By Jonathan Mbiriyamveka
MASVINGO — The global business events market is worth an estimated US$650 billion to US$700 billion.
Africa’s share is just two percent. Zimbabwe, with its rich tourism assets and growing conference infrastructure, is determined to claim a larger slice of that pie — and it cannot do it alone.
Addressing the MICE Masterclass at the 19th Sanganai/Hlanganani/Dzimbahwe World Tourism Expo, Tourism and Hospitality Industry Permanent Secretary Dr Takaruza Munyanyiwa underscored the importance of public-private partnerships in developing Zimbabwe’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Nonnie Kubeka Gauteng Convention Bureau who was guest presenter at MICE Masterlass
“These interventions will be pursued through coordinated public and private sector partnerships to ensure that Zimbabwe is fully equipped to meet the evolving demands of the modern MICE traveller and compete effectively for a greater share of the global business events market,” Dr Munyanyiwa said.
A Strategic Priority
MICE tourism has been identified as a strategic priority under Zimbabwe’s cluster-based tourism strategy, which also includes sports tourism, culture and heritage tourism, and agro-tourism.
The country has recorded 384,221 business tourist arrivals in 2024, signalling a robust recovery for the sector.
Tourism and Hospitality Industry Minister Barbara Rwodzi has made clear why the sector is a priority. “MICE tourism cluster brings a lot of people who spend because of its own nature. People are discussing business and those people are already in jobs or they are running businesses. So they have the money to spend”.
Private Sector Stepping Up
The private sector is already responding to the opportunity. In Bulawayo, Bethel Suites is investing in conference facilities and developing a new conference centre in the Fourwinds area.
“We really want to get the message out there because conferencing is gaining momentum, but we still have few facilities. We are exploring ways to expand, as individuals and businesses are now opting for other options,” said Bethel Suites operations manager Ms Tariro Mtamangira.
In Victoria Falls, a new seasonal luxury tented camp has launched on the private Jafuta Reserve, targeting international incentive and group travel markets.
The Victoria Falls Tented Camp comprises 40 luxury en-suite canvas tents accommodating up to 80 guests, with the option to scale capacity for groups of more than 100.
Government Support
The Infrastructural Development Bank of Zimbabwe (IDBZ) has pledged its support to help grow the MICE sector, providing expertise, resources, and networking opportunities.
During the 2024 Sanganai-Hlanganani World Tourism Expo MICE Masterclass, IDBZ Independent Evaluation Department Director Engineer Irene Kamutero-Goto said: “We are excited to collaborate with local partners to tap into this potential and make Zimbabwe a premier MICE destination in Africa” .
In 2024, Zimbabwe hosted high-level international gatherings including the Southern African Development Community Summit, the UN Regional Forum on Gastronomy Tourism for Africa, and the UN Economic Commission for Africa’s Conference of African Ministers of Finance, Planning and Economic Development.
These events not only showcased Zimbabwe’s hospitality but also had significant economic ripple effects across hotels, airlines, restaurants, and local tour operators .
The Global Opportunity
Zimbabwe’s renewed focus on MICE comes as Africa’s business events sector continues to grow. Tourism analysts increasingly identify business events tourism as one of the continent’s fastest-growing segments due to rising corporate investment, regional trade integration, and improving conference infrastructure .
African destinations are investing heavily in convention centers, luxury hotels, aviation infrastructure, and event tourism facilities to compete for international conferences and executive meetings.
The Ministry of Tourism and Hospitality Industry is actively bidding to host regional and international events through the Zimbabwe National Convention Bureau, including those of the African Public Relations Association (2025), the African Federation of Institutes of Internal Auditors (2026), the International Brain Research Organisation (2027), and Jehovah’s Witnesses (2026) .
A Shared Responsibility
Dr Munyanyiwa’s message to the MICE Masterclass participants was clear: collaboration is essential.
“I encourage all participants to make full use of this Masterclass—not only to acquire knowledge, but also to build partnerships and identify practical opportunities that can contribute to the growth of our MICE cluster and the wider tourism industry” .
“Let us work together to make Zimbabwe a destination of choice for business events in the region and beyond”.
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