Explore Africa with Francis Doku: MICE is gold that Ghana should be mining

Ghana, a nation celebrated for its cultural richness, historical heritage, and renowned hospitality, is on the edge of a promising opportunity – one that could dramatically reshape its economic landscape and global image.

It’s already a top choice for the African Diaspora seeking cultural experiences and connection to their ancestral roots. Yet, when we think about Africa’s premier MICE (Meetings, Incentives, Conferences and Exhibitions) destinations, Ghana isn’t a name that springs to mind. 

Instead, South Africa, Egypt, Morocco, Rwanda and Kenya – countries with established infrastructure and strategic government support – dominate the scene.

For Ghana to join this prestigious list of MICE destinations, it must bridge essential gaps in infrastructure, government policies and industry collaboration to truly compete in a multi-billion-dollar global market. If successful, Ghana stands to gain an economic boost of immense proportions, strengthening its position as a leading hub in West Africa. 

Below is a look at the critical factors that will enable Ghana to step into the spotlight and maximise its MICE potential.

Developing world-class convention facilities

An international convention centre is a non-negotiable element for a serious MICE destination. While Ghana’s Accra International Conference Centre (AICC), along with upscale hotels such as Kempinski, Marriott and Labadi Beach, currently host events, the absence of a flagship international convention centre limits Ghana’s appeal for large-scale, high-profile conferences. 

South Africa’s Nkosi Albert Lithuli (Durban) International Convention Centre, Rwanda’s Kigali Convention Centre, Botswana’s Gaborone International Convention Centre and Kenya’s Kenyatta International Convention Centre are examples of how dedicated venues boost MICE tourism, attracting prestigious global gatherings.

Promising developments: Projects such as the redevelopment of the Trade Fair site and the Marine Drive Project offer a glimmer of hope. These projects, if completed to international standards, could position Ghana as a serious MICE contender. The challenge now is to ensure steady and transparent progress so that international planners and organisers see Ghana as a reliable and ready destination.

Government support, clear policies

Robust government support is crucial to building a thriving MICE sector. Leading MICE destinations in Africa leverage extensive government support to attract events and conferences. For example, Rwanda has not only invested strategically in the sector but has also implemented supportive policies that yield tangible benefits. 

In 2023, Rwanda saw a remarkable 52 per cent growth in MICE revenue, from $62.4 million in 2022 to $95 million, driven by 160 events and 65,000 international delegates (Source: Rwanda Development Board 2023 report). Government incentives, policy alignment and partnerships are the foundation of this growth.

What Ghana can do: Ghana’s government (whoever wins the 2024 elections) has a unique opportunity to catalyse the MICE sector through policies that streamline event planning, offer tax breaks for event organisers, and promote Ghana as a business-friendly destination. 

Actively partnering global tourism organisations and MICE stakeholders will help put Ghana on the international map and attract attention from high-profile events and associations.

Leveraging hospitality and service industry

The MICE experience isn’t only about the events themselves – it’s about the seamless delivery of hospitality and service. Ghana’s warmth and friendly service are well-known, but the demands of MICE tourism require a level of professional training and infrastructure that supports large-scale events. South Africa, for instance, sets a high standard with its skilled workforce, excellent public transport, and strong digital connectivity, ensuring a smooth experience for delegates.

Enhancing the visitor experience: Ghana can build on its existing reputation by investing in MICE-specific training for hospitality workers, improving public transportation and strengthening digital infrastructure. 

Offering tailored packages for delegates to explore cultural sites such as Cape Coast Castle or Kakum National Park could create an added allure, distinguishing Ghana as a destination where business meets culture. Notably, upgrading roads, such as the Accra-Cape Coast highway, would enhance accessibility for both tourists and business travellers alike.

Impact of becoming MICE destination

The potential economic benefits of MICE tourism for Ghana are staggering. The global MICE industry was valued at $598.2 billion in 2022, and is estimated to reach $2,3 trillion by 2032, registering a CAGR of 11.6 per cent from 2023 to 2032. 

Africa’s MICE industry, valued at around $16.6 billion in 2023, is projected to reach $65.6 billion by 2032, with a (CAGR) of 16.8 per cent. South Africa alone, with a $6.6 billion MICE industry in 2023, is expected to see its market grow to $25.9 billion by 2032 (Source: Allied Market Research). 

These figures demonstrate the substantial revenue Ghana could tap into by establishing itself as a MICE hub. Let’s prepare well and join the destinations mining this gold! 
A thriving MICE sector could generate consistent tourism revenue throughout the year, boost foreign exchange earnings and create jobs across multiple sectors. Beyond these economic gains, hosting high-profile international events could significantly elevate Ghana’s brand on the global stage, enhancing the nation’s appeal to investors and tourists alike.

Conclusion: Path to MICE success

Ghana has the potential to become a prime MICE destination in Africa, but reaching this goal requires targeted investments in infrastructure, a solid policy framework and a commitment to elevating the hospitality sector. 

By taking strategic steps now, Ghana can capitalise on the booming MICE industry, reshape its economy, and position itself as a go-to destination for international events. 

If Ghana can leverage its strengths and fill in the gaps, it will not only thrive as MICE destination but also set the stage for a brighter economic future, putting it squarely on the map as a leading hub of global gatherings.