Africa Tourism Partners (ATP) has announced that registration is now open for the Africa Business Tourism & MICE Masterclass 2025, set for August 27–28, 2025, at BDO Offices, Illovo, Johannesburg, South Africa.
The Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is widely regarded as a major catalyst for economic growth across Africa. This year’s masterclass will focus on equipping tourism stakeholders with innovative strategies and practical skills to strengthen business competitiveness and unlock new opportunities.
A distinguished panel of international experts will lead the sessions, including:
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Elcia Grandcourt, Director, Africa, UN Tourism (Spain)
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Senthil Gopinath, CEO, International Congress and Convention Association (ICCA) & Chairperson, Events Industry Council
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Leid Zejnilovic, Associate Professor & Associate Dean, AI and Digital Transformation, NOVA School of Business and Economics (Portugal)
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Linda Pereira, President, Advantage Consultants Group (Portugal)
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Marcus Baffoe-Bonnie, Executive, Wandile Mabaso Group & former Managing Director, Michelin Tyres Africa
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And other global leaders in tourism, events, and business innovation.
Participants will benefit from deep insights into industry dynamics, AI disruption in venue sales, bridging skill gaps between education and workplace, and mastering event planning cycles. Beyond knowledge sharing, the program offers invaluable networking, business-to-business sessions, and exhibition opportunities.
The event will attract tourism boards, convention bureaus, destination marketing companies, professional conference organizers, SMEs, entrepreneurs, students, start-ups, and women and youth in tourism. Special discounts are available for group registrations, SMEs, and students.
By merging global expertise with Africa’s tourism realities, the 2025 Masterclass seeks to build a resilient and future-ready MICE sector that drives sustainable growth across the continent.
