MICE Tourism Development Strategies: A Case of Zimbabwe

Abstract

MICE Tourism is a form of tourism that focuses on meetings (M), incentive travel (I), conventions

(C), and Exhibitions (E). The study sought to identify strategies to promote MICE tourism

development in Zimbabwe. The study adopted a qualitative research design approach with key

informants from the tourism industry in Zimbabwe being interview respondents. Data were

thematically analyzed. The major finding indicates that Zimbabwe, as a country, is still yet to

develop its MICE tourism sector, hence there are entrepreneurship opportunities for all. The key

strategy is developing MICE Tourism infrastructure and superstructure by the government in

partnership with the private sector in all the regional tourism destinations in the country. The

paper recommends the adoption of public-private partnerships (PPPs) as a sustainable way

towards MICE tourism business development in Zimbabwe. The government needs to create a

conducive investment and business environment to attract foreign direct investment towards MICE

tourism.