#ATLF2020: Influencing Africa’s MICE and Business Events Industry growth


Global meetings industry has seen phenomenal growth year in year. Even its sturdy and proven growth worldwide, it is still yet to reach its maximum potential. The return on investment cannot be over emphasised.

Africa cannot he left of this booming industry. ICCA’s latest report has confirmed how the continent is faring well and with the right investment can change many of the region’s economies.

The Africa Tourism Leadership Forum and Awards , a pan African forum to drive the tourism and travel sector have from the onset made the meetings industry an area of important in its growth drive.

Having started the event in Ghana with its maiden program, the concept has permeated through the last edition in Durban 2019 and is expected to push further when it stages the 3rd event in Kigali, Rwanda.

To recap the first two issues, a Masterclass was held primarily to help boost the events space and let stakeholders appreciate the power of MICE. In Accra Ghana, the event assembled over 40 world renowned experts from over 30 countries as speakers and expert panellists to nurture burgeoning talents as well as connect businesses in the industry. It was still yet to fully implement some of the outcomes but the encouraging thing is about how it’s gradually pushing the agenda of MICE in the region.

File: Participants at Last year’s masterclass in Durban

Durban, South Africa discussed thoroughly the nagging issues that can help grow the sector. The combination of academia, industry practitioners and the introduction of youth summit created the right platform to proffer ideas in making tourism in Africa a serious economic driver.

The ATLF has shown commitment towards creation of African solution by Africans with global expert touch. The continent’s creme will converge this year in Rwanda’s capital of Kigali from 13-15 July 2020. The event will continue its trajectory of creating networking opportunities, nurturing upcoming talents and implement some of the take away from the previous editions.

Organised by Africa Tourism Partners, in partnership with BDO South Africa, ATLF and Awards is the largest Africa travel and tourism thought leadership, multi-stakeholder, multi-disciplinary, and collaborative platform that looks at accelerating the continent’s tourism growth by setting realistic goals that are attainable and actionable.

In addition to the CEOs/Executives Dialogue, MICE Masterclass, and Youth in Tourism Innovation Summit, this year’s Forum will include a bespoke exhibition for sponsors, partners, and suppliers, thereby providing an additional platform for destinations, suppliers, and brand engagements.

Visit: https://www.tourismleadershipforum.africa to register, enter Africa Tourism Leaders awards and the Youth Innovators now. Registration and entries are open.
For more information, contact us at info@africatourismpartners.com or +27 (0)81 303 7030/+27 11 318 1741


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