Online Reporter
Nqobile Bhebhe in Masvingo
THE Government is intensifying efforts to position Zimbabwe as a competitive global Meetings, Incentives, Conferences and Exhibitions (MICE) destination, with increased investment in conferencing infrastructure, technology, human capital and destination accessibility expected to drive the strategy.
The initiative forms part of broader efforts to strengthen Zimbabwe’s presence on the global tourism map and leverage MICE tourism as a catalyst for investment, business growth, job creation and increased foreign currency earnings.
MICE tourism refers to travel centred on business events, bringing together delegates, corporate travellers, exhibitors, investors and professionals for meetings, conferences, incentive programmes, trade shows and exhibitions.
It is a high-value segment of the tourism industry that stimulates demand for accommodation, transport, venues, catering, technology and professional services, while creating opportunities for investment, business networking, knowledge exchange and increased visitor spending.
Tourism and Hospitality Industry Permanent Secretary Dr Takaruza Munyanyiwa said Government would prioritise the development of world-class infrastructure and internationally recognised service standards to enable Zimbabwe to compete for a larger share of the global business events market.
He was speaking during the MICE Masterclass held on the sidelines of the 19th Sanganai/Hlanganani World Tourism Expo in Masvingo.
The Masterclass, held under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism”, provided a platform for tourism industry players to explore how innovation, technology and emerging trends can transform Zimbabwe’s MICE sector and enhance the country’s competitiveness.
Dr Munyanyiwa said Government had adopted a deliberate clusterisation approach to strengthen specialisation, collaboration and competitiveness across the tourism value chain.
“As the Ministry responsible for Tourism and Hospitality, we have recognised the need to clusterise the tourism industry as a deliberate approach to strengthening specialisation, collaboration and competitiveness across the sector. The MICE cluster is among these important clusters, given its potential to bring together various players within the tourism value chain and unlock new opportunities for growth.”
He said MICE tourism presented Zimbabwe with a significant opportunity to diversify its tourism offering while attracting high-value international visitors and business travellers.
“MICE tourism presents a significant opportunity for Zimbabwe to position itself as a competitive destination for international meetings, conferences, exhibitions and business events. Beyond the events themselves, MICE brings together tourism, hospitality, transport, technology, investment and professional services, creating value across the wider economy,” he said.
Government’s strategy is expected to create opportunities for both public and private sector investment, particularly in conference facilities, accommodation, transport, digital infrastructure and professional services.
Dr Munyanyiwa said Government was committed to creating an enabling environment that would attract investment and meet the evolving expectations of international business travellers.
“Government is committed to strengthening Zimbabwe’s position on the global tourism map and to deliberately developing the country as a competitive MICE destination. In this regard, the Government will prioritise investment in world-class conferencing and tourism infrastructure, human capital development, digital and technological capabilities, destination accessibility and internationally recognised service standards.”
He said achieving those goals would require stronger collaboration between Government and the private sector.
“These interventions will be pursued through coordinated public and private sector partnerships to ensure that Zimbabwe is fully equipped to meet the evolving demands of the modern MICE traveller and compete effectively for a greater share of the global business events market.”
Dr Munyanyiwa said the Masterclass had come at a critical time as Zimbabwe seeks to enhance its capacity to host major international business events.
“This Masterclass therefore comes at an opportune time. It provides an important platform for our tourism professionals and stakeholders to learn from experience, exchange ideas and strengthen their capacity to deliver world-class business events.”
He said technology was rapidly reshaping the global MICE industry, making it imperative for Zimbabwe to accelerate digital adoption.
“We are particularly encouraged by the growing role of technology and innovation in the MICE sector.
Digital platforms, artificial intelligence and data-driven solutions are transforming how events are marketed, organised and experienced.
“As a country we must embrace these developments if we are to remain competitive.”
