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Business Today (KE)·September 6, 2026 at 5:31 PM

Africa currently accounts for just 2% of the global meetings, incentives, conferences and exhibitions (MICE) industry, and Business Today examines how the continent could grow that share. The article describes how business events bring together startups pitching to investors, government officials discussing trade opportunities and companies discovering new markets on exhibition floors, highlighting the sector's potential economic value for African destinations.

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MICEbusiness tourismAfricaconferencestradeevents industry

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