As Zimbabwe positions itself to become a leading player in the global Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism sector, both government and private stakeholders are ramping up investments in conference infrastructure to tap into this lucrative market.
MICE tourism, a significant segment of the global travel industry, is valued between US$650 billion and US$700 billion worldwide, according to the World Travel and Tourism Council. Africa currently captures a modest US$13 billion—less than two percent of the global share—indicating vast untapped potential for countries like Zimbabwe.
The Zimbabwean government has embraced MICE tourism as a strategic driver for economic growth, leveraging the country’s rich cultural heritage and scenic attractions to draw business and leisure travelers alike. Key ministries are working closely with investment bodies to prioritize and fast-track infrastructure development that supports the sector.
Private sector players are already responding to this call. Bethel Suites operations manager, Ms Tariro Mtamangira, shared insights on how private businesses are capitalizing on government initiatives to expand conference facilities.
“We have an accommodation facility in Bulawayo with a conference centre and an extension of Bethel Facilities and Conference Centre in Harare,” Ms Mtamangira said. “We are also developing a new conference centre in Fourwinds, Bulawayo, which we hope to open soon.”
She emphasized the growing demand for modern conferencing venues, noting that many businesses are seeking alternatives to current facilities. “Conferencing is gaining momentum, but there are still few facilities to meet demand. Expanding these will boost not only accommodation but other subsectors such as food and beverages, creating a ripple effect on the local economy.”
Bulawayo, Zimbabwe’s second-largest city, hosts numerous events annually, making it a strategic location for further investment in tourism infrastructure, including hotels and conference centres.
Bethel Facilities and Conference Centre’s commitment to excellence was recently recognized when it was awarded first runner-up in the Best MICE Stand category at the 2024 Sanganai/Hlanganani World Tourism Expo, held in Bulawayo.
Minister of Tourism and Hospitality Industry, Barbara Rwodzi, highlighted MICE tourism as a key pillar for economic development. She underscored the urgent need for large-scale facilities to accommodate growing demand and confirmed ongoing collaboration with the Ministry of Finance, Economic Development and Investment Promotion led by Professor Mthuli Ncube.
“The ministry is working with Treasury and investment partners to ensure that critical investments in MICE infrastructure are prioritized,” Minister Rwodzi said.
This year’s Sanganai/Hlanganani World Tourism Expo, hosted in Manicaland province, will continue promoting Zimbabwe’s diverse tourism offerings across all regions, further supporting the country’s ambitions in the MICE sector.
With growing private investment and strong government backing, Zimbabwe is well on its way to harnessing the full potential of the global MICE tourism market, positioning itself as a vibrant destination for business tourism in Africa.
