Johannesburg is set to stage a significant masterclass dedicated to the Meeting, Incentive, Convention, and Exhibition (MICE) sector. This event will concentrate on the integration of artificial intelligence (AI) within the meetings industry, the expansion of business tourism, and the broader future prospects of the events market across Africa.
The masterclass will bring together industry figures from across the continent to examine how advancements in AI and an increasing focus on business tourism can contribute to the growth trajectory of Africa’s events sector. Discussions are expected to address the potential for this market to evolve into a trillion-dollar industry, reflecting
ambitious long-term growth and expansion strategies.
