Africa MICE Summit 2021 – the events industry in Africa

In honor of Africa Meeting Industry Day on September 9,2021, the Africa MICE Summit – the leading platform for the growth and development of Africa's business events industry – hosted a virtual round table, bringing together several high-level MICE industry stakeholders to discuss continental strategies for the recovery and growth of Africa's business tourism sector. What are the main takeaways for us, and how do they compare to our company in the Ethiopian context?

Infrastructure in Africa

What are the criteria for selecting a MICE destination? The majority of these requirements include a five-star hotel and services, safe neighborhoods, an efficient airport connection, modern IT facilities, and so on. As much as we would like to, many African nations are still lagging behind in terms of top-tier facilities and infrastructure in general, contributing significantly to the fact that Africa only accounts for 2% of the MICE market.

It’s not all negative. Massive expenditures have been made in South Africa in the run up to the 2010 World Cup, providing Africa with a CV that demonstrates the continent's capabilities of organizing events at large scale. Kenya and Morocco emerged as new destinations in the last years, as did Rwanda, switching focus mid-2014, refocusing on portraying the country as a hot and fresh MICE destination. The public and private sectors joined forces and realized significant infrastructure development.

Within the Ethiopian context, the country has made progress and is clearly expanding as a MICE destination. Ethiopian Skylight Hotel and Hyatt Hotel. Read more: An unsolicited review by Yoadan

Cross border movement

We need mobility in order to broaden our perspectives, learn, and grow. Intercontinental mobility continues to cause havoc on Africa's MICE industry. Cross-border connections and visa difficulties hinder Africans from easily traveling throughout the continent.

The Single Africa Air Transport Market (SAATM) is a promising start, but due to mistrust, most African states are still more likely to negotiate an air transport agreement with Western countries than with their neighbors. The pact was signed by just 34 of the 55 nations.

Ethiopia's scenario is slightly different. Ethiopian Airlines not only established air routes and links with foreign nations, but also significantly inside the African continent. It also signed the SAATM agreement.

Youth on the continent

The African youth are the MICE industry's biggest advantage and opportunity; they are the architects and designers of Africa's future. As MICE grows, new career pathways and job opportunities will emerge. Intercontinental exchange is vital for youngsters to gain experience, to learn from one another, and to learn from the best examples. Currently, one of the most serious challenges is a lack of institutions and other ways of accumulating experience. When it comes to internships, the majority of possibilities are accessible in Western countries, but they require a significant amount of paperwork and bureaucracy.

On the other hand, we must acknowledge that education is not the be-all and end-all. Just because someone has graduated from a hospitality school does not mean they are qualified to work in the industry. Taking a look at our communities might be very beneficial.

As far as our capacity within Flawless Events goes, we offer internships for young professionals. Regardless of their background, whether it is in events, hospitality or any other field. We encourage and welcome young people with drive, commitment and passion for the job.

Event Greening

As an industry, we have to realize we generate a lot of waste. We create a unique centerpiece, backdrop or even grotesque sets, often discard it easily afterwards, and often use a lot of energy and water in the development process. The growing environmental responsibility mentality worldwide, is also sinking into the events industry. The use of energy-efficient display technologies, creating reusable items, finding new purposes for creation or even donations are only a few examples. The emphasis is shifting to being more environmentally friendly.

Rapid changes in the MICE industry due to Covid

Yes, Covid has had a significant impact on the sector, but it has also accelerated technological change. By the end of 2020, hybrid and virtual events have become the new normal, and Ethiopia has also joined the bandwagon (must read: Virtual and Hybrid Events in Ethiopia ) We now deal with multi-venue events, remote speakers, improved streaming, and a slew of other new features, just like everyone else. 

The MICE industry and all its new features, will stand tall, and continue to reinvent itself on the African continent. “the sun does not forget a village, just because it’s small.” Even in difficult times, for us as a sector, and so many other professions all over the world, the sun will still come up and shine around us.