Tourism is more than just an industry; it’s a vibrant tapestry woven from the cultures, histories, and innovations of countless communities. The 6th Africa Youth in Tourism Innovation Summit and Challenge showcased this spirit beautifully, bringing together aspiring professionals and seasoned experts to explore the dynamic world of tourism in Africa.


One of the standout moments of the summit was the insightful session by Dr. Linda Pereira, Chief Executive Officer of CPL Events, Portugal. Her talk, titled “Becoming an African-based Globally Recognised MICE Professional: The Journey, Challenges, Solutions, and Opportunities,” offered invaluable wisdom for anyone looking to make their mark in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

The Journey to MICE Mastery 

Dr. Pereira’s journey in the MICE industry is a testament to her belief that business is about community and collaboration. She emphasized that entrepreneurship is not a sprint but a marathon, requiring endurance, resilience, and a partner to navigate the ups and downs. Her approach to business as a facilitator of events rather than just an organizer sets her apart, underscoring the importance of building connections and fostering community.

The DNA of an Entrepreneur 

According to Dr. Pereira, successful entrepreneurs share a distinct set of traits:
Self-Confidence: Belief in oneself is crucial.
Determination: The drive to push forward despite obstacles.
Passion: A deep love for what you do.
Action-Oriented: The ability to turn ideas into reality.
Empathy: Understanding and connecting with others.
Wide Lens Vision: Seeing the bigger picture and planning accordingly.
Risk Taker: Willingness to take calculated risks.
Resilience: Bouncing back from setbacks.
Disruptive: Innovating and challenging the status quo.


Dr. Pereira also stressed the importance of having a cause. Every business should be driven by a purpose beyond profit, creating a positive impact on society.

Associativism and Its Importance

Associativism, or the collaboration between individuals and organizations, plays a crucial role in the MICE industry. By working together, stakeholders can create more significant impacts and drive the industry forward. Dr. Pereira highlighted that this cooperative spirit is essential for urban innovation and economic acceleration, making meetings and events powerful agents of change.

Experience Design: Crafting Unique Destinations 

One of the key takeaways from Dr. Pereira’s session was the concept of experience design. She urged participants to identify and leverage the unique aspects of their destinations. It’s not about being better than everyone else but about doing better than everyone else by offering distinctive and memorable experiences.

The Transformative Power of Meetings and Events 

Dr. Pereira beautifully articulated how meetings and events are not just gatherings but catalysts for change. They inform, form, and transform societies, driving progress and innovation. The MICE industry, therefore, is a powerful tool for urban development and economic growth.

A Call to Action 

The summit left attendees with a clear message: the future of tourism in Africa is bright, filled with opportunities for those ready to innovate and collaborate. Whether you’re a budding entrepreneur or an established professional, the lessons from Dr. Pereira’s talk and the summit as a whole are clear. Embrace the journey, build your community, and always strive to offer unique, transformative experiences.

The 6th Africa Youth in Tourism Innovation Summit and Challenge was a celebration of potential and a call to action. It reminded us that with determination, collaboration, and a clear purpose, we can shape the future of tourism in Africa and beyond.

Stay tuned for more insights and stories from the world of tourism, and let’s continue to inspire each other to reach new heights in this exciting industry!

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