NTB charts new course for business tourism through MICE training (Tourismus Saturday)

Ellanie Smit
  • 21 Hours Ago
Namibia has taken a bold step towards unlocking the potential of business tourism with the successful completion of its first-ever National MICE (Meetings, Incentives, Conferences and Exhibitions) training programme.

The three-day training, hosted at the MTC Dome in Swakopmund from Monday to Wednesday, was spearheaded by the Namibia Tourism Board (NTB) in collaboration with the Namibia Training Authority (NTA).

The programme attracted participants from across the tourism value chain, including event organisers, hospitality operators, and government representatives.

At the heart of the training was Dr. Linda Pereira, a globally recognised expert in the MICE industry with more than 40 years of international experience.

Through interactive sessions, workshops, and case studies, she shared practical strategies on destination branding, international bidding, sustainability in events, and the integration of innovation and technology.

According to NTB spokesperson Flora Quest, the training not only provided knowledge but also strengthened Namibia’s ambitions to establish itself as a key African player in the global business events sector.

“This programme demonstrated that Namibia is ready to move beyond leisure tourism and expand into high-value markets,” she said.

NTB Chief Executive Officer Sebulon Chicalu echoed these sentiments, calling the initiative a turning point for the country’s tourism industry.

“MICE tourism holds the power to diversify our economy, drive investment, and create jobs. It is more than an addition to our tourism offering—it is a gateway to long-term economic growth and international recognition,” he said.

Pereira highlighted the economic significance of the industry, noting that a single international conference can generate up to 237 jobs.

“The meetings industry is not just a concept; it is a global force that brings investment, fosters innovation, and leaves a lasting legacy in host destinations,” she explained.

Participants expressed enthusiasm about the opportunity to learn from a global leader, noting that the skills gained would help them better position Namibia as a destination of choice for international gatherings.

Quest concluded that this landmark initiative had set the stage for Namibia to compete for a larger share of Africa’s growing MICE market. “This is the beginning of a new chapter. We are equipping our industry with the skills and confidence needed to put Namibia on the global business tourism map,” she said.

Click on this link to watch the video in which the CEO of NTB Sebulon Chicalu shares more: https://q.my.na/PI5W