Preparations are intensifying for the 9th Africa Business Tourism and MICE Masterclass, scheduled for 25–26 June 2026 at the BDO Offices in Illovo, Johannesburg, as organisers officially unveil the programme and expert faculty for this year’s edition.
Convened by Africa Tourism Partners in collaboration with BDO South Africa, UN Tourism and the Southern Africa Association of Conference Industries (SAACI), the masterclass will run under the theme “Unlocking Optimal Economic Value and Revenues for Africa MICE Destinations and Businesses.”
The two-day forum arrives at a critical moment for Africa’s Meetings, Incentives, Conferences and Exhibitions sector, as global business tourism continues its strong upward trajectory. With the worldwide MICE market projected to exceed two trillion dollars by 2036, stakeholders across the continent are under growing pressure to compete more strategically, optimise revenues and demonstrate measurable economic impact.
Focus On Revenue, Strategy And Technology
This year’s curriculum places a strong emphasis on high-stakes revenue optimisation, sustainable destination development and cross-border business linkages. Delegates will also engage with practical applications of artificial intelligence and digital tools aimed at improving profitability and decision-making across the value chain.
According to the organisers, the masterclass is designed to move beyond theory, equipping participants with actionable frameworks that can be applied immediately within destinations, venues, professional conference organisers and allied businesses.
Glenton De Kock, Chief Executive Officer of SAACI, is expected to lead sessions focused on aligning public and private sector stakeholders to position business events as core contributors to national gross domestic product. His contributions will centre on policy coherence, destination competitiveness and long-term economic value creation.
Financial and economic perspectives will be delivered by Lee-Anne Bac and Christelle Grohmann, Partners in Strategic Development and Advisory at BDO South Africa. Their sessions will analyse macro-economic trends, investment risk, and innovative mechanisms – including short-term rental ecosystems – for capturing greater business tourism spend.
Practical Tools For Competitive Destinations
Across the two days, delegates will examine sustainable positioning strategies for destination managers seeking to secure a larger share of global corporate and association travel. Structured methodologies for bid or no-bid decision-making in competitive international bidding environments will also feature prominently.
Another key focus will be the evolving role of exhibitions, with sessions reframing them as cost-effective global sales and market access platforms rather than standalone marketing activities.
Operational and financial resilience will be addressed by industry specialists including Akwasi Obeng-Adjei of Absa Group, Maureen Masuku of eBucks Corporate Travel, and Tes Proos, founder of Crystal Events and Incentives.
Artificial Intelligence And Skills Development
A collaborative session featuring Judith Mongala from Meta Sub-Saharan Africa and Kobby Mensah, Chief Executive Officer of the Ghana Tourism Development Company, will explore how artificial intelligence can be deployed by tourism and hospitality operators to drive efficiency, improve customer insight and protect margins.
Beyond commercial outcomes, the masterclass continues to position itself as a continental platform for skills transfer and collaboration. Emerging entrepreneurs, youth, women-led businesses and senior executives are expected to engage in peer learning aimed at strengthening Africa’s collective capacity to host and win high-value business events.
Registration Open
Registration for the 9th Africa Business Tourism and MICE Masterclass remains open, with tiered savings available for early confirmations, small and medium-sized enterprises, students and corporate teams. Organisers say interest is building steadily as the June dates draw closer, reinforcing the forum’s status as one of Africa’s leading business tourism capacity-building events.
Register here https://africamiceacademy.com/registration/
