Content Team 
The Ministry of Tourism, in collaboration with the Zambia Institute for Policy Analysis and Research (ZIPAR) recently announced the launch of a pivotal study titled “Harnessing Meetings, Incentives, Conferences and Exhibitions (MICE) for Zambia’s Tourism Sector Growth.”
This study explores the immense potential of Meetings, Incentives, Conferences and Exhibitions (MICE) tourism in driving economic growth, creating jobs and positioning Zambia as a leading business tourism destination in Africa.
MICE tourism is a key pillar in diversifying the tourism sector beyond leisure travel. With its ability to attract high-value business travellers, stimulate infrastructure development and enhance global visibility, this sector presents a strategic opportunity for Zambia’s economic advancement.
Speaking at the launch of the study The Minister of Tourism, Rodney Sikumba reaffirmed the government’s commitment to unlocking the full potential of MICE tourism.
“Zambia has the capacity to become a preferred destination for international conferences and business events. This study provides a blueprint for improving infrastructure, streamlining policies, and attracting investment to strengthen our competitiveness in the global MICE market.”
He says MICE tourism as a global industry is projected to reach $1.44 trillion by 2025. With Zambia recording growth of 67.5% in revenue via MICE between 2021 & 2023.
The Minister also urged all stakeholders, including government agencies, the private sector, and development partners to collaborate in implementing the study’s recommendations. By harnessing the full potential of MICE tourism, Zambia can achieve sustainable growth, increased foreign direct investment and a more resilient tourism sector.
And Zambia Institute for Policy Analysis and Research Interim Executive Director Mr.Zali Chikumba, emphasized that the study serves as a roadmap for Zambia’s tourism strategy, offering clear guidelines to attract more MICE activities and bolster the country’s economic growth.
Mr.Chikumbu highlighted the need to align the country’s natural assets with global MICE trends to position Zambia as a premier business tourism destination in Africa.
He also acknowledged the importance of collaboration between government, the private sector and other key stakeholders to ensure that the MICE industry continues to flourish.
With these strategic initiatives in place, Zambia is set to strengthen its position as a leading MICE destination in Africa, unlocking new opportunities for business tourism and economic development.
