The MICE industry in Africa reflects the continent’s broader economic patterns, with uneven growth projected for 2025. While Africa’s overall GDP is expected to remain at 4%, high inflation across many nations continues to challenge purchasing power. East Africa emerges as a leader, with GDP growth forecast at 5%, driven by government investments in infrastructure, which enhance connectivity and create favourable conditions for MICE activities. Investments in hotel infrastructure across East and North Africa further reflect this growth, while increased tourism numbers signal rising interest in the continent for both leisure and business travel.
Demand for business events in Africa is steadily rising, fuelled by trade and knowledge-sharing needs. Corporate, government, and professional association markets are the primary drivers of this growth. Unlike global markets dominated by non-profit associations, Africa’s MICE sector largely revolves around trade-focused industries. However, non-profit and educational events face financial challenges, limiting their cross-border rotational capabilities.
Challenges persist in developing a cohesive MICE ecosystem. Fragmentation, limited data, and underdeveloped supply-side components, such as venues and convention bureaus, impede progress. Political changes and budget shifts in 2024 also hindered the sector’s development. However, visa policy reforms have made cross-border travel easier, with countries like Rwanda, Ghana, and Seychelles leading the way. The African Union’s Agenda 2063, focused on easing travel restrictions, continues to gain traction, contributing to optimism for MICE growth.
Private sector players are stepping in to bridge gaps, investing in meeting spaces, trade shows, and regional partnerships to cater to increasing demand. These strategic collaborations and the push for sustainable growth signal the sector’s evolving maturity. Despite infrastructure and support challenges, Africa’s MICE industry is poised for significant development as it aligns with global trends and leverages the opportunities presented by the G20 summit in 2025.
The G20 spotlight offers Africa a platform to showcase its investment potential in key areas like trade, tourism, and innovation. Represented by the African Union, the continent can highlight the transformative impact of the MICE industry in driving economic and social progress. With the 2030 agenda approaching, Africa’s MICE sector holds the potential to catalyse trade, research, and tourism, asserting its role as a key player in the global business events landscape.
Don’t miss the full version of Londi Khumalo’s article in the January-February edition of Meetings magazine – out soon!
