Johannesburg is set to become the venue for Africa’s foremost MICE masterclass in 2026, an event anticipated to gather key figures from the meetings, incentives, conferences, and exhibitions sector. This masterclass will highlight Johannesburg’s growing prominence as a central hub for business events throughout the continent.
Focus on AI and Business Tourism Growth
The upcoming masterclass will concentrate on the evolving role of artificial intelligence within the MICE industry, exploring how technology can enhance event planning and delivery. In addition, attendees will discuss the ongoing expansion of business tourism across Africa, considering its significance in relation to a burgeoning trillion-dollar events market. These themes reflect the current
trajectory of Africa’s events industry as it embraces innovation and increased regional business activity.
By bringing together industry leaders to examine these critical developments, the masterclass is expected to contribute to positioning Johannesburg as a pivotal city for business tourism and event management in Africa.
