…As SACCI reaffirms collaboration
As tourism stakeholders prepare to converge for the 7Th Africa Business Tourism and MICE Masterclass 2024, this year, the organisers are focusing on equipping businesses on how to monetise their businesses through sustainable revenue generation in MICE. The 7thand 2024 edition of the event will be held in Johannesburg, South Africa from July 16-17, 2024.
Executives and officials of convention bureaux, tourism departments, tourism boards/authorities, municipalities, tourism development agencies, meeting planners, professional conference organisers, professional event organisers, destination marketing companies, MICE industry suppliers, youth and women in tourism, students, SMEs, entrepreneurs and start-ups in Africa travel and tourism are expected to participate in the masterclass.
Since inception in 2018, over 1500 African industry professionals have participated in the programme. The masterclass is the only pan-African focused MICE and business events professional development and training programme in Africa. Designed and delivered annually as a professional development and refresher programme by renowned African and international industry practitioners and professionals, strategic partners for the programme include: BDO, ICCA, Southern Africa Association of Conference Industry, UN Tourism and SITE Africa, among other partners.
UN Tourism acknowledges that the MICE sector is one of the fastest growing sectors of the global tourism industry. The success of any business/MICE destinations and organisations is hinged on the competencies of specialist knowledge possessed by its workforce, hence the need for the masterclass. It is therefore against this background that African Tourism Partners (ATP), the organiser, has designed and ready to deliver the annual Africa Business Tourism and MICE Masterclass.
Themed, “Unlocking optimal economic value and revenues for Africa MICE Destinations and Businesses”, this year’s diverse and comprehensive masterclass will be presented by a faculty comprising some of the world’s most experienced leaders and experts in the MICE industry. Some of the speakers include: Adele Hartdegen, CEO, Rand Show, South Africa, Professor Dimitrios Buhalis, Bournemouth University Business School, UK, Angelique Smith, CEO of Event Synthesis International, Papy Luzala, head of commercial & government affairs, Africa, Nicanor Sabula, CEO, Kenya Association of Travel Agents (KATA), Edward Abankwa, founder/CEO, Pinnacle Sports and Events Management, UK and more.
The professional development programme is expected to provide a holistic view of the opportunities for the Africa MICE industry. It will focus on among others, current issues, trends and key standards, while providing a tangible approach in leveraging current and future opportunities. It will equip delegates with a clear picture of what Africa MICE Tourism Industry is (and is not) as well as all the essential practical knowledge and skills delegates need to be successful in their businesses.
Participants will get the opportunity to participate in pre-arranged and on spot one-to-one” business to business sessions. As well, desktop exhibition space is available on first come first serve basis. Group registration for SMMEs and students are set to benefit from a massive discount offered by the organisers.
On the other hand, ATP has welcomed Southern Africa Association for the Conference Industry (SAACI) as its strategic partner for the MICE masterclass again this year. SACCI has continued to assist ATP in delivering the training curriculum for Continuing Professional Development since its inception seven years ago.
The masterclass’s major goal is to provide a forum for skill development, peer learning, one-on-one business development, and networking for businesses, industries, governments, and academics, as well as to engage in relevant conversations.
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