Consultancy service specialising in research, education and training services for the meetings and events industry, MICE Knowledge, has joined forces with Africa Tourism Partners (ATP) to run the sixth annual Africa Business Tourism and MICE Masterclass, scheduled for July 27-28 in Johannesburg.

Based in the UK, MICE Knowledge uses a holistic approach to deliver up-to-date and specialised knowledge of the MICE market and how it functions to a wide range of suppliers in the tourism industry.

MICE Knowledge has worked with several MICE organisations on research and consultancy projects, to add to their understanding of challenges they face today – and potential solutions to those challenges.

The stakeholders include destination marketing organisations, such as convention bureaus, conference organisers, and the meetings industry.

Additionally, trainees will qualify to take advantage of ATP’s partnership with Cornell University, New York, through its eCornell Programme to pursue certificated courses with Cornell University at massively discounted fees.

The sixth Africa Business Tourism MICE Masterclass will also unveil some MICE experts as part of the faculty. These include Dr Rob Davidson, CEO and Founder of MICE Knowledge, amongst others.

Themed, ‘Igniting Post Covid-19 African Business Tourism & MICE Transformation for Global Market Place’, the MICE Masterclass thematic areas are as follows:

• Technological innovation and digitalisation in MICE and hospitality – Insights into how to utilise new technological innovation and digital tools for MICE business growth.
• Contemporary sales and marketing – Lessons in MICE venues, learning about the latest sales and marketing trends for accommodation facilities, attractions, and service in MICE.
• Chat with leading practitioners and interactive sessions – Includes conference and meetings venue management and applying innovative yield and revenue management.
• Expert presentations and interactive session unpacking emerging MICE business opportunities – Learning to accelerate the application of new travel and ‘bleisure’ business development models.

The MICE Masterclass seeks to respond to the needs of the tourism industry by conducting thorough research on topical issues affecting the industry and providing sustainable solutions.

Participants of the MICE Masterclass are awarded with internationally recognised certification after attending the course. The certificates are issued in collaboration with UNWTO, BDO advisory and MICE Knowledge UK.

The MICE Masterclass will take place at BDO’s offices, Wanderers Office Park, 52 Corlett Drive, Illovo, Johannesburg.

Interested participants can click here to register.