Luanda: Participants at the 'Angola Investment Summit 2026' acknowledged that the African continent is experiencing a significant transformation in the events and business tourism industry (Meetings, Incentives, Conferences and Exhibitions - MICE).
According to Angola Press News Agency, speakers at a debate on 'MICE: Engine of growth, events, business tourism and destination competitiveness,' emphasized that the sector was heavily impacted by the Covid-19 pandemic. They highlighted the current strategic importance of tourism as a driver for regional economic development.
During the panel discussion with industry experts, Frank Murangwa from the International Congress and Convention Association (ICCA) noted the progress observed on the continent, especially in Angola. He praised the infrastructure developments in the country that support hosting major global events, expressing pride in the transformation occurring in Africa.
Challenges and Market Share
According to the participants, data indicates that Africa still holds a modest 4% share of the global MICE market as of 2025. To enhance competitiveness, experts urged African countries to adopt integrated solutions extending beyond physical infrastructure.
The speakers emphasized the importance of efficient air connectivity between African capitals, visa facilitation for group mobility, and investment in human capital through specialized training for the sector's success.
Rwanda's Success Story
Rwanda was highlighted as an exemplary model in attracting investment through business tourism. Participants noted that a decade ago, Rwanda was not prominent in the African MICE landscape. However, leadership with a clear vision has transformed its position.
Panelists mentioned that the establishment of a dedicated "Convention Bureau" and focus on global-scale events, like the World Travel and Tourism Council (WTTC) summit, has propelled Kigali to second place in the ranking of African cities hosting the most events, following South Africa.
Frank Murangwa anticipates that Angola, with recent investments and its own Convention Bureau, will follow Rwanda's path, becoming a significant player internationally in the coming five years.
Mulemwa Mlengwa from MICE Africa acknowledged the shift in Africa's approach to this segment from a reactive stance to a deliberate experience development vision. He noted that hosting regional meetings was traditionally viewed as a diplomatic duty, but now the focus is on the economic benefits generated.
Mlengwa urged for the MICE debate to reach the highest governmental levels, proposing that the African Union incorporate the management and economic impact of large conferences into its regional integration agenda.
