The Why

Despite Africa’s uniqueness and diversity, the continent still struggles to attract less than 3% of the over a trillion-dollar globally valued international business tourism.

With Africa’s current dependencies and economic challenges in view, Imagine what the continent could achieve with a little more than 3%.

Our role is to inspire, engage and support Africa’s MICE drivers aiming to gain a better share of this global market.

Obinna Nwachuya

We believe cross collaborations and shared principles are the foundation for this path, here’s how we’re supporting the movement.

Be Visible

We’re helping smaller and lesser-known destinations showcase their capabilities and attract business events.

Reliable Insights

We research and collate quality MICE insights and data needed to make viable cases for policymaking.


We provide platforms where MICE professionals can expand their network and access across the continent.

Better Products

We’re helping planners discover and explore authentic and unique offerings they can recommend to their clients.


We’re helping MICE professionals with education, ideas and best practices exchange opportunities.

Got an idea?

We serve as an idea hub to collect, prototype and test business models relevant to MICE Growth. Get in touch

Take the first step.