Hospitality sector urged take advantage of MICE bu...

Hospitality sector urged take advantage of MICE business

Zim Now Writer

Zimbabwe Tourism Authority (ZTA) Chief Executive Officer Winnie Muchanyuka has urged players in the hospitality industry to, in collaboration with government, leverage on bidding for Meetings Incentives Conferences Exhibitions Tourism (MICE) events.

She was speaking at 2022 edition of the Hospitality Association of Zimbabwe Congress, which ended in Victoria Falls last Friday.

“I would like to encourage the hospitality industry to continue working closely with the ZTA and other Government arms to jointly formulate strategies to bid for more MICE business.

“We must find strategic ways to collaborate in our quest to promote Zimbabwe as a first choice MICE destination,” said Muchanyuka.

She added that there was need for the hospitality sector to focus on domestic MICE events, noting that the first half of 2022 saw 5 705 functions being hosted with 354 553 participants attending the MICE events at national level.

“MICE business continues to be the dominating force in generating room occupancies for hotels,” she said, adding that Harare, Bulawayo and Mutare/Vumba regions dominated most in terms of functions held accounting for a combined 71 percent at national level.

Muchanyuka said Harare continues to dominate MICE business followed by Bulawayo and Mutare/Vumba.