Building Africa’s MICE future through data: A call for evidence‑driven sector growth

What we see as industry players remains largely invisible to policy makers, investors and development institutions The absence of researched, credible evidence on the economic impact of Business Tourism and the Events Industry across most African countries continues to present a significant challenge when engaging policy makers and other high‑level decision makers.

The issue was clearly recognized during the Africa MICE Summit 2025, where data emerged as one of the critical gaps limiting the industry’s ability to understand its true size, identify high-potential markets and make a stronger investment case.

For Africa, the opportunity lies in adopting the same proven global approach: establishing baseline data, building simple but reliable measurement systems, and integrating Business Events into national statistical frameworks.