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At the Global Tourism Forum Angola Investment Summit in Luanda, it became clear that business events are set to play a central role in the country’s economic development. This is exactly the approach we are pursuing together with our client Visit Angola. We are strategically focusing on Meetings, Incentives, Conferences & Exhibitions (MICE) as a key growth driver for tourism, investment, and international visibility.
At the Angola Investment Summit, a high-level panel titled “MICE as a Growth Engine: Events, Business Tourism and Destination Competitiveness” brought together leading international industry experts. Among them were our CEO Julia Kleber, Frank Murangwa (Africa Director of ICCA), and Mulemwa Moongwa (Africa MICE Summit).
At the center of the discussion was the growing importance of MICE as an independent economic driver. Business events are increasingly seen as a platform. They not only bring international decision-makers into the country but also foster investment, strengthen trade relations, and sustainably shape the global perception of a destination.
A particular focus was placed on the establishment of the Meet in Angola Convention Bureau, initiated by us. It will serve as a central institution for international marketing, bid strategies, capacity building, and industry development. Julia Kleber emphasized the importance of this step for Angola. The creation of a professional convention bureau marks a key milestone on the path toward an internationally competitive MICE destination.
At the same time, the strong growth potential of Africa in the global meetings market was highlighted. The continent currently accounts for only around four percent of global volume. For countries like Angola, this presents significant opportunities. However, success depends on the consistent development of key enablers such as international air connectivity, visa accessibility, skilled workforce, infrastructure, and a clear international bidding strategy.
Kigali in Rwanda was referenced as an example. The city has successfully established itself as a MICE hub through a clear strategic focus and consistent implementation.
Beyond infrastructure and strategy, the role of human capital was strongly emphasized. Successful MICE destinations require not only venues, but also professionally trained teams, reliable event logistics, and an integrated experience offering that connects business events with culture, gastronomy, and nature.
The discussion also highlighted the growing importance of intra-African meetings and event networks. These not only foster competition but also support new air routes, regional cooperation, and increased demand across the continent.
For Angola, this creates a clear vision for the future. If current momentum is consistently leveraged, MICE can become a key pillar of tourism diversification. It will have a direct impact on investment, international visibility, and sustainable economic development. We are proud of the progress achieved so far and look forward to continuing this journey together with our client Visit Angola and further driving it forward.
Media Clippings:
- Travel Tomorrow | Angola looks to MICE as a new driver of tourism competitiveness
Picture rights: © World Tourism Forum Institute
