In the realm of business events, few names resonate as strongly as Rick Taylor. In an exclusive, we hear from the man who has played a pivotal role in shaping Africa’s MICE industry.
With a career that has spanned decades, Rick Taylor’s contributions have left an indelible mark on the industry, shaping the narrative of business events as powerful catalysts for economic growth and development across Africa. As the driving force behind The Business Tourism Company, Rick’s visionary approach has transformed the perception and potential of meetings, incentives, conferences, and exhibitions (MICE) across the continent.
A PIONEER
Rick’s career trajectory is a testament to his innovative mindset. After an early career in advertising as MD of several agencies in Johannesburg, his move to Cape Town in the 1990s was the catalyst in his journey taking a pivotal turn into tourism. Acquiring and marketing the Hout Bay Manor Hotel led to his appointment as the first CEO of Cape Metropolitan Tourism. This role set the stage for the creation of a pioneering tourism ‘Secret Season’ strategy with the objective of turning Cape Town and the Western Cape into an all-year-round destination through business events – a vision that culminated in the establishment of the Cape Town Convention Bureau and Cape Town International Convention Centre (CTICC).
Reflecting on this period, Rick shared, “The mission was to land comprehension in both public and private sector of the socio-economic impact potential of business events within a tourism destination.” His strategic foresight ensured Cape Town’s ascension as a global business events destination, with the hosting of the 2004 International Congress and Convention Association (ICCA) Annual Congress for the first time in Africa, marking a milestone achievement.
RWANDA: A TRANSFORMATIVE CASE STUDY
Among Rick’s standout achievements is his transformative work in Rwanda. When The Business Tourism Company was contracted in 2013 to establish the Rwanda Convention Bureau (RCB), scepticism abounded. Rwanda, often still associated with its troubled past, was not recognised as a business tourism destination. However, Rick saw beyond the scepticism and laid the groundwork for what has become one of Africa’s most compelling business events success stories.
RCB was more than a strategic win – it was a catalyst for national transformation. In under a decade, Kigali rose from 21st to second place in Africa’s ICCA rankings, trailing only Cape Town. Rick’s role extended beyond strategy; he is particularly passionate about capacity building and mentoring local talent, empowering them to deliver the sector’s full potential. Frank Murangwa, who was RCB’s first appointment, has since become a key figure in the global MICE sector, having recently been appointed Director of ICCA Africa.
UGANDA: A MODEL FOR COLLABORATION
Rick’s recent endeavours in Uganda exemplify his ability to galvanise diverse stakeholders. Tasked with professionalising the Uganda Convention Bureau and establishing a strong business events sector in Uganda, his approach was to educate stakeholders about the potential legacy impacts of business events for socio-economic transformation in local communities.
“Once the leadership understands the theory of MICE, then it’s all systems go,” says Rick. “Uganda’s public and private sector are aligned with the vision for business events articulated in the National MICE Strategy.”
Uganda Convention Bureau is collaborating with stakeholders on a proactive bidding agenda to attract meetings to the recently opened international standard convention centre at Speke Resort, as well as the many other market-ready venues in Kampala.
EXPANDING HORIZONS ACROSS AFRICA
Rick’s work across the continent reveals a commitment to long-term impact. In Kenya, his efforts laid the foundation of a Convention Bureau, although political changes temporarily stalled progress. Similarly, projects in Ethiopia and Tanzania highlighted the potential of these nations, even as shifts in leadership have created temporary hurdles.
In Senegal, Rick’s contributions supported in positioning the country as a rising star in West Africa’s business tourism sector. Its vibrant culture and developing infrastructure signal a bright future, though Rick is quick to caution that success requires patience, sustained effort and a programme to upskill professional stakeholders. “When you think about building a MICE destination you have to look at an infinite horizon; what impact will business events have on the city or country 50 years in the future? How have we in public and private sector harnessed its potential?”
Though Mozambique’s political and economic landscape is currently somewhat complex, Rick remains optimistic about its potential as a business events destination, likening the process to planting seeds that will yield returns over time.
“With a strong National MICE Strategy already in place, Mozambique will soon establish its Convention Bureau,” he said. “There will be hiccups, undoubtedly, but the vision is in place.”
THE BROADER IMPACT OF BUSINESS TOURISM
Throughout his career, Rick has championed the idea that business tourism is far more than a niche sector – it is a driver of economic and social development. His work consistently underscores the role of Convention Bureaus as conduits connecting government, industry, and local communities. By fostering ecosystems that support job creation, skills development, and investment, Rick has demonstrated that MICE activities can catalyse broader societal benefits.
Educational reform is a particular area where Rick’s impact is evident. In Rwanda and Uganda, for instance, universities are incorporating MICE-focused curricula, recognising the sector’s growing importance. This ripple effect illustrates the multifaceted value of Rick’s work.
LESSONS LEARNED AND THE ROAD AHEAD
One of Rick’s greatest strengths is his ability to tailor strategies to the unique needs of each destination. His supermarket analogy – where each country offers a distinct “product” to attract global buyers – encapsulates this approach. By leveraging a destination’s inherent strengths, Rick ensures that his strategies are both effective and sustainable.
As Africa’s MICE sector evolves, Rick foresees a shift in the balance of power. He predicts that cities like Kigali could challenge Cape Town for the top spot in ICCA rankings within the next five years, driven by their ambitious and innovative approaches. However, he cautions that maintaining momentum requires constant innovation and collaboration. “Cape Town has its beauty and assets, but if it doesn’t keep at it, Rwanda’s hunger and ambition could see Kigali usurp it,” he reveals.
SUSTAINED EXCELLENCE
Rick’s career is a masterclass in visionary leadership and strategic innovation. Through The Business Tourism Company, he has elevated Africa’s standing in the global MICE industry while demonstrating the sector’s potential to drive transformative change. By unlocking opportunities across the continent, Rick has set a benchmark for what can be achieved with vision, perseverance, and an unwavering commitment to excellence.
As Africa’s business tourism narrative continues to unfold, Rick’s contributions serve as a powerful reminder that success is not measured merely in rankings or revenues. It is measured in the lives changed, the opportunities created, and the futures imagined.
ABOUT THE BUSINESS TOURISM COMPANY
The Business Tourism Company is an African-based international tourism consultancy that has been active throughout Africa for two decades. Led by Rick Taylor, the consultancy specialises in destination development, management and marketing strategies in emerging markets, with a particular focus on the MICE sector and business events.
The Business Tourism Company has delivered leisure and MICE tourism advisory and training projects in approximately 30 destinations in Africa, Europe, Australia, the Middle East, Asia and the Caribbean.
The Business Tourism Company works with each of its clients to develop appropriate bespoke goals and a measurable strategy to achieve them while also providing full support through all stages of planning and implementation.
For more information, visit www.thebusinesstourismcompany.co.za.
