Addis Ababa, Ethiopia has all the ingredients of MICE and Conference Tourism. Conference tourism – a more focused subset of the much larger MICE (Meetings, Incentives, Conferences and Exhibitions) tourism – is becoming a major segment in the tourism sector, and given its comparative advantages, Ethiopia should equip itself to hop on this trending industry and exploit its advantages. However, still the MICE tourism sector sill lumbering as manifested through the country’s meager performance and standing. As a ‘new [tourism] industry frontier’, Conference Tourism is sort of a niche sector. So, treating the sector as a niche market can do wonders in coming up with an effective marketing.
Source: Ethiopian News April 21, 2018 12:33 UTC