Content Team 
Zimbabwe is positioning itself as a leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, leveraging its diverse attractions to drive economic growth. Tourism and Hospitality Industry Minister Barbara Rwodzi outlined this strategy at the Zimbabwe MICE Masterclass, during the 17th Sanganai/Hlanganani World Tourism Expo in Bulawayo.
“As a subsector, MICE tourism has the potential to attract an influx of various visitors thereby contributing tourism revenue generation, stimulating job creation, and contributing meaningfully to our GDP, and reinforcing the imporatance of tourism in our national economy” said Minister Barbara Rwodzi
The minister indicated that MICE tourism in Zimbabwe is a growing sector, with the country tapping into the market by showcasing its unique blend of natural beauty, cultural heritage, and improving infrastructure. Key attractions include the Chilojo Cliffs in Gonarezhou National Park, Victoria Falls, and Great Zimbabwe.
Even though Zimbabwe aims for growth and be competitive in the MICE industry, there is a lack of bigger conference facilities to host conferences of a larger magnitude. In an effort to address the need, Zimbabwe has plans to develop 5,000 to 10,000-seat venues in each province.
The global MICE industry, valued at approximately £510-550 billion, presents a significant opportunity for Zimbabwe. The country aims to position itself as a competitive destination in the regional market, potentially transforming its tourism industry and broader economy.
