The Changing Nature of The Mice Sector in South Africa Due to Covid-19

Refiloe Julia Lekgau, Tembi M. Tichaawa

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


The purpose of the study is to explore the changing nature of MICE tourism in South Africa due to COVID-19. Based on a series of interviews conducted with representatives of the MICE industry in various sectors, including incentive, conference, and meeting, venues, and associations, the study found that while the shift to virtual events was adopted by many, there are substantial costs involved and significant learning required for their successful execution. Further, the study found venues to be among the most affected owing to the restrictions placed on visitor numbers and the need to adapt to the virtual environment. Moreover, virtual events were perceived as temporary plasters, with live to return once restrictions on the industry are lifted. The study concludes that virtual and hybrid events are valuable in the continuity of MICE tourism during the COVID-19 pandemic. The present research is one of the very few studies examining the impact of COVID-19 on MICE events and reveals the subsequent changes, in theory and practice, to MICE tourism.

Original languageEnglish
Pages (from-to)87-101
Number of pages15
JournalTourism Review International
Issue number1
Publication statusPublished - 2022
Externally publishedYes


  • Business tourism
  • Covid-19
  • Hybrid events
  • Mice events
  • South africa
  • Virtual events

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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