MICE (Meeting, Incentive Travel, Conferences and Exhibitions) tourism is strongly related to business tourism. South Africa has become an ideal location for international conferences, conventions, trade shows and symposiums. Our research focuses on analysing the market attracted to trade shows and exhibitions, the economic impact of these business events, as well as the strategic management of corporate events.

The research is conducted from both the supply and demand perspective. Past consumer shows and exhibitions included the Good Food and Wine Show, East Coast Radio House and Garden show, rAge Expo, Decorex Joburg, Beauty Revolution and various exhibitions organised by African Association of Exhibition Organisers (AAXO).