Africa Tourism Partners, in collaboration with BDO South Africa, UN Tourism, and the Southern Africa Association of Conference Industries (SAACI), has officially unveiled the comprehensive programme and expert faculty for the 9th Africa Business Tourism and MICE Masterclass.
The build-up to the highly anticipated MICE Masterclass is rapidly gathering momentum ahead of its launch on 25–26 June 2026 in Johannesburg, South Africa. This flagship continental event serves as a critical engine for Africa business tourism, bringing together top global executives to tackle shifting market dynamics.
Organisers have officially unveiled the full programme and expert faculty for this ninth edition. The event lands at a crucial evolutionary juncture. The global Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is currently experiencing a massive upward trajectory, with experts projecting the global market to reach over two trillion dollars by 2036. Africa is positioning itself to capture a significant share of this lucrative pie.
MICE Industry Revenue Optimisation Through AI
Africa Tourism Partners, in collaboration with BDO South Africa, UN Tourism, and the Southern Africa Association of Conference Industries (SAACI), will host the event at the BDO Offices in Illovo. The 2026 curriculum focuses heavily on high-stakes MICE industry revenue optimisation, cross-border business linkages, and integrating cutting-edge artificial intelligence to enhance profitability across the continent. Attendees will look closely at how modern technological disruptions can streamline operations.
Industry professionals will explore how to effectively utilize exhibitions as cost-efficient global sales channels rather than just marketing spaces.
An unparalleled lineup of international industry leaders and executive decision-makers will guide delegates through immersive, action-oriented learning modules.
A highly anticipated collaborative session featuring Judith Mongala from Meta Sub-Saharan Africa and Professor Kobby Mensah, Chief Executive Officer of the Ghana Tourism Development Company, will unpack the digital frontier, specifically teaching hospitality and tourism operators how to harness Artificial Intelligence to maximize their profit margins.
Africa Business Tourism MICE Masterclass 2026: Driving Sustainable Development
Glenton De Kock, Chief Executive Officer of the Southern Africa Association of Conference Industries, will spearhead actionable frameworks to align public and private entities in establishing business events as core drivers of national gross domestic product.
Delegates will analyse sustainable business tourism development strategies for destination managers to capture a growing share of global corporate travel.
The curriculum also features deep dives into structured methodologies for making bid or no-bid decisions when trying to secure complex international gatherings.
Financial insights will be driven by Lee-Anne Bac and Christelle Grohmann, Partners in Strategic Development and Advisory at BDO South Africa, who will analyse macro-economic growth patterns, high-stakes financial risks, and the leveraging of short-term rental networks to capture business tourism revenues.
Mitigating financial pressures and optimizing operational budgets will be addressed by corporate finance specialists, including Akwasi Obeng-Adjei from Absa Group, Maureen Masuku from eBucks Corporate Travel, and Tes Proos, the founder of Crystal Events and Incentives.
Empowering the African Workforce
The success of any business tourism destination is fundamentally linked to the specialized capabilities of its workforce, and the masterclass acts as a vibrant catalyst for cross-border collaboration by offering emerging entrepreneurs, youth, women, and executive decision-makers the exact tools required to capture modern MICE opportunities across Africa.
Registration for the 9th Africa MICE Masterclass 2026 is still open, with customized tiered savings available for small teams, corporate delegations, students, and small-to-medium enterprises who secure their spots before the end of May.
