Building for the Future: Zimbabwe to Become a Leading MICE Destination in Africa

Published on December 11, 2025

Zimbabwe is taking bold steps to enhance its tourism sector by targeting the Meetings, Incentives, Conferences, and Exhibitions (MICE) market. The government is planning the development of new convention centres across the country as part of a broader initiative to modernize infrastructure and attract more business events. This move comes after an acknowledgment of the challenges faced by Zimbabwe’s tourism industry, particularly the lack of suitable venues outside of traditional event hubs like Harare and Victoria Falls.

On December 9, 2025, Mthuli Ncube, the Minister of Finance, Economic Development, and Investment Promotion, emphasized that tourism infrastructure, especially in the MICE sector, would play a key role in Zimbabwe’s 2026 national budget proposals. His statement highlighted the urgent need to invest in convention centres and accommodation facilities to improve the country’s ability to host large-scale international and regional meetings, conferences, and exhibitions. The government aims to leverage the MICE sector to boost tourism and create new economic opportunities, focusing on attracting both domestic and international investors.

MICE Tourism: A Growing Segment for Zimbabwe

MICE tourism, which involves the organization of meetings, conferences, incentive travel, and exhibitions, has become a key segment for many countries looking to diversify their tourism offerings. In Zimbabwe, the current focus is to address the lack of modern event spaces and to decentralize major tourism activities to regions beyond the capital, Harare, and the popular Victoria Falls. By expanding convention facilities across the country, Zimbabwe hopes to provide more accessible venues for international conferences and events, ensuring that the benefits of tourism are more evenly distributed.

In addition to the newly planned convention centres, the government has highlighted the development of the Masuwe Project in Victoria Falls. The project is shaping up as a model for future Special Economic Zones tailored specifically to the tourism industry. These initiatives aim to enhance the accessibility and attractiveness of Zimbabwe as a premier business tourism destination, increasing its competitiveness in the global MICE market.

Targeted Efforts to Attract Investment

To make convention centre development more appealing, Zimbabwe is actively seeking investment from both domestic and international players. One potential strategy includes granting prescribed asset status to MICE-related investments, providing financial incentives to encourage participation from the private sector. This initiative is part of Zimbabwe’s broader economic plan to attract foreign direct investment (FDI) and expand its tourism infrastructure.

The government’s commitment to tourism infrastructure development is also reflected in its effort to improve the overall visitor experience. With new, modern convention facilities, Zimbabwe can compete with other African countries in the MICE tourism sector, especially as demand for such services continues to grow in the region. Major global conferences and exhibitions require destinations that provide world-class services, and the development of new facilities will ensure that Zimbabwe is well-positioned to meet this demand.

Supporting Sustainable Growth through Data and Technology

As part of its MICE strategy, Zimbabwe is integrating digital innovation and data-driven decision-making into its tourism development efforts. The government is set to roll out the Tourism Satellite Accounting System (TSA), a tool designed to more accurately measure the size and economic contribution of the tourism sector. This system will provide the data needed to identify new opportunities, refine marketing strategies, and ensure that investments in tourism infrastructure are well-targeted.

In addition, the Tourism Industry Management System (TIMS) will be implemented to streamline the registration of tourism operators and integrate them with the Online Border Management System (OBMS). This will enhance data accuracy and improve the overall management of tourism operations, creating a more efficient system that supports business growth and enhances the visitor experience.

Zimbabwe’s Potential as a Regional MICE Hub

Zimbabwe’s focus on the MICE sector is set to drive new business opportunities in both the tourism and hospitality industries. The expected rise in conference tourism will generate increased demand for hotel rooms, transportation, and catering services—all of which will contribute to the local economy. Additionally, the development of modern venues will help attract international visitors for regional and global events, establishing Zimbabwe as a sought-after destination for conferences, trade shows, and business summits.

The decentralization of MICE events to other parts of Zimbabwe, beyond the established tourism hubs, will also allow lesser-known areas to benefit from the tourism boom. The government’s investment in infrastructure is expected to create new avenues for economic growth, while the tourism sector is likely to see a rise in the demand for professional event management services, local catering businesses, and guided tours for conference attendees.

Expanding Zimbabwe’s Global Tourism Reach

With the introduction of new convention centres and a focus on improving digital infrastructure, Zimbabwe aims to attract not only business travelers but also tourists seeking a blend of adventure and cultural experiences. Zimbabwe’s rich natural attractions, including the iconic Victoria Falls, Hwange National Park, and Lake Kariba, offer a range of experiences that are perfect for blending business travel with leisure.

As Zimbabwe continues to enhance its appeal as a tourism destination for both business and leisure, the country’s MICE infrastructure is expected to play a crucial role in expanding its reach. The combination of business events and cultural tourism will help position Zimbabwe as a leading destination for international conferences and exhibitions, contributing to the country’s economic diversification and long-term growth.

Conclusion: Zimbabwe’s Bright Future in MICE Tourism

The North West Parks & Tourism Board’s proactive stance on investing in MICE infrastructure, coupled with the broader tourism growth initiatives, signals a promising future for Zimbabwe’s tourism sector. The launch of new convention centres, the focus on sustainable tourism, and the incorporation of data-driven strategies will help elevate Zimbabwe’s profile on the global MICE stage. By attracting international conferences, exhibitions, and incentive trips, Zimbabwe is poised to become a major player in the growing MICE tourism market, benefiting local businesses, communities, and the country’s tourism economy.