Learning Centre

This 2025 report analyses the state of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry across African regions. It presents grouped analyses by region—North, Southern, West, and East Africa—covering current landscape, opportunities, and challenges of the African MICE sector, highlighting key markets, emerging trends, and the strategic initiatives shaping the continent’s role in the global event economy.

Thank you for your interest in engaging with us. Whether you're exploring Africa's MICE (Meetings, Incentives, Conferences, Exhibitions) report, looking to join our Stakeholder Round tables, or want to collaborate to grow the Africa Strategy, we’d love to hear from you.

Applications open July 2025

Are you a passionate, emerging professional ready to help shape Africa’s future through the powerful lens of MICE (Meetings, Incentives, Conferences & Exhibitions)? Then the MICE Research & Business Development Fellowship by Niche Partners is your next big step.

Following a successful 2025 cohort finale, we’re looking for 15 ambitious individuals across the continent to join the next Fellowship class — launching in 2026.

Fellowship Details

• Duration: 3 months (virtual sessions)

• Participants: 15 Fellows selected across Africa

• Start Date: Early 2026

• Applications Open: July 2025

On 29 May 2025, Niche Partners concluded its flagship MICE Research & Business Development Fellowship with a powerful virtual finale, marking the culmination of a three-month journey to equip emerging professionals across Africa with the research, strategy, and business development skills needed to grow the continent’s MICE (Meetings, Incentives, Conferences and Exhibitions) sector.

The program forms part of Niche Partners’ broader mission to unlock Africa’s potential through data-driven capacity building and ecosystem development.  The three month program included Thought Leaders such as Glenton De Kock, Marlene Govender, Tracy Gounden, David Zimmerman, Tes Proos and Londi Khumalo.  Director of Niche Partners, Londi Khumalo reflected, “There is too much unemployment on our continent, and we have a great catalytic sector — the MICE industry — that can actually drive all sectors. We need to close the gap in knowledge and invest in people if we are serious about economic growth.”