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Business Writer

Zimbabwe took advantage of the just-ended 2024 Edition of Meetings Africa tourism event in South Africa to unlock the Meetings, Incentives, Travel, Conferences, and Exhibitions (Mice) market potential for the benefit of the country’s economy.

Meetings Africa is the continent’s leading Mice show, which offers a one-stop shop networking platform for destination management companies, international associations, and national convention bureaus.

This comes as the country is looking towards embracing intra-regional cooperation towards the advancement of Mice Tourism in the destination.

Under the National Tourism Recovery and Growth Strategy — the blueprint that is expected to drive tourism sector growth — the Government is targeting sector growth to attain US$5 billion by 2025.

Tourism and Hospitality Industry Deputy Minister, Tongai Mnangagwa, led a delegation of Ministry and Zimbabwe Tourism Authority officials to the two-day 18th edition which ended yesterday.

The delegation also comprised five tourism operators who are in the Mice business namely African Sun Hotels, Rainbow Tourism Group, Victoria Falls Hotel, Airports Company of Zimbabwe, and Zimbabwe International Trade Events (ZITE).

In an update, the Tourism Authority of Zimbabwe (ZTA), said as international associations are always looking for new destinations for rotational meetings, destination Zimbabwe is present and ready to be considered as a host.

“Zimbabwe is represented by players who are keen on tapping into the lucrative Mice industry and building new contacts for more business as the business tourism sector is characterised by high spenders and large groups ranging from 100 to 3 000 participants.

“The fair provides the perfect business platform for the promotion of Mice Tourism as it attracts senior decision-makers, buyers, and influencers from across the globe. In addition, it enables destinations to tap into a wide database of international professionals from the meetings and business travel industry,” said the tourism body.

The event had a packed program that ran parallel to the exhibition. They included networking events and educational sessions that will cover key topical issues pertinent to the Mice sector.

“The first day is known as the BONDay (Business Opportunity and Networking Day) with key associations in the Mice industry hosting their members to brainstorming and engaging sessions aimed at enhancing professional development in the sector and industry.

“Fruitful discussions on how the African continent can grow and claim its share of the global receipts of Business Tourism is the key goal at the table.”

South Africa Tourism Minister,Ms Patricia de Lille, officially opened the Meetings Africa on Tuesday.

Meanwhile, Zambia’s High Commissioner to South Africa, Ms Mazuba Monze, paid a courtesy call on Minister Mnangagwa and took the opportunity to invite Zimbabwe to attend Zambia Travel Expo (Zatex) 2024 set for June 13 to 15 at Mulungushi International Conference Centre in Lusaka.

Zambia will be attending the Sanganai/Hlanganani World Tourism Expo in Zimbabwe.