MICE, Our Nation

By Daniel Tiruneh

Though the hospitality industry has taken a new dimension ahead, we in Ethiopia are a bit lagging behind from celebration of its full advantages. African economies are already dragged to the global investment map, and also adding continental voice in global issues.

A lot has been said and written on Ethiopia’s blessings in natural, historical and cultural tourism attractions. Various policies and strategies have also been designed and implemented to exploit its immense resources in the sector. Despite nation’s aspirations in tapping its rich tourism resources, the Meetings, Incentives, Conference and Exhibitions (MICE) tourism has not been paid due attention unlike the leisure tourism.

KumnegerTeketel W/Gabriel,Managing Director and Lead Consultant of OZZIE Business & Hospitality Consultancy and International Events Companystated that Ozzie exclusively hosts Hotel Show Africa- Hospitality Investment Trade fair and MICE East Africa- Meetings /Travel Industry.

This globally trending shift has added a new industry frontier to the existing leisure tourism. MICE are the new tourism concept arrived in our modern times. At this particular era, the hospitality industry has reached a new height where it can yield much more to economies. Therefore, MICE which is complementary to conventional leisure tourism is a growing industry with promising opportunities to our nation and the continent.

It is three years since Ozzie Business and Hospitality Group, as an industry player, has been advocating a flexible turn to the utmost exploitation of MICE industry. It is with such a great pleasure that the company pioneered in organizing MICE East Africa editions. MICE’s industry concept has already been recognized and become familiar among stakeholders.

So far Ozzie has undertaken three MICE East Africa edition &six Hotel Shows that has brought together over hundreds of exhibitors presenting latest products and services in the global hospitality industry. Several international hospitality brands have created exposure and global value chains besides sideline discussions and forums.

Yet, for Kumneger, the nation could lure multiple benefits with a closer understanding and support of the industry, describing it as a “new industry frontier”.

The success in attraction of industry players sends clear signal that suggest launching such constant platform is an essential element to integrate Ethiopia to the international meeting industry.

Coming up next is one of the largest trade shows in Africa, the 7th Hotel Show Africa to be organized by Ozzie international. This is a big event where 180 international and local companies and 340 brands participate from June 20 to 23, 2019 at the Millennium Hall, Addis Ababa, Ethiopia.

Exhibitors expected to take part in the 7th Hotel Show include, among others,
airlines, furniture fixtures and equipment, operating equipment, hotel & resorts, interior designs and decoration, architectural design Mechanical & Plumbing technology, electrical& lighting technology, finishing & construction materials installation companies & testing IT technology & testing companies, Security & Safety companies wellness companies and forums on Hotel Development & Marketing.

Even though the MICE concept arrived late in Ethiopia, a fast embrace can help to set off equal growth with all respective sectors. At this particular stage when the country is thriving to captivate investors to industrialization and increase hard currency earning, MICE is beating two targets with a stone. It’s also crucial to provide incentives for investments in facilities that accommodate the new tourism dimension.

More importantly, the introduction of such new trends in Ethiopia helps stakeholders in the sector gain experience from highly developedexperts, and alleviates challenges faced with the ever growing hospitality industry in Ethiopia.This booming of hotel construction blended with the ever increasing global and local conferences being held especially in the capital Addis Ababa,paves ways to put in place the knowledge and experiences gained from MICE events Ozzie is bringing every year.

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