THE Zimbabwe Tourism Authority (ZTA) in partnership with the Zimbabwe International Trade Fair (ZITF) are turning the A’Sambeni Africa Tourism and Travel Expo into a Meetings, Incentives, Conferences and Exhibitions (MICE) Fair.
MICE consist of various components that include conventions, conferences, meetings, seminars, trade shows, exhibitions, and incentive travel.
Its activities require many different players, including transport (international and domestic), accommodation, pre and post conference touring, purpose-built convention centres, exhibition facilities and hotels and catering and audiovisual services.
The MICE sector has been identified as key in accelerating the growth of the tourism industry.
Current world trends show that MICE tourism is the fastest growing tourism sector.
The MICE industry is one of the fastest growing segments within the tourism industry generating millions in revenues for cities and countries.
Europe and the United States still remain the major markets worldwide in respect of the number of meetings, conferences and exhibitions.
Speaking at a press briefing held in Harare recently, ZTA chief executive officer, Karikoga Kaseke said repositioning Asambeni Africa Tourism and Travel Expo would improve the networking of players.
“As we strive to position Zimbabwe as a suitable destination for Meetings, Incentives, Conferences and Exhibitions (MICE), the Zimbabwe Tourism Authority and the Zimbabwe International Trade Fair Company have seen it fit to reposition A’Sambeni Africa Tourism and Travel Expo into a MICE tourism showcase,” Kaseke said.
“Giving A’Sambeni the new thrust will give the local players especially those who have a MICE orientation a platform to engage and network with local and international buyers and corporates.”
Kaseke said the ZTA is recruiting MICE oriented exhibitors and connecting them with MICE buyers coming from the region and beyond.
He said MICE buyers from the region will have an opportunity to travel around the country on familiarisation tours.
Plans, said Kaseke, are underway to orient local players on the new concept.
“In a bid to educate the local corporates on the importance of adopting incentive travel as a motivational tool, we will organise a workshop for the corporates exhibiting at ZITF on incentive travel and corporate meetings,” he said.
“This workshop is expected to add value to the exhibitors programme during the fair and firmly position A’Sambeni as a MICE fair.”
The ZITF provides the local MICE players with access to leading local, regional and international corporates presenting an ideal opportunity to target, develop and promote MICE tourism.
Exhibitors have the opportunity to meet and sell packages to sectors that are represented at the ZITF since it is a multi-sectoral and multi-national trade exhibition which links exhibitors to both local and international players.
Statistics show that USA and Europe dominate in the MICE business, with Vienna ranking first in the meeting industry followed by Singapore and Barcelona in the second and third place respectively.