African Hotel & MICE Scorecard, Lessons Learned Singapore Inspired
Ruud Janssen
Co-Founder & Managing Partner, Event Design Collective
1. Centralized Vision & Delivery
Metric: Existence of a Hospitality & MICE Delivery Unit with cross-ministerial authority. Benchmark:
Approvals in ≤ 120 days; one-stop investor interface.
2. Precinct Development
Metric: % of hotel/ MICE investments located in designated precincts (airport, CBD, university, waterfront).
Benchmark: ≥ 70% of new capacity integrated in mixed-use precincts.
3. Anchor Events Pipeline
Metric: Number of multiyear international events secured (3–5 years ahead). Benchmark: 10–15 anchor
events aligned to economic clusters per hub city.
4. Air Access & Visa Policy
Metric: Number of direct international routes to top feeder markets + delegate visa approval time. Benchmark: Top 10 feeder markets connected; e-Visas/ VoA in ≤ 72 hours.
5. Land & Approval Certainty
Metric: % of projects on serviced, pre-zoned leaseholds; time to approval. Benchmark: 90% of projects
approved on serviced plots; ≤ 120 days for permits.
6. Financing & Capital Structures
Metric: Volume of capital mobilized via hospitality REITs, PPPs, DFIs. Benchmark: ≥ 30% of new
hotel/MICE capital from blended/innovative structures.
7. Catalytic Projects & Ecosystem Impact
Metric: % of “signature” projects tied to public realm upgrades, SME vendor inclusion, transport links.
Benchmark: 100% of major projects linked to ecosystem improvements; ≥ 30% local SME participation.
8. Talent & Service Quality
Metric: % of hospitality workforce with certified training (aligned with global standards). Benchmark:
60–80% of staff certified; annual service-quality audits.
9. Digital & Data-Driven Management
Metric: Existence and use of a Destination Data Hub (hotel pipeline, arrivals, spend, events calendar).
Benchmark: Real-time dashboard operational; quarterly public reporting.
10. Sustainability & Resilience
Metric: % of hotels/venues with green building certification; resilience protocols in place. Benchmark: 100%
of new builds certified; crisis-response playbook activated within 30 days of shocks.
Ruud Janssen
Ruud Janssen is Co-Founder & Managing Partner, Event Design Collective.
Ruud Janssen, CMM, DES, CED, is a Switzerland-based innovator specialising in event design to drive meaningful change for NGOs, membership organisations, and corporations.
As a trusted trainer and advisor, he has collaborated with esteemed clients, including the International Olympic Committee, United Nations, Google, Bayer, Wikimedia Foundation, and the Internet Society. Co-creator of the #EventCanvas and co-founder of the Event Design Collective, Ruud integrates functional, social, and technological advancements to transform business and event models.
Fluent in English, Dutch, French, and German, Ruud is a sought-after global speaker and author on Event ROI, Virtual and Hybrid Events, and Event Innovation. A former MPI International Board Director and certified MPI Global Trainer, he brings a deep understanding of the complexities of designing impactful events for diverse industries worldwide.