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.

Craft Silicon has launched TouristTap, a payment solution developed in partnership with KCB Bank and Visa, aimed at Kenya's tourism sector. Launched in September 2025, the service turns smartphones into payment devices, addressing a challenge commonly faced by visitors to Kenya, according to Kachwanya. The product enables contactless payments without dedicated card terminals, targeting merchants and service providers in the tourism industry.

The Tanzania Tourist Board (TTB) has appointed Khalid Hamed Al Barwani, an Omani tourism promoter and travel influencer, as Tanzania’s Honorary Tourism Ambassador. This recognition is for his efforts in promoting Tanzania's tourism attractions internationally. The appointment was made by TTB Director General Ephraim Mafuru.

Zanzibar has launched direct EgyptAir flights connecting Cairo with the islands, a move officials say opens a new gateway for international tourism, trade and investment. According to the Daily News, Minister for Infrastructure and Transport Dr Khalid Salum Mohammed said the arrival of Egypt's national carrier marked a new chapter in Zanzibar's efforts to connect with international markets. The route is expected to strengthen links between the Tanzanian archipelago and North Africa.

Victoria University, part of the Ruparelia Group, has announced its sponsorship of Uganda's inaugural tourism awards. This initiative aims to recognize individuals, organizations, and enterprises that have significantly contributed to the promotion and development of tourism in Uganda. The Victoria University Tourism Awards (VUTA) are expected to enhance skills and foster growth within the industry.

East Africa's tourism and hospitality industry is growing due to rising international visitor arrivals and increased tourism earnings. This growth offers opportunities for hotels, safari lodges, and tour operators, but many businesses still use fragmented operational systems that hinder efficiency. The article discusses how digital payments are influencing this transformation in the sector.