Zimbabwe is stepping up efforts to position the country as a competitive global Meetings, Incentives, Conferences and Exhibitions destination, with increased investment in conferencing infrastructure, technology, human capital and destination accessibility expected to anchor the strategy.
The drive is part of broader efforts to strengthen the country’s position on the global tourism map and leverage MICE tourism as a catalyst for investment, business growth, employment creation and increased foreign currency earnings.
MICE (Meetings, Incentives, Conferences and Exhibitions) tourism refers to travel organised around business events, bringing together delegates, corporate travellers, exhibitors, investors and professionals for meetings, conferences, incentive programmes, trade shows and exhibitions.
It is a high-value segment of tourism that generates demand for accommodation, transport, venues, catering, technology and professional services, while creating opportunities for investment, business networking, knowledge exchange and increased tourism spending.
Tourism and Hospitality Industry Permanent Secretary Dr Takaruza Munyanyiwa said the Government would prioritise the development of world-class infrastructure and internationally recognised service standards to enable Zimbabwe to compete for a larger share of the global business events market.
He was speaking at the MICE Masterclass held on the sidelines of the 19th edition of the Sanganai/Hlanganani World Tourism Expo in Masvingo.
The Masterclass, held under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” provided a platform for tourism industry players to examine how innovation, technology and new approaches can transform Zimbabwe’s MICE sector and enhance the country’s competitiveness.
Dr Munyanyiwa said the Government had adopted a deliberate clusterisation approach to strengthen specialisation, collaboration and competitiveness across the tourism value chain.
“As the ministry responsible for Tourism and Hospitality, we have recognised the need to clusterise the tourism industry as a deliberate approach to strengthening specialisation, collaboration and competitiveness across the sector.
“The MICE cluster is among these important clusters, given its potential to bring together various players within the tourism value chain and unlock new opportunities for growth.”
He said MICE tourism offered Zimbabwe a major opportunity to diversify its tourism offering while attracting high-value international visitors and business travellers.
“MICE tourism presents a significant opportunity for Zimbabwe to position itself as a competitive destination for international meetings, conferences, exhibitions and business events,” he said.
“Beyond the events themselves, MICE brings together tourism, hospitality, transport, technology, investment and professional services, creating value across the wider economy.”
The Government’s approach is expected to create opportunities for both public and private sector investment, particularly in conference facilities, accommodation, transport, digital infrastructure and professional services.
Dr Munyanyiwa said the Government was committed to creating an enabling environment for the sector to attract investment and meet the changing expectations of international business travellers. “Government is committed to strengthening Zimbabwe’s position on the global tourism map and to deliberately developing the country as a competitive MICE destination.
“In this regard, the Government will prioritise investment in world-class conferencing and tourism infrastructure, human capital development, digital and technological capabilities, destination accessibility and internationally recognised service standards.”
He said the interventions would require stronger collaboration between Government and the private sector.
“These interventions will be pursued through coordinated public and private sector partnerships to ensure that Zimbabwe is fully equipped to meet the evolving demands of the modern MICE traveller and compete effectively for a greater share of the global business events market.”
Dr Munyanyiwa said the Masterclass was therefore timely as Zimbabwe sought to strengthen its capacity to host major international business events.
“This Masterclass therefore comes at an opportune time,” he said.
“It provides an important platform for our tourism professionals and stakeholders to learn from experience, exchange ideas and strengthen their capacity to deliver world-class business events.”
He said technology was rapidly reshaping the global MICE industry, making it imperative for Zimbabwe to accelerate digital adoption.
“We are particularly encouraged by the growing role of technology and innovation in the MICE sector.
Digital platforms, artificial intelligence and data-driven solutions are transforming how events are marketed, organised and experienced.
“As a country we must embrace these developments if we are to remain competitive.”-herald
