Zambia Eyes MICE Growth as Key Driver of Tourism Development
Zambia is positioning the meetings, incentives, conferences and exhibitions (MICE) segment as a key driver of tourism growth and economic development, Minister of Tourism Rodney Sikumba has said.
Speaking through Permanent Secretary Evans Muhanga at the Events Professionals Association of Zambia (EPAZ) Industry Mixer in Lusaka, the minister commended the association for creating a platform that promotes collaboration among industry stakeholders.
He emphasised that the MICE segment presents a strategic opportunity for Zambia to position itself as a competitive and high-value tourism destination.
“Each conference and corporate event contributes to destination visibility and increased tourist arrivals, thereby spurring economic growth,” the minister said in a speech read on his behalf.
He reiterated government’s commitment to supporting the tourism sector through policy development, infrastructure investment and strategic partnerships aligned with national development priorities. He also called for increased investment in professional development and adherence to quality standards across the industry.
“As we move into the year ahead, I wish to reaffirm the government’s commitment to working with you to unlock the full potential of the tourism and events industry,” he added.
Earlier, Cisanga Mwanza, Chairperson of EPAZ, highlighted the rapid growth of the global MICE industry, noting that it is valued in the hundreds of billions of dollars and supports millions of jobs worldwide.
“MICE is no longer just a segment of tourism; it is a strategic economic lever,” she said, pointing to its role in driving investment, trade, knowledge exchange and competitiveness.
Ms Mwanza noted that with tourism identified as a key pillar of Zambia’s economic diversification agenda, the MICE sector offers significant multiplier effects, including longer visitor stays, increased spending and growth in related industries.
She also acknowledged progress made by the Ministry of Tourism Zambia and the Zambia Tourism Agency in raising the country’s profile in the business events space.
In addition, she cited efforts to build local capacity through institutions such as the Zambia Institute of Hospitality Studies, which are helping to develop a skilled workforce for the sector.
EPAZ, she said, remains committed to professionalising the industry, strengthening standards and ensuring high-quality delivery of events hosted in Zambia.
