MICE MASTERCLASS JUNE JUNE, 2018 GROWING DESTINATION TOURIST ARRIVALS THROUGH BUSINESS TOURISM AND MICE LEADERSHIP DEVELOPMENT.

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1 Africa MICE Academy BUSINESS TOURISM AND MICE JUNE MASTERCLASS 2018 GROWING DESTINATION TOURIST ARRIVALS THROUGH BUSINESS TOURISM AND MICE LEADERSHIP DEVELOPMENT JUNE, 2018 Johannesburg (Gauteng South Africa Venue TBC) TO REGISTER CONTACT: Thembi Mthembu Supported by:

2 INTRODUCTION 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. THE FACULTY AND CURRICULUM Our diverse and comprehensive Masterclass curriculum will be presented 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.

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

4 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 Providers, General Services Contractors, SMMEs in tourism travel and hospitality industry & owners of guest houses & lodges.

5 COURSE OUTLINE DAY 1 - Wednesday, 13 June 08:20-09:15 09:15-10:00 TEA BREAK 10:15-12:00 10:15-12:00 LUNCH 13:00-14:00 14:00-15:00 15:00-16:00 15:00-16:00 16:00-16:30 15:00-16:30 Session 1: Session 2: Session 3a: SME & Youth: Session 3b: Session 4: Session 5: SME & Youth: Session 6: SME & Youth: Why Business Tourism and MICE? - A Global Context and Economic 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 tourism the catalyst for becoming a successful business/mice tourism entrepreneur. Enhancing the competitiveness of MICE tourism in Africa: Lessons 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 Facilities and PCO s perspective. Learning and understanding the role of Professional Conference Organiser (PCO)/Event and Meeting planners in Business Tourism & MICE. Plenary session - Group Exercises, Questions and Answers. Plenary session - Group Exercises, Questions and Answers.

6 DAY 2 - Thursday, 14 June 08:30-09:30 08:30-09:30 09:30-10:30 TEA BREAK 10:45-11:45 10:45-11:45 11:45-13:00 LUNCH Session 7a: SME & Youth: Session 7b: Session 8a: SME & Youth: Session 8b: 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 Study Business/MICE Tourism destination promotion and marketing trends A critical component of Business/MICE tourism sales and facilitation. Critical consideration for creating and hosting a successful confex. 14:00-15:00 15:00-16:00 15:45-16:30 Session 9: Session 10a: Session 10b: The benefits of Association and Meetings - ICCA s perspective. Kenya Case Study - Business Torusim & MICE Plenary session - Group Exercises, Questions and Answers DAY 3 - Friday, 15 June 08:30-09:30 08:30-09:30 09:30-10:30 10:30-11:30 11:30-12:00 12:15-13:00 LUNCH 13:00-14:00 14:00-16:30 Session 11: SME/Youth: Session 12: Session 13: Session 14: Session 15: Session 16: Session 17: 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 Certification programmes. Global Meeting: Managing Risk & Legal Matters. Future critical success factors to take MICE Tourism in Africa: From good to great Practical Application: Syndicated briefing for study tour Trip to Constitutional Hill Enhancing the competitiveness of MICE tourism in Africa: Lessons from international best-practice destinations. Post - Masterclass webnars and online networking sessions

7 FACULTY GILLIAN SAUNDERS DIRK ELZINGA ESMARE STEINHOFEL NOMASONTO NDLOVU RUDI VAN DER VYVER KWAKYE DONKOR Deputy CEO and Head of Advisory Services Grant Thornton Johannesburg, South Africa CEO Limpopo Tourism Agency Limpopo, Polokwane MILLER MATOLA CEO - Millvest Johannesburg, South Africa CHRISTELLE GROHMANN Director Grant Thornton Johannesburg, South Africa Managing Director Convention Industry Consultants Cape Town, South Africa CEO SAACI Johannesburg, South Africa PROF ERNIE HEATH Emeritus Professor University of Pretoria Pretoria, South Africa SUGEN PILLAY Commercial Director Reed Exhibitions Johannesburg, South Africa Regional Director Africa ICCA Africa Office Cape Town, South Africa CEO - Africa Tourism Partners Johannesburg, South Africa TES PROOS Managing Director Crystal Events Cape Town, South Africa PROF. ADESOJI ADESUGBA Vice Chairman Abuja Chamber of Commerce Abuja, Nigeria

8 LEAD SUPPORTING PARTNERS SUPPORTING PARTNERS

9 COURSE FEES The first 50 delegates and group booking to register and pay before the 15th April receive a 15% discount (terms & conditions apply) Inclusive of course materials, Course summary report, certificate of attendance, networking lunches, refreshments and study tours) STANDARD: R9500 (US$ equivalent) per delegate GROUP BOOKINGS: 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 FOR REGISTRATION & FURTHER INFORMATION CONTACT: For registration please complete the attached forms & send to: thembi@africatourismpartners.com Ms Thembi Mthembu Business Development Manager Tel: Mobile

10 ABOUT AFRICA TOURISM PARTNERS African Tourism Partners (ATP) is a solution-driven Pan-African, strategic marketing, brand management, and sales agency specializing 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 partners in Angola, China, Nigeria, Kenya, Rwanda, Singapore, Belgium, Singapore, UK, USA and Zimbabwe.With demonstrated expertise, our experienced team and alliance partners execute uniquely designed and impactful programs for all our clients. OUR SERVICES 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