Zimbabwe Sets Sights on Dominating MICE Market with Province-Wide Conference Facilities

By Steve Ephraem

In a bid to boost its competitiveness in the Meetings, Incentives, Conferences, and Exhibitions (MICE) market, Zimbabwe is planning to establish large conference facilities in each province, with a capacity of 5,000 seats. This ambitious plan was announced by the Minister of Tourism and Hospitality, Hon. Barbra Rwodzi, through her deputy, Hon. Tongai Mnangagwa, at a MICE Masterclass held in Bulawayo on September 11, 2024.

The minister emphasized the need for the industry to invest in conference facilities, stating, “We need to work towards having 5,000 seater facilities in every province. This will help position Zimbabwe as a regional destination in the MICE market.”

During the Masterclass, delegates identified key challenges hindering the growth of MICE tourism in Zimbabwe and proposed solutions to address these issues. If implemented, the minister’s proposal could bring significant benefits to towns like Chipinge, which has been losing conference business to neighboring towns with more competitive facilities.

The establishment of modern conference facilities in each province is expected to transform Zimbabwe into a hub for MICE activities, attracting regional and international events, and generating significant revenue for the country.