MICE expected to drive Zim tourism

ZIMBABWE has adopted several strategies to tap into the huge business potential from Meetings Incentives, Conferences and Exhibitions (MICE) tourism, taking advantage of the vast tourism attractions dotted around the country to become a leading business and world leisure destination.

Tourism and Hospitality Industry Minister Barbara Rwodzi spoke about the strategy yesterday in her remarks delivered by her deputy, Tongai Mnangagwa, at the Zimbabwe MICE Masterclass in Bulawayo.

The event took place at the Zimbabwe International Exhibition Centre in Bulawayo to mark the start of the 17th edition of the Sanganai/Hlanganani World Tourism Expo, which has attracted 408 companies and seven countries.

The MICE Masterclass sought to unleash the importance of incentive travel, whose potential has not been rigorously exploited.

Early this week, the Zimbabwe Tourism Authority (ZTA) took local and international journalists on a pre-expo tour of tourism facilities in Masvingo and Victoria Falls to enhance an appreciation of the resource endowments that should be tapped into the market brand Zimbabwe.

Among these are the Chilojo Cliffs on Runde River in Gonarezhou National Park, which have remained untapped despite being the only such structures in the world.

While Victoria Falls is the country’s tourism capital with the Seventh Natural World Wonder, a lot needs to be done to unleash the potential of Kariba, Great Zimbabwe and other attractions.

This will help attract visitors for business and leisure at a time when Victoria Falls has remained the major conferencing centre for the country.

“As a subsector, MICE tourism has the potential to attract an influx of various visitors thereby contributing tourism revenue generation, stimulating job creation, and contributing meaningfully to our GDP, and reinforcing the importance of tourism in our national economy,” said Minister Rwodzi.

“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.”

According to the World Travel and Tourism Council, it is estimated that the global MICE industry is worth around US$650 billion to US$ 700 billion and Africa is estimated to account for around US$13 billion, which is less than two percent.

“So, as Africa, we need to work extra hard to grow this niche market,” said Minister Rwodzi.

She said MICE tourism in Zimbabwe is a growing sector, with the country offering a unique blend of natural beauty, cultural heritage, and modern infrastructure. It is the lack of bigger conference facilities that is a cause for concern.

She said upgrading of aviation and roads infrastructure has improved accessibility to tourism facilities thereby bringing more numbers.

Tourism is one of the key economic drivers contributing significantly to the Gross Domestic Product and the Vision towards an upper middle income society.

“We would need in every province to have maybe 5 000 or 10 000-seater facilities. Overall, Zimbabwe has a great potential for MICE tourism, with its unique attractions and growing infrastructure,” said Rwodzi.

“Addressing the challenges and leveraging on opportunities thereof, can help the country become a competitive destination in the regional MICE market.”

By prioritising this sector, she said Government was committed to positioning Zimbabwe as one of the leading destinations for global events and conferences.

Mr Kwakye Donkor, chief executive of Africa Tourism Partners from Ghana said Zimbabwe needs to invest in technology as one of the critical infrastructure needed for development of tourism and other sectors.

“One infrastructure that Zimbabwe needs to invest in is technology. There is need to make sure there is hybrid events,” he said.

“You got to have infrastructure that will cater for health, security and trade issues.

“The private sector should also be behind this particular vision and help Government as a collaborator and also looking at developing fiscal infrastructure to build conference facilities,” he said.-herald