Online Reporter
Nqobile Bhebhe in Masvingo
Government is stepping up efforts to position Zimbabwe as a competitive Meetings, Incentives, Conferences and Exhibitions (MICE) destination, with investment in world-class infrastructure, human capital, technology, accessibility and internationally recognised service standards set to anchor the strategy.
MICE tourism refers to travel linked to business events such as meetings, conferences, incentive programmes, exhibitions and trade shows, generating demand across accommodation, transport, hospitality, technology and professional services.
Tourism and Hospitality Industry Permanent Secretary Dr Takaruza Munyanyiwa said Government viewed MICE tourism as an important growth area capable of attracting high-value visitors and creating opportunities across the wider economy.
He was speaking during the MICE Masterclass held on the sidelines of the 19th edition of the Sanganai/Hlanganani World Tourism Expo in Masvingo on Tuesday, running under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”.
“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.”
Dr Munyanyiwa said MICE tourism provided Zimbabwe with an opportunity to diversify its tourism offering and increase its share of the international business events market.
“MICE tourism presents a significant opportunity for Zimbabwe to position itself as a competitive destination for international meetings, conferences, exhibitions and business events,” he said.
“Beyond the events themselves, MICE bring together tourism, hospitality, transport, technology, investment and professional services, creating value across the wider economy.”
He said Government would work with the private sector to strengthen the country’s competitiveness.
“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, 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.”
Dr Munyanyiwa said technology and artificial intelligence were increasingly transforming the global MICE industry.
“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.”
