One of Africa’s leading destinations will be showcasing the opportunities to host meetings, incentives, conferences and events (MICE) in the southern African state this month in the UK.
Zimbabwe, famous for the Victoria Falls and outstanding national parks, is set to reveal the incredible choice of meeting and event venues across the nation at The Meetings Show this June in London. A delegation organised by the Zimbabwe Tourism Authority will meet face-to-face with travel and event professionals at the major industry gathering that welcomes exhibitors from around the world including hotels, destinations, destination management companies, conference centres, venues and technology suppliers.
Earlier this year, Zimbabwe gained accreditation to join The Global Association of the Exhibition Industry (UFI) that has 64 national and regional members representing 50 000 exhibition industry employees. The country joins South Africa, Rwanda and other leading African conference industry destinations in the organisation alongside major international exhibition associations and trade show organisers.
Meet in Zimbabwe
The UK visit builds on the momentum set by the Meet in Zimbabwe campaign, launched during the country’s own Sanganai / Hlanganani tourism show in October 2021, to help kick-start the country’s strong MICE sector following dislocation arising from the pandemic. This international initiative has seen the country’s meetings and events offerings given exposure at major conference industry shows around the globe.
Felicia Munjaidi, who represents the Zimbabwe Tourism Authority in the UK, is keen to highlight the skills and professionalism of MICE industry professionals in the country: “Our English-speaking hospitality workforce is a major asset.” The tourism spokesperson also wishes to showcase the country-wide attractions for meeting delegates who have an opportunity to take pre- or post-conference tours, observing: “On many occasions, I have seen when someone visits Zimbabwe once, they always want to return!”
Global market growth
Analysis by international market data provider Statista, shows travel and tourism contributed approximately four percent to Zimbabwe’s GDP in 2020. Like other destinations, the contribution of tourism to the economy of Zimbabwe experienced a significant drop in 2020 due to the pandemic. The country, however, views MICE as key element in rebuilding the industry. Market research firm Next Move Strategy Consulting forecasts indicate the global MICE market, valued at USD 920 million, is expected to rise steadily over the coming years to be worth USD 1.8 billion by 2030. Zimbabwe is actively positioning to capture some of this growth. The MICE sector this year has already seen conference planners increasingly return to live-only events. This reflects a growing appreciation for the value of face-to-face events after the lockdown periods. Conference planners are maximising formats for engagement, participation, relationship building and networking whilst also embracing hybrid opportunities.
A promising future
According to Chipo Mandela, Managing Director of Cresta Hotels that hosts small to medium events in all of the group’s five Zimbabwean properties, while the industry faces the immediate challenge of rebuilding the market, the future looks promising: “We expect that large-scale, major international conferences will make a return to Zimbabwe within the next two to three years.” The respected hotelier, whose meetings capacity includes the Cresta Sango conference centre with cinema-style seating for 600 people, also believes Zimbabwe’s air connectivity will boost the MICE market. “International travellers can reach Harare through hubs such as Johannesburg and Nairobi,” explains Chipo Mandela, “Also flights from Europe, the Americas, Asia and Australasia by way of Middle East hubs such as Doha and Dubai.” International airlines flying into Harare and Victoria Falls include Ethiopian Airlines, RwandAir, Emirates and Kenyan Airways.
To find out more about meetings, conferences and arts events across Zimbabwe, visit Stand: E33 Zimbabwe Tourism Authority at The Meetings Show (London, 29 to 30 June 2022).
Top image: Harare, the capital of Zimbabwe, offers ideal meeting and event options thanks to diverse venues, a strong hospitality workforce, good security and easy access to the international airport. (Credit: Toubibe / Pixabay)
