Africa boosts business tourism with MICE masterclass

17-08-25

Africa is preparing to take a significant leap forward in the business tourism and MICE (Meetings, Incentives, Conferences & Exhibitions) sectors with the upcoming eighth edition of the Africa Business Tourism and MICE Masterclass, scheduled for August 27–28 at BDO’s headquarters in Illovo, Johannesburg. Organized by Africa Tourism Partners, this annual event has become the continent’s leading platform for professional development, industry innovation, and public-private collaboration.

The audience includes representatives from convention bureaus, tourism boards, government agencies, event planners, service providers, and hospitality professionals from across the continent. Alongside small and medium enterprises, entrepreneurs, students, and women leaders, the event brings together a diverse ecosystem. With over 1,500 participants in previous editions, the Masterclass has solidified its role as a catalyst for business and incentive tourism growth across Africa.

Over two intensive days, attendees will engage in a comprehensive agenda designed to enhance skills, explore global trends tailored to the African context, and build strategic partnerships. The program features interactive sessions, expert panels, hands-on workshops, networking opportunities, B2B meetings, and exhibition zones. The primary goal is to equip participants with practical tools and insights to boost performance, increase competitiveness, and drive sustainable business initiatives.

This year’s content focuses strongly on revenue generation, global market positioning, technological innovation, and digital transformation, with a clear emphasis on sustainable practices. For the organizers, the Masterclass is a key opportunity to firmly place Africa on the global MICE map, fostering projects that contribute to regional economic development.

BDO will host the event as a key partner, with support from prominent organizations such as ICCA, SAACI, UN Tourism, SITE Africa, and South African Tourism. These alliances ensure that the Masterclass aligns with global industry standards and creates synergy with major stakeholders to strengthen the MICE industry in Africa.

The event also actively promotes participation from young professionals, entrepreneurs, and students, who are offered special rates. This inclusive approach encourages emerging talent to take part in shaping a renewed and diverse industry, injecting fresh perspectives into the sector’s future.

With its modern infrastructure and strong regional connectivity, Johannesburg provides the ideal setting for this Masterclass. The goal is for attendees to leave with actionable knowledge that can drive meaningful transformation in their home markets—facilitating the creation of innovative MICE products, services, and destinations throughout the continent.

The eighth edition of the Africa Business Tourism and MICE Masterclass ultimately reflects the continent’s commitment to becoming a prominent global destination for business events. It promotes strategic partnerships, sector professionalization, economic impact, and sustainability—key components in building an industry poised to become a pillar of Africa’s long-term development.

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