Catalyzing Economic Growth Through Business Events: Niche Partners Concludes MICE Fellowship Program

On 29 May 2025, Niche Partners concluded its flagship MICE Research & Business Development Fellowship with a powerful virtual finale, marking the culmination of a three-month journey to equip emerging professionals across Africa with the research, strategy, and business development skills needed to grow the continent’s MICE (Meetings, Incentives, Conferences and Exhibitions) sector.

The program forms part of Niche Partners’ broader mission to unlock Africa’s potential through data-driven capacity building and ecosystem development.  The three month program included Thought Leaders such as Glenton De Kock, Marlene Govender, Tracy Gounden, David Zimmerman, Tes Proos and Londi Khumalo.  Director of Niche Partners, Londi Khumalo reflected, “There is too much unemployment on our continent, and we have a great catalytic sector — the MICE industry — that can actually drive all sectors. We need to close the gap in knowledge and invest in people if we are serious about economic growth.”

Strategic Alignment with Development Goals

The finale opened with a high-level panel discussion focused on aligning national development strategies with the MICE sector. Speakers included Marlene Govender, David Zimmerman, and Rick Taylor — all seasoned experts and thought leaders in the business events space.

Marlene Govender underscored the importance of strategic coordination and collaboration, stating that countries must use their comparative advantages and organize themselves better to attract competitive international bids and deliver high-impact events. David Zimmerman focused on the role of digital infrastructure and virtual communities in strengthening continental connections.

Rick Taylor of the Business Tourism Company, shared that the continent has incredible opportunity, but needs strategic leadership through governments intentionally investing in Convention Bureaus. He called for what he termed “cathedral thinking” — a long-view approach that positions MICE as a foundational pillar of economic growth for the next 50 to 100 years.

Khumalo added that the African Continental Free Trade Area (AfCFTA) — a $3 trillion opportunity — hinges on regional integration and enabling industries like MICE. “Our 2025 African perspectives on the MICE industry report which we have just completed, reflected that in the 16 Countries that we conduct research, the sector is still at Nascent stage, misunderstood, under-resourced and unstructured. We need to invest in building the human capital in our sector” she noted.

Building National MICE Ecosystems

Toni Ukachukwu, Founder of Walk for Love emphasized the need for intra-africa connectivity through visa regimes, associations and sector specific events to grow Africa’s MICE industry whilst, Bongiwe Nzeku, Head of Business Development at the South African National Convention Bureau, provided a strategic lens on the role of national institutions. She emphasized that MICE is more than just a calendar of events — it’s a lever for economic development, international visibility, and local value-chain expansion.

“Successful convention bureaus serve as catalysts,” Nzeku stated. “They link policy with private sector readiness and create enabling environments for long-term success.”

Voices from the Future: Fellowship Reflections

A peak highlight of the program was the Fellowship cohort’s live reflections. This year’s group included eight professionals from across the continent: Angelique Smith, Ernest Amarteifio, Andes Seiya, Farirai Nandipa, Israella Quansah, Caleb Kofie, Adedayo Adesugba, and David Kaanae.

Each Fellow shared their motivation for joining, their personal and professional growth, and their aspirations for the sector. Their feedback highlighted the critical need for:

• The use of Intentional market research to drive decision making for national MICE policy frameworks and strategies tailored to local contexts
• Greater advocacy and collaboration between governments and the private sector.
• Investment in infrastructure, training, and event data systems

Adedayo Adesugba from Nigeria said “professionalisation is playing a game according to the rules of the game. This program has helped us to do that and we intend to continue”.

From Learning to Application: The ICASA Bid Challenge

As the final practical assignment, Fellows were tasked with preparing and pitching proposals to host the International Conference on AIDS and STIs in Africa (ICASA) — one of the largest and most influential public health events on the continent. The challenge was overseen by Luc Bodea from the Society for AIDS in Africa, a long-time partner in building Pan-African conference platforms.

The exercise tested the Fellows’ ability to translate research and strategy into competitive, real-world bids. It also reinforced the relevance of MICE to sectors beyond tourism — including public health, education, and social development.

As part of the reward structure, one Fellow will receive a scholarship to attend the ICASA 2025 Congress in Ghana, offering continued exposure to international standards and networks.

A Vision Beyond 2025

In closing, Khumalo outlined Niche Partners’ next steps in driving the MICE agenda forward. These include:

• Insights for advocacy and business development: Continuing to provide research of over 16 African Countries MICE developments, tracking market maturity and lead generation opportunities.
• Ecosystem Development: Deepening partnerships across government, business, and academia to strengthen sector Human and infrastructure capital and stakeholder coordination
• Research Tools: Making our MICE Insights Dashboard accessible to capture and share African event performance data and trends to close the knowledge gap on Africa’s opportunity.
• Leadership Continuity: Building a pipeline of African MICE professionals through ongoing mentorship and pan-African collaboration

“To the 2025 Cohort — our tomorrow begins today,” Khumalo concluded. “We commend our Fellows, and we call on the industry, governments, and the private sector to support and invest in their journey.”

About the Program

The MICE Research & Business Development Fellowship is a strategic initiative developed by Niche Partners to empower a new generation of MICE professionals across Africa. Through structured mentorship, applied research, and real-world assignments, the program aims to elevate MICE as a vehicle for driving trade, investment, and inclusive growth — aligned with the African Union’s Agenda 2063. The program is limited to 15 Fellows per cohort and re-opens for Fellows for 2026 in July 2025.

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To learn more or to partner with the program, visit:
  https://www.nichepartners.org/connect

or contact business@nichepartners.org

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