Namibia has launched its first national Meetings, Incentives, Conferences and Exhibitions (MICE) Training Programme as part of efforts to establish the country as a competitive destination in the sector.
The three-day event, held from 1–3 September at the MTC Dome in Swakopmund, is organised by the Namibia Tourism Board (NTB) in collaboration with the Namibia Convention Bureau and the Namibia Training Authority (NTA).
“This training marks a significant milestone for our country. For the first time, we are bringing international expertise, local talent, and regional stakeholders under one roof, here at the MTC Dome in Swakopmund, to unpack and understand the MICE landscape and to lay a foundation that will position Namibia as a credible and sustainable host for world-class events,” said NTB Chief Executive Officer, Sebulon Chicalu.
Over the three days, participants will cover global trends, destination branding, digital tools, sustainable practices, hybrid event formats and strategic planning to strengthen the country’s ability to attract and host events.
International MICE expert Dr Linda Pereira, who is leading the programme, said the industry offers significant economic opportunities.
“MICE is no longer just a concept; the meetings industry is an industry on its own. It is service-driven and creates tremendous economic value,” she said.
Dr Pereira added that a single international event can create up to 237 jobs, underscoring the sector’s potential for destinations such as Namibia.
Recognised among the Top 100 Women Leaders in the Events Industry, Dr Pereira has advised governments, Fortune 500 companies and international organisations in more than 50 countries.
