An Assessment of the Impact of COVID-19 on the MICE Industry in Zimbabwe

Abstract

The COVID-19 pandemic has caused a lot of unprecedented damage on the tourism industry disrupting every value chain activity. However, there is minimal attention being given to the global and local impact of COVID-19 on the MICE sector of the tourism industry. The MICE industry sustains many livelihoods and economies, yet with COVID-19 still ravaging, the industry is at risk globally as it depends mostly on human traffic and interactions. This study sought to assess the impact of the COVID-19 pandemic on Zimbabwe’s MICE industry. Qualitative data was collected using quota, convenient and purposive sampling techniques from twenty-six (26) people representing exhibition centres, conference organizations, policy makers and event organisers using questionnaires and interviews. With the aid of Atlas ti.9, data was analysed thematically. The major findings are: - The current state is characterized by weak value chain, loss of business ethics, myriad challenges, suppressed demand and high costs. Covid-19 had some positive impacts such as innovativeness, operational efficiency, focus on domestic tourism and adoption of trending technologies. There were also negative impacts such as loss of revenue, cancellations, racial discrimination, stress and anxiety. Strategies suggested minimizing the impacts of COVID-19 and other related future pandemics were to develop a better understanding of the MICE industry, adherence to government policies, co-opetition and innovativeness. In conclusion, COVID-19 affected Zimbabwe’s MICE industry both positively and negatively giving hope that despite challenges brought by pandemics, development and adoption of right strategies will ensure continued survival of the MICE sector. It is recommended that MICE sector players should learn to cooperate in times of crises to leverage on combined strengths to protect their industry.