Tourism: Analysing M.I.C.E. in Africa pre-COVID-19 by Rick Taylor – Parr 2

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This is the second part of Rick Taylor’s presentation at the 16th Akwaaba African Travel Market MICE Conference held in September 2020.

For the first part, please click

The first part of this presentation dealt with the history or origin of M.I.C.E. and some of the various situations that have affected the industry in the past, before the present COVID-19 pandemic.

Africa ranks 6th of the world’s fastest growing economies. Tourism investment totalled US$ 17 billion, with 56,925 rooms in hotel pipeline. Underdeveloped air connectivity reached US$ 28.7 billion.

The African Union (AU) Agenda 2063, Africa’s blueprint and master plan for transforming Africa into the global powerhouse of the future.

African Continental Free Trade Area (AfCFTA) GDP of $2.5 trillion.

15% of world’s population (1.3 billion in 2019); 60% under the age of 25; 2 billion projected by 2040

1,07 trillion US$: Global business events direct spending 2018 EIC

23 billion US$: Africa business events direct spending 2018 EIC – 2.2%

328 thousand: Africa business events direct jobs 2018 EIC

Research by International Meetings Review conducted on February 6, 2018 shows that MICE Industry is set to hit $1.245 billion in 2023.

The International Congress and Convention Association (ICCA) total meetings across the globe for 2019 was 13,254.

Africa had just 3% of the figures, with Europe taking the largest slice at 52%. Asia Pacific had 23% while N. America had 11%.

Leading African MICE countries:

Top 10 in Africa according to ICCA for 2019 are:
1, South Africa
2, Morocco
3, Rwanda
4, Egypt
5, Kenya
6, Uganda
7, Tunisia
8, Ghana
9, Ethiopia and Tanzania
10, Nigeria

*insert chart

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