Zambia Launches Study to Harness MICE for Tourism Sector Growth
The Ministry of Tourism, in partnership with the Zambia Institute for Policy Analysis and Research (ZIPAR), has launched a groundbreaking study titled “Harnessing Meetings, Incentives, Conferences and Exhibitions (MICE) for Zambia’s Tourism Sector Growth.”
This research explores the vast potential of MICE tourism in driving economic growth, creating jobs, and positioning Zambia as a leading business tourism destination in Africa.
MICE tourism plays a crucial role in diversifying Zambia’s tourism beyond leisure travel. Its ability to attract high-value business travelers, stimulate infrastructure development, and enhance global visibility presents a strategic opportunity for Zambia’s economic advancement.
The study highlights the potential for Zambia to tap into a sector that is projected to reach $1.44 trillion globally by 2025. In the past two years alone, Zambia has seen a 67.5% revenue increase from MICE activities.
At the study launch, Minister of Tourism, Rodney Sikumba, expressed the government’s commitment to unlocking the full potential of MICE tourism in Zambia. “Zambia has the capacity to become a preferred destination for international conferences and business events.
This study provides a blueprint for improving infrastructure, streamlining policies, and attracting investment to strengthen our competitiveness in the global MICE market,” Sikumba said.
He urged stakeholders, including government agencies, the private sector, and development partners, to collaborate in implementing the study’s recommendations. By harnessing MICE tourism, Zambia can achieve sustainable growth, boost foreign direct investment, and create a more resilient tourism sector.
Zambia Institute for Policy Analysis and Research (ZIPAR) Interim Executive Director, Mr. Zali Chikumba, emphasized that the study serves as a roadmap for the nation’s tourism strategy. It offers clear guidelines for attracting more MICE activities and boosting economic growth.
Chikumba noted the importance of aligning Zambia’s natural assets with global MICE trends to position the country as a premier business tourism destination in Africa.
