The National Conventions Bureau (NCB), which falls under the Zimbabwe Tourism Authority (ZTA), won an award at the just-ended Meetings Africa in South Africa. The NCB is responsible for marketing Zimbabwe as a meetings destination and as part of the country’s meetings, incentives, conferences and exhibitions (MICE) drive.
“Congratulations to our ZTA National Conventions Bureau team for winning the Gold Stand Award at the ongoing Meetings Africa trade show being held at the Sandton Convention Centre, Johannesburg, South Africa,” the ZTA announced on its social media handles this week.
Zimbabwe participated at the 18th edition of Meetings Africa, which ran from 26-28 February 2024 in South Africa. The Zimbabwean delegation comprised five tourism operators who are in MICE business. These were African Sun Hotels, the Rainbow Tourism Group, Victoria Falls Hotel, the Airports Company of Zimbabwe, and the Zimbabwe International Trade Fair (ZITF).
The event was attended by 21 countries including Zimbabwe and buyers from 63 countries worldwide. Zimbabwe was represented by players who are keen on tapping into the lucrative MICE industry and building new contacts for more business as the business tourism sector is characterised by high spenders and large groups ranging from 100 – 3000 participants.
Meetings Africa is the continent’s leading MICE show which offers a one-stop shop networking platform for destination management companies (DMCs), international associations and NCBs.
The event provides the perfect business platform for the promotion of MICE tourism as it attracts senior decision-makers, buyers and influencers from across the globe. In addition, it enables destinations to tap into a wide database of international professionals from the meetings and business travel industry.
The event had a packed programme that ran parallel to the exhibition. These included networking events and educational sessions that covered key topical issues pertinent to the MICE sector. The first day of the event was a Business Opportunity and Networking Day (BONDay) with key associations in the MICE industry hosting their members to brainstorm and engage to enhance professional development in the sector and Zimbabwe’s tourism industry.
“Zimbabwe is attending to unlock the MICE market potential for the benefit of the country. As international associations are always looking for new destinations for rotational meetings, destination Zimbabwe is present and ready to be considered as a host. Furthermore, the country is looking towards embracing intra-regional co-operation towards the advancement of MICE Tourism in the destination,” the ZTA said in a statement posted on its website this week.
Meetings Africa is an annual business meeting and exhibition organised by Synergy Business Events (Pty) Ltd. The event features exhibitors from sectors such as airlines, conference venues, conventions, visitor bureaux, cruise lines, and luxury trains, among many others. It offers a one-stop shop networking platform for destination management companies (DMCs), international associations and NCBs.
