(Posted 19th December 2025)
We are excited to announce the 9th Africa Business Tourism and MICE Masterclass (ABTMM), scheduled for 19-20 February 2026 in Johannesburg, South Africa. Watch the space for details regarding the venue for the ABTMM 2026.
The Masterclass is the only pan-African focused MICE and business events program 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, South African Tourism, Gauteng Tourism Authority and many other partners.
Attended by over 100 Africa MICE and Business professionals on annual basis, the event has empowered 1,800 industry professionals from over 40 countries in the Business and MICE sectors since inception in 2018.
This year’s Africa Business Tourism & MICE Masterclass highlighted the evolving nature of the MICE industry as a driver of economic growth, innovation, and sustainable development. Organized by a team of passionate MICE industry experts dedicated to empowering African stakeholders and fostering the continent’s MICE potential, the Masterclass brought together a wealth of experience and knowledge to deliver an unmatched learning and networking experience.
Join industry experts and top professionals as they share insights, best practices, and strategies for success in business tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions).
Don’t miss this opportunity to network, learn, and grow your business. To register contact Rejoice Chishamba on rejoice@africatourismpartners.com or +27 81 303 7030 (WhatsApp).
