Supported by:

BUSINESS TOURISM AND

MICEMASTERCLASS 2018

GROWING DESTINATION TOURIST ARRIVALS THROUGH BUSINESS TOURISM AND MICE

LEADERSHIP DEVELOPMENT.

13 - 15 JUNE, 2018

Johannesburg(Gauteng South Africa

Venue TBC)

TO REGISTER CONTACT: Thembi Mthembuthembi@africatourismpartners.com +27 82 806 6251

JUNE

Africa MICE Academy

The ultimate goal is to optimize on the opportunities that the 21st century leisure and business tourism presents at national, continental and global levels. This, however, requires, a new holistic and integrated capacity building approach, hence the need for this kind of Masterclass.

INTRODUCTION

THE FACULTY AND CURRICULUM

Our diverse and comprehensive Masterclass curriculum will be pre-sented by a faculty comprising some of the world’s most experienced leaders and experts in the MICE industry. It will particularly be valuable as there is no such integrated professional development programme being offered in Africa.

THE BENEFITS

This professional development programme will provide a holistic view of the opportunities for the Africa MICE industry. It will focus on among others, current issues, trends and key standards, while providing a tangible approach in addressing cur-rent and future challenges. It will equip delegates with a clear picture of what Africa MICE Tourism Industry is (and is not) as well as all the essential practical knowledge and skills delegates need to be successful in their new business role.

BENEFITS OF ATTENDING WILL INCLUDE AMONG OTHERS:

To leverage the existing MICE tourism opportunities to bid for mega and hall mark events utilizing existing marketing channels.

To upskill themselves in how to formulate short to long-term strat-egies to radically focus business tourism destination marketing.

To improve their skills set and competencies (public and private tourism professionals) to be more impactful and effective.

To ensure adequate knowledge on the MICE sector, components, but in particular how destination partners can work in unison to ensure success.

To learn how the public and private sector can work together to generate more MICE tourism business to destinations and convent increase tourist arrivals and receipts; and ensure govern-ment support.

To guide the formulation of a new age MICE growth strategies for organisations, convention bureaux and destinations.

WHO SHOULD ATTEND?

The Masterclass attendees will include but not limited to:

Executive levels (decision making) and senior management of MICE tourism related organisations and companies both in private and public sector.

Newly appointed senior managers, political leaders/senior officials in tourism sector.

People in decision making positions or influence the decision making related of tourism strategies, programme and budgets such as: Chief Executive Officers, Directors-General, Executive Directors, General Managers, Chief Marketing Officers, Sales & Marketing Directors, Heads of Departments, Corporate Sales Managers, Meeting Planners and PCOs.

Event Managers, Exhibition Directors. Also representatives from Convention Centres and Meeting Venues, Hoteliers, Convention and Visitor Bureau representatives, Corporate and Association Meeting Planners, Caterers, Transportation Provid-ers, General Services Contractors, SMMEs in tourism travel and hospitality industry & owners of guest houses & lodges.

COURSE OUTLINE

DAY 1 - Wednesday, 13 June

Why Business Tourism and MICE? - A Global Context and Eco-nomic Impact of MICE.Business Tourism and MICE Unpacked - the nuts and bolts of the global MICE industry.

New challenges and opportunities for the MICE industry in Africa in a dynamically changing tourism environment.Understanding the ecosystem of Africa’s business/MICE tour-ism – the catalyst for becoming a successful business/MICE tourism entrepreneur.

Enhancing the competitiveness of MICE tourism in Africa: Les-sons from Africa best-practice destinations & Nigeria as MICE source market.Partnership for Destination Success - Understanding Role of Convention Bureau, Government and Destination players for a successful Business and MICE Tourism destination. Understanding Strategic Digital Trends in Business Tourism & MICE - Touriist Boards, Convention Bureau, Conference Facili-ties and PCO’s perspective.Learning and understanding the role of Professional Confer-ence Organiser (PCO)/Event and Meeting planners in Business Tourism & MICE.Plenary session - Group Exercises, Questions and Answers.Plenary session - Group Exercises, Questions and Answers.

Session 1: Session 2:

Session 3a: SME & Youth:

Session 3b:

Session 4:

Session 5:

SME & Youth:

Session 6: SME & Youth:

08:20 - 09:15 09:15 - 10:00

10:15 - 12:00 10:15 - 12:00

13:00 -14:00

14:00-15:00

15:00 - 16:00

15:00 - 16:00

16:00 -16:30 15:00 -16:30

TEA BREAK

LUNCH

DAY 2 - Thursday, 14 June

The Sales Process - Lead Generation, Bidding and securing business - how it all comes together.Understanding the relevance of industry research and statistics in crafting a winning business plan for Business/MICE Tourism small and medium enterprises.Reporting on ROI & ROE - Practical approach.

Strategic leverage of Venues: ICC is a strategic lever for MICE growth - A case StudyBusiness/MICE Tourism destination promotion and marketing trends – A critical component of Business/MICE tourism sales and facilitation.Critical consideration for creating and hosting a success-ful confex.

The benefits of Association and Meetings - ICCA’s perspective.Kenya Case Study - Business Torusim & MICEPlenary session - Group Exercises, Questions and Answers

Session 7a: SME & Youth:

Session 7b: Session 8a:

SME & Youth:

Session 8b:

Session 9:Session 10a:Session 10b:

08:30 - 09:30 08:30 - 09:30

09:30 - 10:30

10:45 - 11:45

10:45-11:45

11:45 - 13:00

14:00 -15:00 15:00 - 16:00 15:45 -16:30

DAY 3 - Friday, 15 June

Gearing up and rolling out: critical resources and processes for MICE destinations.Building a career in the Business/MICE tourism sub-sector through recognized and relevant Industry Professional Certifi-cation programmes.Global Meeting: Managing Risk & Legal Matters.Future critical success factors to take MICE Tourism in Africa: From good to greatPractical Application: Syndicated briefing for study tourTrip to Constitutional Hill

Enhancing the competitiveness of MICE tourism in Africa: Les-sons from international best-practice destinations.Post - Masterclass webnars and online networking sessions

Session 11:

SME/Youth:

Session 12:Session 13:

Session 14:Session 15:

Session 16:

Session 17:

08:30 - 09:30 08:30 - 09:30

09:30 - 10:3010:30 - 11:30

11:30 -12:0012:15-13:00

13:00 - 14:00

14:00 -16:30

TEA BREAK

LUNCH

LUNCH

DIRK ELZINGAManaging DirectorConvention Industry ConsultantsCape Town, South Africa

RUDI VAN DER VYVERCEO SAACIJohannesburg, South Africa

NOMASONTO NDLOVUCEOLimpopo Tourism AgencyLimpopo, Polokwane

SUGEN PILLAYCommercial DirectorReed ExhibitionsJohannesburg, South Africa

GILLIAN SAUNDERSDeputy CEO and Head of Advisory ServicesGrant ThorntonJohannesburg, South Africa

PROF ERNIE HEATHEmeritus ProfessorUniversity of PretoriaPretoria, South Africa

MILLER MATOLACEO - MillvestJohannesburg,South Africa

CHRISTELLE GROHMANNDirectorGrant ThorntonJohannesburg, South Africa

ESMARE STEINHOFEL Regional Director AfricaICCA Africa OfficeCape Town, South Africa

KWAKYE DONKORCEO - Africa Tourism PartnersJohannesburg,South Africa

TES PROOS Managing DirectorCrystal EventsCape Town, South Africa

PROF. ADESOJI ADESUGBAVice ChairmanAbuja Chamber of CommerceAbuja, Nigeria

FACULTY

LEAD SUPPORTING PARTNERS

SUPPORTING PARTNERS

Inclusive of course materials, Course summary report, certificate of attendance, networking lunches, refreshments and study tours)

Inclusive of course materials, Course summary report, certificate of attendance, networking lunches, refreshments and study tours)

R9500 (US$ equivalent) per delegate

Bookings of 4 or more to register and pay before the 15th April to receive a 15% discount

ALL QUALIFYING BOOKINGS WILL RECEIVE A SINGLE DISCOUNT

STANDARD:

GROUP BOOKINGS:

For registration please complete the attached forms & send to: thembi@africatourismpartners.com

Ms Thembi MthembuBusiness Development Manager Tel: +27 11 037 0332 Mobile + 27 82 806 6251

COURSE FEES

FOR REGISTRATION & FURTHER INFORMATION CONTACT:

The first 50 delegates and group booking to register and pay before the 15th April receive a 15% discount

(terms & conditions apply)

www.africatourismpartners.com | www.africamiceacademy.com

African Tourism Partners (ATP) is a solution-driven Pan-African, strategic marketing, brand management, and sales agency special-izing in the travel, tourism, destination marketing, hospitality and golf industry. We are based in Johannesburg, South Africa, and have country offices in Ghana and Tanzania. We also have strategic part-ners in Angola, China, Nigeria, Kenya, Rwanda, Singapore, Belgium, Singapore, UK, USA and Zimbabwe.With demonstrated expertise, our experienced team and alliance partners execute uniquely de-signed and impactful programs for all our clients.

Whether you are a destination, hotel or product owner, we leverage the expertise of our team, global footprint and trade connections to render the following services:

Destination marketing and sales representation

Marketing and sales representation for Hotels, convention centres, and convention bureaux

Meetings, Incentives, Conferences, Exhibitions and Events (MICE)

Capacity building and Executive Coaching

Investment promotion and facilitation

Advisory services in strategy formulation and execution

Advisory services in golf tourism, marketing and events

OUR SERVICES

ABOUT AFRICA TOURISM PARTNERS