Zimbabwe (IDBZ) highlighted the need for financial grants to support MICE tourism development.
“Access to funding is crucial for businesses operating in the MICE sector. There is need to commit to providing financial assistance, including grants and loans, to capacitate in MICE tourism enterprises and facilitate their growth. By harnessing the potential of MICE tourism, the country can attract international delegates, boost its economy, and enhance its global reputation as a tourism hotspot,” said IDBZ’s director, Independent Evaluation Department, Mrs Irene Goto.
Representing Minister Barbra Rwodzi, the Deputy Minister of Tourism and Hospitality Industry, Honourable Tongai Mnangagwa underscored the significance of MICE tourism as a cluster within the broader tourism sector, with the potential to be a powerful driver for economic growth and development in Zimbabwe.
He said, “MICE tourism can serve as a catalyst for economic development by generating revenue, creating jobs, and fostering international collaboration. By strategically investing in MICE infrastructure and services, we can position Zimbabwe as a preferred destination for global events. MICE tourism, which is also regarded as business tourism is not only a vital component of our tourism landscape but also a powerful driver for economic growth and development in Zimbabwe. It creates significant business opportunities for our nation, fostering collaboration and innovation across various sectors.
“Thus, by attracting international conferences and exhibitions, we will not only be showcasing Zimbabwe as a premier destination but also facilitating partnerships that enhance our local industries. As a subsector, MICE tourism has the potential to attract an influx of visitors, thereby contributing to tourism revenue generation, stimulating job creation, contributing meaningfully to our GDP, and reinforcing the importance of tourism in our national economy.”
The four-day expo is expected to drive new investments, partnerships and initiatives that will contribute to the development of Zimbabwe’s tourism sector and the wider regional economy.
