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Kusa Cast

Revitalising Southern Africa's MICE Industry: An Insider's Perspective with Brad Glenn

Season 3, Ep. 2
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In this episode of Kusa Cast, we have a conversation with Brad Glenn, Managing Director of The Inside Edge, a DMC specialising in incentives in South Africa. Hosted by Graeme Watson, the episode delves into the MICE (Meetings, Incentives, Conferences, and Events) industry in Southern Africa.


Brad shared his journey from working in the hotel industry, including stints at Sun International and Southern Sun, to leading The Inside Edge. He highlighted the impact of the COVID-19 pandemic, describing it as a brutal period that necessitated a complete business reinvention. Despite the challenges, Brad noted positive outcomes such as remote working, cost savings, and improved quality of life for employees.


The conversation also touched on the increased emphasis on responsible and sustainable tourism. Brad emphasised the importance of authenticity in sustainable practices and shared examples of incentive programs that include conservation efforts, such as marine research and rhino conservation.


Regarding the recovery of the MICE industry, Brad observed that while the market has rebounded, client expectations have shifted towards experiences in nature and wilderness areas. He highlighted the unique selling points of Southern Africa, including safaris, Cape Town, the Garden Route, and the Kalahari, which offer open spaces and outdoor dining.


Brad also discussed the challenges posed by bureaucratic obstacles, such as visa requirements, which can hinder the smooth execution of incentive programs. He stressed the importance of making it easier for clients to access and enjoy South Africa's offerings.


The episode concluded with Brad expressing his excitement about new developments and the potential for increased tourism and economic benefits. He encouraged listeners to consider South Africa for their next incentive or conference, citing the country's diverse experiences and warm hospitality.


For those interested in contacting Brad Glenn for more information or to plan an incentive program, he can be reached at bradg@ie.co.za.

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