MICE tourism a potential driver for economic growth – Minister

Bruce Ndlovu, Sunday News Reporter

MEETINGS, Incentives, Conferences and Exhibitions (MICE) tourism has the potential to be a powerful driver for economic growth and development in Zimbabwe, as it is one of the fastest growing sectors of the global travel industry, a government official has said.

MICE refers to the type of business travel where people go to different places for professional or educational events.

According to the World Travel and Tourism Council, the global MICE industry is estimated to be worth between US$650 billion and US$700 billion, with Africa estimated to account for around US$13 billion of that figure.

In a speech read on her behalf by the Deputy Minister of Tourism and Hospitality Industry, Tongai Mnanangagwa, at the MICE Masterclass held on the first day of the 17th edition of the Sanganai/Hlanganani World Tourism Expo, Tourism and Hospitality Industry Minister Barbra Rwodzi said by attracting visitors under the banner of MICE tourism, the country would be marketing itself as a destination.

“MICE tourism, which is also regarded as business tourism, is not only a vital component of our tourism landscape but also a powerful driver for economic growth and development in Zimbabwe. It creates significant business opportunities for our nation, fostering collaboration and innovation across various sectors. Thus, by attracting international conferences and exhibitions, we will not only be showcasing Zimbabwe as a premier destination but also facilitating partnerships that enhance our local industries,” she said.

Turning to the MICE Masterclass, Minister Rwodzi the platform gave a platform for players in the sector to create lasting relationships.

“This conference serves as a crucial platform for networking, enabling delegates to connect, share ideas, and forge lasting relationships. These interactions can lead to fruitful collaborations, paving the way for future investments and initiatives that will enhance our hospitality sector. Thus together, we can harness the full potential of MICE tourism, creating a ripple effect that benefits not only our cities but also our local communities,” she said.