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Published on : Wednesday, November 30, 2016
The South Africa National Convention Bureau (SANCB) unveiled the preliminary results of its three-year study into the South African business events industry at the IBTM World conference in Barcelona, Spain.
Extracts from the study, based on two years of research, were shared with key decision-makers and media at the leading global event for the meetings and events industry, ahead of the final findings being released in 2017.
Using methodology employed by the United Nations World Tourism Association as a benchmark, the study is aimed at gaining a broader understanding of the South African meetings industry and its contribution to the local tourism economy.
The research, commissioned by the SANCB and conducted by Ground Control Research in conjunction with Grant Thornton auditors, is being compiled using information from interviews with delegates, organisers and venues.
Data collected so far reveals fascinating delegate and market behaviour patterns that are emerging in relation to the international association conferences hosted in South Africa.
“We are so excited about this study because it contains insights which will prove to be invaluable to planners looking at South Africa as a potential destination for their business events. It will enable them to organise quality events armed with a closer, more intimate knowledge of our country,” says Amanda Kotze-Nhlapo, Chief Convention Bureau Officer at the SANCB.
Among the insights gleaned so far are:
The full report, containing three years of research data and insights, will be made available at Meetings Africa at the Sandton Convention Centre in Johannesburg, South Africa, from 27 February to 1 March 2017.
“This research, together with our performance numbers, is proof that South Africa has a capable business events industry. The insights from this research allow us to further cater to conference delegates,” adds Kotze-Nhlapo.
“Whilst the business events industry has a significant economic contribution, the impact thereof is way beyond that of tourism, with an even stronger effect on the knowledge economy. Through this industry, sharing and distribution of knowledge, as well as collaborations, South Africans attending these events gain new knowledge which generates new ideas that lead to innovation and further growth in our economy,” concludes Kotze-Nhlapo.
South Africa hosted 90 international and regional association conferences between January and October this year. The estimated economic impact of these conferences is over a billion rand (about $70 million), with the total number of delegates estimated at 60 911.