Zambia targets MICE market to boost tourism earnings
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DOREEN NAWA
Lusaka
GOVERNMENT is intensifying efforts to unlock value from the global meetings, incentives, conferences and exhibitions (MICE) market, positioning the segment as a key driver of tourism revenue, investment and job creation.
The business events segment is increasingly seen as a high-impact growth area, with stakeholders noting its potential to increase visitor spending, extend length of stay and stimulate activity across sectors such as hospitality, transport and creative industr
Lusaka
GOVERNMENT is intensifying efforts to unlock value from the global meetings, incentives, conferences and exhibitions (MICE) market, positioning the segment as a key driver of tourism revenue, investment and job creation.
The business events segment is increasingly seen as a high-impact growth area, with stakeholders noting its potential to increase visitor spending, extend length of stay and stimulate activity across sectors such as hospitality, transport and creative industr
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