MICE promotion: SA Tourism needs to do more

SOUTH African Tourism still has to allocate a slice of its R233m marketing budget to MICE (meetings incentives conferences and exhibitions) and business tourism, even though the MICE industry contributes directly and indirectly some R20bn to South Africa's annual GDP, as well as representing 32% of the total tourism economy.* SA Tourism indicated recently that it would spend 37,7% of its marketing budget on above the line advertising; 48,3% on below the line advertising; 7,7% on research leaving only 6,3% to dedicated MICE marketing. However, SA Tourism's head of the Convention Bureau, Miller Matola told TNN that the amounts allocated were not necessarily 'fait accompli'. "We have drawn up a business plan to reposition South Africa as a major player in the global MICE market. We aim to create a co-ordinated marketing approach in promoting SA abroad, as well as focus on all segments in the MICE industry, not only conferences." In the latest country listings of the number of International Congress and Convention Association (ICCA) meetings held and scheduled in various countries, South Africa managed to move up one position from 21 to 20. ICCA says South Africa still represents 61,4% of the African MICE market share. Globally, South Africa has the potential to capture far more than its 1,6% of the total MICE market share. * Figures according a survey conducted by Grant Thornton Kessel Feinstein in 1998-99 on the MICE industry in South Africa and commissioned by SA Tourism. (Miguel de Sousa)