Staff Reporter
Bulawayo, Zimbabwe’s second-largest city is fast gaining recognition as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, a sector poised to transform the Province’s economy.
With its strategic location, well-established infrastructure, and rich cultural heritage, the city is becoming a focal point for major events, positioning itself as a significant player in the tourism and business sectors.
The recent hosting of the Sanganayi/Hlanganani World Travel and Tourism Expo has brought this potential into sharp focus. The event, which attracted delegates from various countries, has been hailed as a turning point for Bulawayo’s tourism sector.
The Government has recognized the economic potential of MICE tourism, with efforts underway to improve infrastructure and facilities. Paul Nyoni, Permanent Secretary for Bulawayo Provincial Affairs and Devolution, recently announced plans to upgrade the Zimbabwe International Exhibition Centre, positioning the city to attract even larger events.
“This investment aligns with our broader vision of positioning Bulawayo as a leading MICE destination in the region,” Nyoni stated.
According to economic analysts, the impact of MICE tourism extends far beyond the events themselves, creating a ripple effect that benefits numerous industries, from hospitality and transportation to entertainment.
Dr. Lifa Maphosa, an economic analyst highlighted the far-reaching benefits of MICE tourism for Bulawayo.
“On a long-term scale, we see business operations improve and become more marketable to the greater Zimbabwe because of the competition that MICE tourism brings, it leads to product innovation within the local market to attract more business,” he noted.
Business leaders in Bulawayo have also echoed this sentiment. Jordan Dube, a local entrepreneur involved in the entertainment and hospitality industry, emphasized the boost to his business during major MICE events.
“When these events come to town, our venues are packed. Delegates want unique experiences, and we take pride in showcasing Bulawayo’s vibrant culture. The money we generate helps us invest in infrastructure improvements to stay competitive,” Dube said.
As Bulawayo prepares to host several major conferences in the coming months, including the rescheduled Mine Entra and the ZANU PF National People’s Conference, local businesses are gearing up to capitalize on the influx of visitors.
For Bulawayo, the future looks bright as MICE tourism continues to grow. By leveraging its unique position, infrastructure, and cultural assets, the city is on track to become a key player in the regional tourism and business landscape, contributing to broader economic growth and job creation in the Province.
