MICE Tourism Policy and Strategy Responses in Managing the Impact of COVID-19 Pandemic

Abstract

The current study explores the policy and strategy responses deployed by South African MICE (meetings, incentives, conferences, and exhibition) tourism governing bodies and industry associations in managing the impact of COVID-19 on the industry. Following a qualitative approach, interviews were held with representatives of the MICE sector, including industry, association, and government representatives. The results show that while financial assistance had been the initial policy response, the inconsistencies with the temporary relief funds (TERS) had been a challenge for members of the MICE industry. Also, the MICE tourism bodies had to realign their key policies to the industry's transition to virtual and hybrid events. Further, transformation within MICE tourism has been a central focus in rebuilding tourism post-COVID-19. The current study illustrates both the short-term and long-term tourism policy and strategy responses, which had moved from mitigation to resilience building.