Chronicle Editor
Business Reporter
ZIMBABWE yesterday officially launched the “Destination MICE’’ (Meetings, Incentives, Conferences, Events and Exhibitions) Campaign aimed at steering growth and recovery of the tourism sector through hosting of big local and international events.
The campaign is an outcome of extensive consultations within the tourism industry and draws inspiration from the National Tourism Recovery and Growth Strategy, which was launched by President Mnangagwa last year.
Acting Minister of Environment, Climate, Tourism and Hospitality Industry, Dr Jenfan Muswere, presided over the virtual launch, which was witnessed by delegates to the ongoing 2021 edition of the Sanganai/Hlanganani – World Tourism Expo.
The intervention comes at a time when the Covid-19 pandemic has disrupted world economies and the worst affected sector being tourism as countries were at one time forced to restrict travelling. Many countries closed their borders and as such there was no air and road travel allowed for tourists and other travellers.
Countries in a bid to contain the pandemic enforced lockdowns to restrict movement even within the countries and also banned gatherings. General economic activities were suspended except for essential services.
Most meetings, conferences, events and exhibitions were either cancelled, postponed or moved to virtual platforms.
The cancellations and postponement of conferences, conventions, events and exhibitions impacted negatively on most tourist destinations which are the usual venues for such meetings.
In his address, Dr Muswere said the ‘Destination MICE’ campaign must ride on the great strides made by the Government in managing the pandemic through the efficient roll out of the vaccination programme.
“This has helped the resumption of meetings, conferences, events and exhibitions in Zimbabwe albeit starting with smaller numbers,” he said.
“Clearly the volatility in the MICE market brought about by Covid-19 calls for creative and innovative safe solutions.
For the long-term benefit of all, there is a need for collective effort and partnerships from the tourism industry, Government, association market and corporates in making the much-needed recovery of the sector and the economy at large.”
According to a study by the International Conference and Congress Association, 50 percent of the scheduled association meetings to Africa were postponed and 13 percent were cancelled completely in 2020.
“As the country’s economy recovers from the Covid-19 dent, the role played by MICE tourism can never be understated. Face-to-face meetings and events play an integral role in bolstering our national economy and key business sectors,” said Minister Muswere.
He said Business tourism (MICE) connects experts across sectors and is the fastest of all efforts to drive the much-needed economic recovery.
The size of the global MICE industry was $805 billion in 2017 and is projected to reach $1,439 trillion in 2025, according to the Allied Market Research 2017. These projections have obviously been affected by Covid-19 but are an indication of the MICE sector potential.
The players in the sector have emphasised the fact that conventions, conferences, exhibitions and trade shows are not generic “mass gatherings” and, therefore, should be given special reprieve as the country works on controlling the pandemic.
“As we demonstrate our preparedness as a sector, we will leave no one doubting our commitment in supporting the Government in fighting this deadly pandemic,” said Dr Muswere.
“Let’s continue improving and striving for the best as we roll out this campaign. As societies and economies suffer from the fallout, we have a very important role to play for the recovery of not only the tourism and hospitality sector but the economy as a whole.”
Dr Muswere said collective stakeholder involvement was paramount in order for the campaign to be successful and to yield the desired results of helping sectoral business recovery.
“I encourage all associations in Zimbabwe to start engaging and submit bids to their regional and international chapters to bring their meetings, conferences and events to Zimbabwe,” he said.
“I also urge the National Convention Bureau to take stock of all events and festivals that happen in our 10 provinces and to work with relevant stakeholders to promote those events that will help spread tourism across the country.”
Dr Muswere also called upon ministries, departments, parastatals, agencies and associations in Zimbabwe to also play ball and assist in ensuring the successful hosting of international MICE events.
“This is our campaign and together we can make Zimbabwe shine again. Let us all bring the world to Zimbabwe and show them that we are a safe destination,” he said.
Online Reporter