ABSTRACT
The MICE (Meetings, Incentives, Conferences and Exhibitions) tourism segment is increasingly recognised as a sector relevant to tourism development particularly for countries such as Ethiopia, where tourism forms a key developmental strategy. The capital city of Ethiopia, Addis Ababa, serves as a regional and international hub for many meetings, with potential for growth of MICE tourism. The Government of Ethiopia has set a vision to make Addis Ababa one of the top five tourist destinations in Africa by 2020. The MICE niche serves as the backbone for diversification, generating foreign exchange, national image building and exposure of key tourism assets. This chapter focuses on the growth and challenges of MICE tourism development and efficiency by understudying the Ethiopia case study. This chapter contributes an understanding of the obstacles and opportunities for MICE tourism within a developing nation, focusing on governance and capacity building issues.
