Zimbabwe is positioning itself as a leading destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, leveraging its diverse attractions to drive economic growth. Tourism and Hospitality Industry Minister Barbara Rwodzi outlined this strategy at the Zimbabwe MICE Masterclass in Bulawayo, coinciding with the 17th Sanganai/Hlanganani World Tourism Expo.
The global MICE industry, valued at approximately £510-550 billion, presents a significant opportunity for Zimbabwe. The country aims to tap into this market by showcasing its unique blend of natural beauty, cultural heritage, and improving infrastructure.
Key attractions include the Chilojo Cliffs in Gonarezhou National Park, Victoria Falls, and Great Zimbabwe. However, officials acknowledge the need for larger conference facilities, with plans to develop 5,000 to 10,000-seat venues in each province.
The Zimbabwe Tourism Authority is actively promoting these resources to international markets. Rwodzi emphasised that MICE tourism could significantly contribute to revenue generation, job creation, and GDP growth.
Experts suggest that Zimbabwe should also invest in technology infrastructure to support hybrid events, a growing trend in the MICE sector. The government is calling for private sector collaboration to realise this vision and develop necessary facilities.
By focusing on MICE tourism, Zimbabwe aims to position itself as a competitive destination in the regional market, potentially transforming its tourism industry and broader economy.
