Written by: Victor Shabangu, Research Assistant
Niche Partners has released the highly anticipated African Perspectives on the MICE Industry 2024/25—a biennial report providing a cross-continental analysis of Africa’s Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
Now covering 18 African countries, the report offers insight into regional MICE readiness, identifies critical growth levers, and maps emerging opportunities for investment and strategic reform. With infrastructure developments accelerating across key markets, and global demand shifting toward diversified event destinations, Africa’s MICE potential is on the rise—but challenges remain.
“Africa’s MICE sector is a powerful enabler of trade, innovation and job creation,” says Londi Khumalo, Director of Niche Partners. “Yet too many markets remain uncoordinated or under-resourced. This report is designed to provide clarity, comparisons, and practical direction for the MICE sector across the continent.
A Sector Still Taking Shape
The report finds that just 9 of the 18 countries analysed have a MICE strategy. Although MICE is increasingly recognised as a growth sector, most countries lack integrated policies or structures to support its full development. As a result, Africa’s business events economy is uneven—some countries operate mature convention ecosystems while others remain in early, fragmented stages.
A four-level MICE maturity indicator was used to categorize the development of the sector and helps the industry benchmark their progress:
● Level 1 (Nascent): Scattered activity, no formal industry, and limited government focus.
● Level 2 (Defined): Organised events, growing supplier networks, and increased public sector interest.
● Level 3 (Managed): National strategies, active convention bureaus (5+ years), and growing participation in continental events.
● Level 4 (Optimising): Institutionalised MICE operations with regular hosting of major conferences and formalised investment in competitiveness.
Many African countries are still transitioning between Levels 1 and 2 stages, with only a few reaching Level 4 readiness.
Limited Source Market Diversification
Another key insight is that most African MICE strategies still depend heavily on U.S. and European source markets, with minimal focus on intra-African partnerships. Over 50% of countries surveyed list just three or fewer neighbouring African markets as core sources for MICE events—an indication of untapped regional demand.
This narrow targeting makes African MICE markets vulnerable to global disruptions and limits opportunities for AfCFTA-aligned trade integration. Expanding intra-African business tourism flows could be transformative for the continent’s economic future.
Regional Snapshots: Key Highlights
West Africa
Côte d’Ivoire continues to rise as a MICE destination, boosted by investments into Infrastructure such as the Parc des Expositions d’Abidjan. Ghana demonstrates consistent safety and access for international visitors. Nigeria is investing in new venues like the Abuja and Calabar centres, while Senegal is still limited by low public sector prioritisation.
However, most countries in the region struggle with underfunding, poor data, and leadership turnover, all of which affect long-term MICE positioning.
North Africa
Morocco and Egypt emerge as the North African MICE leaders. Morocco leverages its global connectivity and cultural heritage, while Egypt’s reforms in visa, infrastructure investments increase its competitiveness.. Tunisia benefits from a member-led convention bureau but needs stronger investment in promotion. Algeria shows potential but lacks a structured MICE development plan.
East Africa
Kenya and Rwanda lead the pack. Kenya hosted 29 international conferences in 2023, supported by a robust private sector and active convention strategy. Rwanda, with its efficient national bureau and strong MICE infrastructure, remains a continental benchmark. Ethiopia’s transformation of the Addis Ababa International Convention Centre is set to boost its regional status, while Uganda’s efforts are supported by private industry but limited by budget constraints.
Southern Africa
South Africa remains the continent’s most developed MICE market, hosting 98 international events in 2023 and preparing to host the G20 Summit—a historic first for Africa. Zimbabwe has an industry strategy but lacks infrastructure funding and marketing. Mozambique shows promise but needs a national convention bureau and a clear market-entry strategy to attract business events.
Strategic Levers for Growth
The report identifies gaps in governments, convention bureaus, and regional partners to focus on five critical areas:
1. Developing National MICE Strategies: Countries need to treat MICE as a core economic sector, not just a tourism subset.
2. Investing in Infrastructure & Connectivity: From airports to conference venues, transport and digital infrastructure must match global standards.
3. Diversification of Source Markets: Intra-African business travel and pan-African partnerships can reduce vulnerability and unlock new event flows.
4. Strengthen Data & Insights: Countries must improve how they capture and use MICE data to support strategic planning and investor confidence.
5. Build Institutional Capacity: Supporting the development of convention bureaus and MICE associations will help professionalise the industry.
“There is a $3 trillion AfCFTA opportunity on the table,” says Khumalo. “Africa’s MICE platforms can be the launchpad for this—but only if we connect ecosystems, prioritise sector development, and elevate standards across the board.”
About the Report
The African Perspectives on the MICE Industry 2024/25 draws on over 25 official documents, including tourism strategies, economic development plans, and convention bureau reports. It combines a macro-regional lens with country-specific analysis and uses a SWOT framework to assess performance and readiness.
The report is intended for use by:
● Policy makers developing tourism and trade-linked strategies,
● Investors and organisers looking for high-growth markets,
● Convention bureaus and DMOs aiming to improve positioning,
● Regional partners working toward continental integration.
For highlights report, click here https://docs.google.com/forms/d/e/1FAIpQLSe42AiXkhik7R8LO_L_fxDAMUUg0CUK107ThIc-TGoygyp54g/viewform
Or contact business@nichepartners.org
