Africa Tourism Partners, in collaboration with BDO South Africa, UN Tourism, and the Southern Africa Association of Conference Industries (SAACI), has officially unveiled the comprehensive programme and expert faculty for the 9th Africa Business Tourism and MICE Masterclass. This flagship continental capacity-building event is scheduled to take place from the 25th to the 26th of June 2026 at the BDO Offices located in the Wanderers Office Park in Illovo, Johannesburg. As the African Meetings, Incentives, Conferences, and Exhibitions (MICE) industry experiences a massive upward trajectory, with the global market projected to reach over two trillion dollars by 2036, this year’s masterclass lands at a critical evolutionary juncture for the sector.
The 2026 curriculum focuses heavily on high-stakes revenue optimization, sustainable business tourism development, cross-border business linkages, and integrating cutting-edge artificial intelligence to enhance profitability across the continent. The upcoming edition features an unparalleled lineup of international industry leaders and executive decision-makers who will guide delegates through immersive, action-oriented learning modules.
Glenton De Kock, Chief Executive Officer of the Southern Africa Association of Conference Industries, will spearhead actionable frameworks to align public and private entities in establishing business events as core drivers of national gross domestic product. Financial insights will be driven by Lee-Anne Bac and Christelle Grohmann, Partners in Strategic Development and Advisory at BDO South Africa, who will analyse macro-economic growth patterns, high-stakes financial risks, and the leveraging of short-term rental networks to capture business tourism revenues.
Designed to blend long-term strategic planning with modern technological disruptions, the two-day programme features several crucial session topics. Delegates will analyse sustainable economic positioning strategies for destination managers to capture a growing share of global corporate travel. The curriculum also features deep dives into structured methodologies for making bid or no-bid decisions when trying to secure complex international gatherings. Industry professionals will explore how to effectively utilize exhibitions as cost-efficient global sales channels rather than just marketing spaces.
Mitigating financial pressures and optimizing operational budgets will be addressed by corporate finance specialists, including Akwasi Obeng-Adjei from Absa Group, Maureen Masuku from eBucks Corporate Travel, and Tes Proos, the founder of Crystal Events and Incentives. Furthermore, a highly anticipated collaborative session featuring Judith Mongala from Meta Sub-Saharan Africa and Professor Kobby Mensah, Chief Executive Officer of the Ghana Tourism Development Company, will unpack the digital frontier, specifically teaching hospitality and tourism operators how to harness Artificial Intelligence to maximize their profit margins.
The success of any business tourism destination is fundamentally linked to the specialized capabilities of its workforce, and the masterclass acts as a vibrant catalyst for cross-border collaboration by offering emerging entrepreneurs, youth, women, and executive decision-makers the exact tools required to capture modern MICE opportunities across Africa. Registration for the 9th Africa Business Tourism and MICE Masterclass is still open, with customized tiered savings available for small teams, corporate delegations, students, and small-to-medium enterprises who secure their spots before the end of May.
Interested participants and organizations are encouraged to reach out to the organizing team by contacting Ms. Palesa Motekase or Ms. Mahadi Ramarumo via email at [email protected] and [email protected], or by calling the Africa Tourism Partners office line at +27 11 318 1741 to secure their attendance and learn more about partnership opportunities.
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