(Posted 14th June 2024)


As tourism stakeholders prepare to converge for the 7 th Africa Business Tourism and MICE Masterclass 2024, the organisers of the Masterclass are this year focusing on equipping businesses on how to monetise their businesses through sustainable revenue generation in MICE.

The 7 th and 2024 edition of the Africa Business Tourism and MICE Masterclass
will be held in Johannesburg, South Africa on Tuesday, 16th and Wednesday, 17th July 2024.

Executives and officials of convention bureaux, tourism departments, tourism boards/authorities,
municipalities, tourism development agencies, meeting planners, professional conference
organisers, professional event organisers, destination marketing companies, MICE industry suppliers,
youth and women in tourism, students, SMEs, entrepreneurs and start-ups in Africa Travel and
Tourism are expected to participate in the Masterclass.

Since its inception in 2018, over 1500 African industry professionals have participated in this program.
The Masterclass is the only pan-African focused MICE and business events professional development
and training programme in Africa. Designed and delivered annually as a professional development
and refresher program by renowned African and international industry practitioners and
professionals, strategic partners for the program include BDO, ICCA, Southern Africa Association of
Conference Industry, UN Tourism and SITE Africa and many other partners.

UN Tourism acknowledges that the MICE sector is one of the fastest growing sectors of the global
tourism industry. The success of any business/MICE destinations and organisations is hinged on the
competencies of specialist knowledge possessed by its workforce, hence the need for this
Masterclass. It is therefore against this background that ATP has designed and ready to deliver the
annual Africa Business Tourism and MICE Masterclass.

Themed, “Unlocking optimal economic value and revenues for Africa MICE Destinations and Businesses”, this year’s diverse and comprehensive Masterclass will be presented by a faculty
comprising some of the world’s most experienced leaders and experts in the MICE industry. Some of
the speakers include Adele Hartdegen – CEO, Rand Show, South Africa, Professor Dimitrios Buhalis –
Bournemouth University Business School, UK, Angelique Smith – CEO of Event Synthesis
International, Papy Luzala – Head of Commercial & Government Affairs, Africa, Nicanor Sabula – Chief Executive Officer, Kenya Association of Travel Agents (KATA), Edward Abankwa – Founder & CEO, Pinnacle Sports and Events Management, UK and more.

This professional development programme will provide a holistic view of the opportunities for the
Africa MICE industry. It will focus on among others, current issues, trends and key standards, while
providing a tangible approach in leveraging current and future opportunities. It will equip delegates
with a clear picture of what Africa MICE Tourism Industry is (and is not) as well as all the essential
practical knowledge and skills delegates need to be successful in their businesses.

Participants will get the opportunity to participate in pre-arranged and on spot One-to-One”
Business to Business sessions. Desktop exhibition space is available on first come first serve basis.
Group registration for SMMEs and students are set to benefit from a massive discount offered by the


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