MICE developments in Africa indicate strong recovery of sector

Various announcements show a strong pipeline of MICE projects for the continent. theplanner.guru reveals the most active hotspots.

After two years of depleted activity within Africa’s MICE (meetings, incentives, conferences, and exhibitions) sector, activity on the continent is quickly gaining momentum, with several events and developments in the pipeline.

The South Africa National Convention Bureau (SANCB) has reportedly indicated that has secured the hosting rights for 20 international events between 2022 and 2027.

“For the financial year, we bid for 66 regional and international events between 2022 and 2027, and of those, we’ve already won 20. And the potential of those 66 events is R1 billion if we convert all of them,” noted the SANCB’s chief convention bureau officer, Amanda Kotze-Nhlapo, adding that this will bring approximately 13 000 delegates to South Africa’s shores.

Meanwhile, MICE in Rwanda, which is a major contributor to the East African nation’s economy, is also on the rise, with 10 events having taken place this year. Industry representatives indicate that the country will double its revenues from 2021 to $27 million. It is expected that the Commonwealth Heads of Government Meeting (Chogm) taking place in June 2022, will bring up to 10 000 delegates from 53 Commonwealth countries. The East African reports that it will be Rwanda’s first major international event since 2019. In addition to strengthening its MICE industry, the country will also host the Road World Championships in 2025 – an all-time first for Africa.

Further North

Lastly, Egypt has added to its events infrastructure with the launch of the enclosed Gouna Festival Plaza. The plaza has been built within an artificial lagoon and it is the first stage of the Gouna Conference and Culture Centre, which is intended to attract more events to the resort town.

“Our client wanted to put El Gouna on the map, culturally speaking, and commissioned us specifically to create an architectural vision that achieved this,” noted Christina Seilern, principal of Studio Seilern Architects.

A concert hall seating 600 people together with a conference centre will be constructed in coming years.

The Gouna Festival Plaza (image via dezeen.com)

Click here to find out where Africa’s Big Five MICE destinations are.