Get up to date with the latest MICE – Meeting, Incentive, Conference and Events news out of Africa with this weekly news wrap-up.

WTM Africa 2024 opens with a significant 53% increase in attendees

Record-breaking attendance marks Africa Travel Week’s triumphant return! This year’s event in Cape Town shattered expectations with a staggering 53% surge in attendees from 88 nations worldwide. This remarkable growth positions Africa as a formidable force in the global tourism landscape. The addition of first-time participants from diverse destinations like Greece, Iran, and Peru infuses the event with fresh perspectives and boundless opportunities for collaboration.

Engaging discussions on responsible animal interactions and inspiring stories from Responsible Tourism Award winners further solidified Africa’s dedication to ethical travel practices. Carol Weaving, Managing Director of RX Africa, commented: “We are incredibly proud to celebrate the 10th anniversary of Africa Travel Week with such a phenomenal turnout. This growth is a testament to the resilience and rising global appeal of the African tourism industry.”

With such a resounding start, Africa Travel Week 2024 promises to be a landmark event, fostering economic growth, cross-cultural connections, and positioning Africa as a must-visit destination for responsible, awe-inspiring adventures. Editors won’t want to miss covering this transformative gathering.

Check out all the photos from the event on our Facebook page here.

5th Malawi International Tourism Expo to be Held 25-27 April

The Warm Heart of Africa welcomes you to the 5th edition of “Takulandirani” Malawi International Tourism Expo (MITE) to be held from 25th to 27th April, 2024 at the Bingu Wa Mutharika International Convention Centre (BICC) in Lilongwe. Registration is ongoing for this year’s Malawi International Tourism Expo (MITE2023). Read more about the event here.

MICE is a $1 trillion market Africa should be taking advantage of

The global MICE travel market is expected to reach US$1 trillion in 2024, providing significant opportunities for destinations to take advantage of. As the second fastest growing economy in the world, with unique experiences and attractions, Africa has the potential to take advantage of a number of emerging trends in this market. Speaking during World Travel Market held in Cape Town last week, Nick Nagle, Marketing Manager for IBTM world, said Africa currently accounts for 10% of the global MICE share, but destinations could be doing more to market themselves.

Africa’s Eden Hosted Buyer Show Heads to Zambia

Africa’s Eden, the gateway to the tourism network of Botswana, Namibia, Zambia, and Zimbabwe, will host its 2024 Hosted Buyer Show at Ciêla Resort & Spa in Lusaka from April 22-25. The event places a particular focus on African buyers from southern Africa, East Africa, Indian Ocean Islands as well as some from West Africa. The exhibitors are all Africa’s Eden members. Click here to access all Africa’s Eden trade shows taking place this year.

Essence of Africa Exhibitor Registration Opens

Exhibitor registrations are now open for Essence of Africa, Africa’s International Buyer Forum, an innovative meetings-driven tourism event designed to facilitate meaningful interactions between buyers and sellers within Africa’s tourism industry. The event is scheduled to take place from October 2-4, at the Sarit Centre in Nairobi, Kenya.

Launched by On Show Solutions and Experience Africa Events, the events division of the African Travel and Tourism Association (ATTA), this private-sector-led initiative is poised to become a platform for enhancing partnerships between Africa and global source markets.

South Africa Tourism at ITB Berlin

The Team South Africa delegation at ITB Berlin, led by South African Tourism CEO, Nombulelo Guliwe and joined by 63 exhibitors including 14 SMMEs, has returned to SA with optimism having largely achieved their goals of good meetings with buyers and new business prospects.

Speaking on the sidelines of one of the largest global trade shows, Guliwe said: “I have received great feedback from exhibitors at the stand who said that the quality of the buyers they have met with has already proven to yield positive results. Some of the exhibitors already have confirmed bookings emanating from their meetings here at ITB. This is what makes our presence at this trade show worthwhile.”

Youth Tourism Summit in Namibia

This year’s sixth edition of the Africa Youth in Tourism Innovation Summit, to be held in Windhoek, Namibia from May 28-31, has been curated to accelerate innovative travel industry and start-up linkages amongst all participants.

Key among this year’s programme is an Entrepreneurship Masterclass and Intra-Africa Trading Day. These are aimed at youth and women in tourism, businesses, start-ups, entrepreneurs and all Namibian Tourism stakeholders to guide and assist them on how to improve their businesses or to source funding for start-ups across Africa’s tourism and related industries.

Meetings Africa 2024 a success

Meetings Africa 2024 kicked off with an air of celebration and anticipation at the Sandton Convention Centre, Johannesburg, as Minister of Tourism, Patricia de Lille, welcomed delegates to the event. Highlighting the significance of South Africa’s 30 years of Freedom, Minister de Lille emphasized the country’s commitment to partnerships across the African continent. With a record-breaking presence of 380 exhibitors from 21 African countries, including 19 debutants, the event underscored its status as a Pan-African showcase of excellence in the business events sector.

The economic impact of Meetings Africa was not overlooked, as Minister de Lille outlined the substantial contributions made by the event. With South Africa securing 40 bids for the 2022/23 financial year and a further 95 bids for international business events lined up from 2024 to 2032, the country is poised to attract significant investment and delegates. Moreover, last year’s Meetings Africa generated a staggering R388.5 million for the South African economy, showcasing the event’s pivotal role in driving growth and creating opportunities in the region. As the event unfolds over the next two days, attendees can expect a platform ripe for collaboration, networking, and showcasing the best of Africa’s business events offerings.

WTM Africa goes green

WTM Africa 2024 is gearing up to put sustainability at the forefront of its agenda, showcasing a commitment to responsible tourism and eco-friendly practices. Scheduled from April 3rd to April 5th, 2024, at the Cape Town International Convention Centre, the event aims to promote environmental consciousness within the tourism industry. Partnering with the City of Cape Town, renowned for its sustainable tourism initiatives, WTM Africa is set to spotlight eco-friendly practices and initiatives throughout its landmark 10-year anniversary program.

Megan De Jager, Portfolio Director of Travel and Tourism at RX Africa, emphasized the importance of integrating sustainability into the tourism sector’s growth. Initiatives at WTM Africa 2024 include collaborations with environmentally conscious partners such as the CTICC, implementation of recyclable materials like biodegradable Kraft paper badges and cotton show bags, and the introduction of the Sustainability Village, showcasing responsible tourism in action. With a focus on actionable changes and impactful partnerships, WTM Africa 2024 aims to inspire attendees to adopt sustainable practices and drive positive change within the industry. To attend WTM Africa 2024 and bolt-on events visit:

TBEX Africa Cancelled

The Travel Blog Exchange (TBEX) Africa 2024 event, originally scheduled to take place in Durban, South Africa this coming October, has been cancelled. This difficult decision was made after careful consideration and despite the unwavering commitment to delivering a world-class experience for travel from both TBEX and its partners at KwaZulu-Natal and Visit South Africa; unforeseen circumstances have made it impossible for TBEX to produce an event in South Africa this year.

TBEX, the largest conference and networking event for travel bloggers, online travel journalists, new media content creators, and travel industry professionals, has always strived to provide a platform for collaboration, education, and inspiration within the travel community. Registered attendees, sponsors, and partners will receive communication regarding relevant details shortly. For the latest updates and information, please visit

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Editor Africa Beat

Africa Beat is the source of all your news and updates in the travel industry out of Africa. You will find also find reviews and features focused on Africa.

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