Africa Tourism Partners invites all tourism stakeholders to register and be part of an unforgettable learning experience at this year’s Africa Business Tourism & MICE Masterclass. The MICE Masterclass will be held on Wednesday, 27 and 28 August 2025 at BDO Offices, Wanderers Office Park, 52 Corlett Dr, Illovo, Johannesburg, South Africa.
The MICE industry is a major driver of economic growth in Africa. It is therefore imperative that the tourism stakeholders are equipped with fresh ideas on how to elevate their businesses to the next level. The 2025 Africa Business Tourism & MICE Masterclass offers a comprehensive program that will be delivered by top professionals from around the world.
The faculty of speakers includes Elcia Grandcourt – Director, Africa, UN Tourism, Spain, Senthil Gopinath – CEO, ICCA (International Congress and Convention Association) & Chairperson, Events Industry Council (EIC), Prof. Leid Zejnilovic – Associate Professor & Associate Dean for AI and Digital Transformation, NOVA School of Business and Economics, Portugal, Dr. Linda Pereira – President, Advantage Consultants Group, Portugal, Marcus Baffoe-Bonnie – Executive Wandile Mabaso Group & Former Managing Director, Michelin Tyres, Africa, and more.
Participants of the 2025 MICE Masterclass will receive invaluable knowledge, access to industry connections, discover new opportunities and best practices, and gain insights on navigating the changing landscape and emerging MICE trends. The thematic areas include:
- Unpacking Industry Trends, Insights and Dynamics: Insights and analysis of the Future of MICE, Business Tourism and Business Events to maximize revenues beyond 2025 from the sales process to hosting of Iconic events.
- Advancing AI Disruption in MICE Venue Sales: Unpacking Technology, Digital and AI – Powered Sale and Business Development Opportunities in MICE.
- Bridging the gap between training and workplace experience: A crucial career development and talent management opportunity for MICE Executives and Professionals.
- Mastering effective event planning and management cycles: An essential experience for creating a thriving and economic viable event management business and more.
African Tourism professionals and stakeholders from convention bureaus, tourism departments, tourism boards, tourism development agencies, meeting planners, professional conference organizers, destination marketing companies, suppliers from the MICE industry, small and medium-sized enterprises (SMEs), entrepreneurs, youth and women in tourism, students, and start-ups will be expected to attend the Masterclass.
Opportunities for Business-to-Business sessions and desktop exhibition space are available on a first-come first-served basis. Group registrations, SMMEs, and students stand to benefit from the massive discounts on offer. Book your spot today!
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