Zimbabwe Positions Itself as a Premier MICE Destination

The Ministry of Tourism and Hospitality Industry, through the Zimbabwe Tourism Authority (ZTA), is making significant strides to elevate Zimbabwe’s position as a prime destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. A key strategy in this endeavor is a strategic partnership with Fastjet and local stakeholders to promote Bulawayo as a thriving MICE hub.

MICE tourism, a niche market within the broader tourism industry, focuses on attracting business travelers and event planners. It encompasses a wide range of events, including conferences, conventions, trade shows, corporate meetings, and incentive trips. This type of tourism generates substantial economic benefits for host destinations, including increased revenue from accommodation, transportation, food and beverage, and retail sectors.

Bulawayo, Zimbabwe’s second-largest city, offers a unique blend of historical charm and modern amenities. The city boasts a rich cultural heritage, world-class hospitality, and state-of-the-art infrastructure, making it an ideal location for hosting a variety of MICE events.

To bolster Bulawayo’s MICE tourism potential, the ZTA has partnered with Fastjet to enhance connectivity between Johannesburg and Bulawayo. This strategic move will make it easier for international delegates and business travelers to reach the city. The facilitation of seamless travel positions the partnership to attract a larger number of MICE events to Bulawayo.

As part of this initiative, the ZTA hosted a familiarization tour for senior business consultants from Tourvest, a leading South African Destination Management Company. The tour provided these industry experts with firsthand experience of Bulawayo’s MICE offerings, including its world-class venues, accommodation options, and cultural attractions. The ZTA hopes to entice Tourvest to incorporate Bulawayo into its future MICE itineraries, showcasing the city’s potential.

This strategic move by the ZTA is expected to significantly boost Zimbabwe’s MICE tourism industry. Through the proper positioning of Bulawayo as a premier MICE destination, the country aims to attract a larger share of the global MICE market, generating substantial economic benefits and promoting sustainable tourism development.

Text: Martin Chemhere