Zambia is taking a bold step to harness the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector as a catalyst for economic growth. The Ministry of Tourism, in collaboration with the Zambia Institute for Policy Analysis and Research (ZIPAR), has launched a comprehensive study titled “Harnessing Meetings, Incentives, Conferences and Exhibitions (MICE) for Zambia’s Tourism Sector Growth.” This initiative seeks to unlock the full potential of business tourism, diversify the country’s tourism sector, and position Zambia as a top destination for international events.
Traditionally, Zambia’s tourism has largely focused on leisure travel, with attractions such as Victoria Falls, national parks, and wildlife safaris drawing visitors. However, the MICE sector presents a lucrative opportunity to expand the country’s tourism revenue and attract high-value business travelers. Global projections indicate that the MICE sector will reach $1.44 trillion by 2025, underscoring the vast potential for countries like Zambia to tap into this growing market.
In the past two years alone, Zambia has experienced a 67.5% increase in revenue from MICE activities. This growth highlights the sector’s ability to boost infrastructure development, create employment opportunities, and enhance Zambia’s global visibility. The study aims to build on these gains and provide a strategic framework for further growth.
During the official launch of the study, Minister of Tourism, Rodney Sikumba, reaffirmed the Zambian government’s dedication to developing MICE tourism. He emphasized that Zambia has the capability to emerge as a preferred destination for international business events and conferences.
“This study provides a blueprint for improving infrastructure, streamlining policies, and attracting investment to strengthen our competitiveness in the global MICE market,” Sikumba stated.
To achieve these goals, he called for collaboration among government agencies, private sector players, and development partners to ensure the effective implementation of the study’s recommendations. By focusing on the MICE sector, Zambia can increase foreign direct investment (FDI), enhance business networking opportunities, and create a more resilient and sustainable tourism industry.
The Zambia Institute for Policy Analysis and Research (ZIPAR) is playing a crucial role in shaping the country’s MICE strategy. According to Interim Executive Director Zali Chikumba, the study serves as a roadmap for positioning Zambia as a leading business tourism hub in Africa.
Chikumba stressed the importance of aligning Zambia’s natural assets with global MICE trends to make the country a competitive player in the industry. The study provides clear guidelines for attracting more business events, improving service delivery, and enhancing the country’s appeal as a conference destination.
For Zambia to fully leverage the MICE sector, several critical areas must be addressed:
Infrastructure Development – Investments in conference centers, hotels, transport, and technology are essential to support large-scale events.
Policy and Regulation – Streamlining visa processes, reducing bureaucratic barriers, and implementing incentives for investors will attract more international business events.
Marketing and Promotion – Strengthening Zambia’s brand as a MICE-friendly destination through targeted marketing campaigns and participation in global business tourism expos.
Public-Private Partnerships (PPPs) – Encouraging collaboration between the government and private sector to develop world-class MICE facilities and services.
With the successful implementation of this study’s recommendations, Zambia stands to gain significant economic benefits, including:
- Increased foreign exchange earnings from international business travelers.
- Job creation in hospitality, transportation, event management, and related sectors.
- Strengthened trade and investment opportunities as Zambia becomes a hub for regional and global business meetings.
By harnessing the MICE sector, Zambia is setting a path toward a diversified and resilient tourism economy, reinforcing its status as a key player in Africa’s business tourism landscape. The commitment from the government, industry stakeholders, and research institutions will be instrumental in transforming this vision into reality.
