Africa Tourism Partners confirm successful outcome of MICE Masterclass


(Posted 19th April 2021)


Thank you for your attendance!

The first hybrid Africa Business Tourism and MICE Masterclass since its inception in 2018 took place on the 24 – 25 March 2021 at the Marriott Hotel, Melrose Arch, Johannesburg. This year’s Masterclass had a limited number of pre-selected 52 in-person attendees and 250 virtual delegates from over 20 countries.
Some of the Key Outcomes.
  • Africa’s competitive advantage: The continent’s completive advantage lies in its natural environments. There should therefore be a shift towards blending more outdoors and remote spaces for MICE opportunities.
  • African collaboration: South Africa, Ghana, Rwanda, Seychelles and Tanzania formed an action collaborative group to coordinate, lobby and collectively pitch for mega-events for Africa.
  • The future of MICE market in the COVID-19 era: This requires new business models inclusive of innovation, technological development, virtualization and sustainability.
  • Gearing up for the future: There is an urgent need for continuous training, skills development, and capacity building to gear up for growth of Africa MICE industry.
  • The road for recovery requires the use of natural and cultural resources for a balanced growth.
  • Younger DMCs and smaller ones need to learn to do business with constraints by becoming solution providers.
  • Safety and Health protocols are the most important considerations for business recovery and continuity.
  • Stakeholders need to revisit the true value events that go beyond economics and social legacies for a lasting impact.
  • Convention Bureaux need to play a stronger role in supporting the supply chain/value chain of businesses in repackaging bids for mega-events.
  • Industry stakeholders must drive partnership and mobilize together in order to rotate events on the continent and to attract mega and legacy events.
We thank and appreciate all our delegates, partners, speakers, technical team, venue and Africa Tourism Partners team for an unforgettable, thought-provoking experience.
Associate Membership Programme.
What is the ATP Associate Membership Programme?
The Associate Membership Programme (AMP) is uniquely designed and positioned to offer professional and expert support to small and medium enterprises, as well as start-ups in the travel, tourism and hospitality industry.

Why join?Gain access to the following:

  • Market Access to Digital & Social Media Marketing
  • Access Traditional Tourism Marketing
  • Brand Management & Brand Communications
  • Capacity building, Skills Development, Coaching & Mentorship
Read More About AMP
About Africa Tourism Partners:
Africa Tourism Partners (ATP) is a UNWTO Distinction Award winner and Pan-African tourism development and strategic destination marketing advisory ­firm. ATP specialises in strategy formulation, master planning and strategic marketing development in the travel, tourism, hospitality, aviation and golf sub-industries. The ­firm leverages the expertise it has established, global strategic partners and global networks to execute impactful and uniquely designed programs with measurable outcomes.
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