MICE Training | MICE Training - Understanding the MICE Landscape and Laying Strategic Groundwork

About the Course

This three-day immersive programme equips participants with the insights, tools, and strategies to excel in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. Designed for tourism professionals, event planners, and policy makers, it blends global best practices with practical, destination-focused workshops.

Who Should Attend

National or city tourism boards
Convention bureau staff
Event service providers (PCOs, DMCs, venues)
Hospitality and airline sector representatives
Policy makers in tourism and economic development

Learning Outcomes

By the end of the course, participants will have:

A personalised MICE readiness assessment for their destination
Practical experience preparing a competitive event bid
A strategic action plan for sustainable MICE growth
Certification of completion from the Namibia Tourism Board

Programme

Day1

Understanding the MICE Landscape

Global MICE Trends:

Explore the latest shifts in international event tourism, from hybrid event models to sustainability priorities.

Understanding MICE Requirements:

Learn what event organisers expect from destinations, including infrastructure, logistics, and hospitality.

MICE Site Readiness Tool:

Use a proven framework to assess whether your location is prepared to host high-profile MICE events.

Assessing Destination Readiness:

Evaluate your city or region’s strengths, gaps, and competitive position in the MICE marketplace.

Workshop:

Hands-on self-assessment using NTB’s official MICE readiness criteria.

Day2

Destination Marketing & Event Bidding

Branding Your MICE Destination:

Craft a compelling identity that stands out to international event organisers.

Digital Tools for MICE:

Discover website essentials, SEO tactics, social media strategies, storytelling, and influencer engagement.

MICE Sales Toolkit & Bid Processes:

Learn to prepare persuasive bids, read RFPs effectively, and present winning proposals.

Public-Private Stakeholder Models:

Build strong collaborations between government agencies, private businesses, and industry associations.

Workshop:

Simulate the full process of bidding for an international conference.

Day3

Strategy, Sustainability & Action Planning

Sustainable MICE Practices:

Integrate green event concepts, zero-waste initiatives, and carbon-offset programmes.

Technology & Innovation in MICE:

Harness event apps, online registration systems, data analytics, and hybrid event technology.

MICE Governance & Stakeholders:

Understand the roles of convention bureaus, policy alignment, and governance structures.

Setting KPIs & Tracking Performance:

Measure success using clear, actionable metrics.

Final Workshop:

Develop a mini strategic MICE action plan tailored to your destination.

Interested in the MICE Training Programme?

About the Trainer

Linda Pereira, PhD

An internationally recognised expert in the MICE sector, Linda has over 35 years of experience in global event strategy, destination branding, and international bidding. She has spoken in over 149 cities, consulted for governments worldwide, and received numerous global awards for her leadership and innovation in tourism and events.

Registration Form

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Important: Use your MICE-Your ID number as beneficiary refernce when making payment.
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Course Details

Date: 1–3 September 2025

Venue: The MTC Dome Hotel, Swakopmund

Investment

Price: N$ 4,500

Includes training materials and 30 hours of follow-up consultancy
Excludes travel, accommodation, and meals
Payment to be done before registering.

Banking Details

Bank: Standard Bank

Name: Namibia Tourism Board

Reference: MICE-Your ID Number

Please use "MICE" followed by your ID number as beneficiary refernce when making payment. .i.e. MICE-12345678901

Account: 041463986

Branch Name: Windhoek

Branch Code: 082372

Swift: SBNMNANX