The African Tourism Showcase is an organiser of Meetings, Incentives, Conferences, and Exhibitions (MICE), large-scale exhibitions, and incentive-driven initiatives.

In terms of meetings, ATS aims to package knowledge sharing, team building and goal setting, as well as resolving conflict and tackling business or tourism specific challenges.

The African Tourism Showcase also arranges incentive travel that can also involve business group tourism, accommodation, transportation, company dining opportunities, and excursions, as part of the complete incentive package.

The African Tourism Showcase is professional conference organiser that acts as a consultant to event organising clients. Conferences frequently include keynote speakers, alongside talks, seminars and workshops presented by knowledge experts and guest speakers that participants join. The purpose of conferences is to expand industry knowledge, network with like-minded individuals and engage with the topics at hand. ATS enables decisions and assists in the achievement of conference objectives, through experience and knowledge of its personnel gained over many years.

The African Tourism Showcase plans and holds exhibitions typically held within convention centres or arenas. Exhibitions are for single companies or multiple organizations to showcase and promote key products and services to members of the public. The exhibitions are often hyper-focused, concentrating on one particular niche or industry. Many exhibitions feature keynote speakers, knowledge experts and other exhibitors from within the given niche industry, giving talks and providing demos of products. Exhibitions can either be business to business (B2B) in nature or business to consumer (B2C), meaning businesses selling to other businesses or businesses selling to customers or members of the public.