As the industry continues to evolve, MICE tourism ( Meetings, Incentives, Conferences, and Exhibitions) has become an essential component of Botswana’s tourism industry.

However, one could note that there remains a significant gap between the development and promotion of MICE tourism in Botswana. This gap sheds light to a potential lack of competitiveness challenge for the country.

Despite the existence of world- class facilities and a growing favourable business environment in the country, having a competitive advantage in the MICE tourism market, promoting and developing this sector is a costly exercise.

Marketing strategies and investment in infrastructure are crucial for promoting and growing MICE tourism but unfortunately they do not come for free. Moreover, other common challenges of MICE tourism in general include firstly, seasonality.

MICE tourism is subject to seasonality, with peak seasons often taking place during the business calendar’s busiest months. In many cases this can lead to congestion, higher prices, and lower availability of accommodation and venues during peak periods.

This calls for preparedness of service providers in such instances. Secondly, the cost of organising MICE events can be significant, which can be a barrier for many businesses and organisations. This includes costs associated with travel, accommodation, venue rental, catering, and other related expenses that often stand as a limiting factor for local business owners and travellers themselves.

While technology plays an increasingly important role in MICE tourism it calls for destinations to keep up with the latest trends and advancements to remain competitive and this comes at a cost too.

Lastly, MICE tourism is a highly competitive market, and destinations must compete with other popular locations for business events. This requires significant continuous marketing and advertising efforts rather than the once- off instances in order for Botswana as a destination to attract and retain business travellers.

Addressing the mentioned challenges among others is critical for the growth and success of MICE tourism, there is a need to continually adapt to changing market conditions and consumer preferences to stay relevant. olivia. nthoi@ gmail. com