NTB paves way for business tourism growth with MICE training

Meetings, incentives, conferences and exhibitions
Namibia has strengthened its position as an emerging MICE destination by hosting its first National MICE Training Programme, equipping tourism stakeholders with global expertise to boost investment, diversification and international visibility.
Ellanie Smit
  • 21 Hours Ago
Ellanie Smit



Namibia took a decisive step towards positioning itself as a competitive Meetings, Incentives, Conferences and Exhibitions (MICE) destination with the successful hosting of its first-ever National MICE Training Programme.



The training, held from Monday to Wednesday at the MTC Dome in Swakopmund, brought together tourism stakeholders for intensive capacity building.



According to Namibia Tourism Board (NTB) spokesperson Flora Quest, the three-day programme was led by internationally renowned MICE expert Dr Linda Pereira, who shared more than four decades of global experience with participants.



Organised by NTB in collaboration with the Namibia Training Authority (NTA), the initiative marked a milestone in strengthening local expertise to attract and host international business events.



NTB chief executive Sebulon Chicalu described the programme as a turning point for Namibia’s tourism industry, noting that MICE development had the potential to unlock investment, diversify tourism products and create jobs.



“This training will empower our stakeholders with the knowledge and tools needed to drive growth, investment and global visibility through the MICE sector,” Chicalu said.



Workshops and interactive sessions covered a wide range of topics, including destination branding, international bid preparation, sustainability and innovation in event management. The programme also emphasised Namibia’s positioning within the global MICE arena and the importance of long-term policy planning.



“MICE is no longer just a concept; the meetings industry is an industry in its own right. It is service-driven and creates tremendous economic value,” Pereira noted. She added that one international event alone can generate up to 237 jobs, underlining the transformative impact MICE tourism could have for Namibia.



Quest said the landmark training demonstrated Namibia’s readiness to compete for a greater share of the African and global business events market, reinforcing NTB’s strategic agenda to diversify tourism and boost international visibility.