The Africa Meetings, Incentives, Conferences, and Exhibitions (MICE) industry has matured into a powerhouse of economic growth, job creation, and global competitiveness. In an era where supportive government policies for MICE, SMEs, and entrepreneurs alongside the strategic implementation of the AfCFTA are opening new doors, the MICE or Business Event is more than a participant in the global market, it is a leader.

To support this momentum, we are proud to present a combined calendar of capacity building and business development designed to bridge the gap between local potential and global standards.

The 9th Africa Business Tourism & MICE Masterclass

Strategic Deep Dive & Capacity Building

The Africa Business Tourism & MICE Masterclass was established nine years ago to meet this transformative moment. As a premier continental platform, this flagship programhas empowered over 2,000 professionals, fostering the cross-border collaborations and business linkages that keep Africa’s MICE sector resilient, innovative, and thriving.

The 9th Edition: April 9 – 10, 2026 | Johannesburg, South Africa

This session offers a strategic deep dive into the future of event design, venue and facility management, MICE destination marketing, local and international bidding, and convention bureau operations. Whether you are a seasoned executive or a rising entrepreneur, this is where you gain the cutting-edge tools to position your destination at the forefront of the industry.

Curriculum & Faculty

Our academy’s prestige is rooted in a world-class faculty composed of visionaries who have shaped the global MICE landscape. Participants can expect a high-impact curriculum covering:

• Global and African MICE Trends & AI-driven digital transformation.
• Women in MICE Leadership and sustainable revenue growth.
• The Commercial Influence of Circular Events.
• Technical Mastery in AI tools and bidding for international events.

Registration

• Early Bird: USD 400.00 (or R 6,000.00 equivalent) if booked before 27 February 2026.
• Virtual Attendance: R 2,500 or US$ 150 for those unable to join physically.
• Group Discounts: 5% for small teams; 15% for corporate delegations (11+). Special rates are available for SMEs and students upon request.
• Registration Link: https://forms.gle/1g39yAFZWDVbsmK2A

(Please note: Delegates are responsible for their own travel and accommodation.)

ATPSA Roadshows 2026

The Marketplace for Connecting Intra-Africa Travel Sellers & Buyers

While the Masterclass builds your expertise, the Africa Tourism Private Sector Alliance (ATPSA) Roadshows provide the platform to apply it. In collaboration with key continental partners, these roadshows are a high-impact, multi-country business development initiative designed to unlock sales opportunities and accelerate intra-African tourism growth.

2026 Destinations & Schedule

Southern Africa | South Africa & Botswana | 26 Aug – 4 Sept | Includes Africa Tourism Leadership Forum (ATLF)

East Africa | Zanzibar & Tanzania Mainland | 27 – 30 Sept | Hosted at Golden Tulip Zanzibar & Mount Meru Hotel

West Africa | Nigeria & Ghana | Oct 2026 (TBC) | Includes Creative Connect Africa, Accra

Participation & Networking

Each city features a free-flow exhibition format with structured B2B meetings, speed marketing sessions, and curated networking.

• Who Will Participate: 100+ pre-qualified buyers per city (Incentive companies, corporate planners, PCOs).
• Who Should Exhibit: Hotels, lodges, conference venues, transport providers, and convention centres.

Exhibitor Costs:

• Southern & East Africa: USD 750 per city
• West Africa: USD 1,150 per city

Get Involved: Partnership & Contact

Join us as we redefine the African MICE landscape together. Beyond attendance, we invite you to explore partnership opportunities, desktop exhibitions, sponsorship, or bespoke training and research services to support your organizational goals.

For all inquiries regarding the Masterclass and Roadshows, please contact:

Ms. Palesa Motekase Email: palesa@africatourismpartners.com

Phone: +27 81 700 4163