Thursday, February 29, 2024
In the face of global challenges and increasing cooperation, organizations are turning more towards in-person conferences and business gatherings to address issues and fortify partnerships. This shift is fueling rapid expansion within the global Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, with Africa poised to seize this opportunity.
The continent is actively positioning itself as a key and competent player in this field. Currently taking place at the Sandton Convention Centre, Meetings Africa 2024 boldly showcases Africa’s preparedness to host events of all sizes. South Africa’s Tourism Minister, Patricia de Lille, underscored this readiness during her opening speech at the trade event earlier this Tuesday.
With 380 exhibiting companies hailing from 21 African nations, Meetings Africa 2024 is cementing its status as the continent’s foremost business events trade show.
“I have no doubt that even here at Meetings Africa, it will be clear for all to see that the African continent is the best place to bring all meetings, events, expos and indeed incentive trips,” De Lille said.
De Lille praised the South African National Convention Bureau (SANCB) and its partners for their outstanding dedication to securing both local and international bids for events within South Africa, underscoring the pivotal role of the business events sector in driving economic growth.
Highlighting the achievements in the current financial year (2023/24), De Lille revealed that the SANCB had successfully sourced and submitted 95 bids for international business events scheduled to take place in South Africa from 2024 to 2032. These bids collectively represent a substantial economic value of R1.5 billion and have the potential to draw 60,040 international and regional delegates to the country.
Of the bids submitted for the 2023/24 financial year, South Africa has already secured 19, which are projected to inject R85 million into the economy between 2024 and 2025 and attract 2995 international and regional delegates.
Recognizing these accomplishments, De Lille underscored the critical need for ongoing endeavors to solidify South Africa’s standing as a top-tier destination for business events.
In a broader context, global economic research indicates that the business events industry was valued at $345.8 billion in 2021 and is forecasted to reach $2.1 trillion by 2031. Within Africa, the business events industry in 2023 was estimated at $12.7 billion, with South Africa’s share standing at $6.4 billion.
De Lille said the country’s positioning should transcend its socio-economic challenges. “It is imperative that we take control of our narrative and boldly showcase ourselves to the world. Our challenges do not define our potential, our ability to lead in key business sectors, or our capacity to innovate and host global MICE events. South Africa is home to exceptional individuals achieving remarkable feats, and it’s time to share that story.”
On stage, the Minister, joined by Gauteng MEC for Economic Development, Tasneem Motara, the CEO of Joburg Tourism Company, Thandokuhle Mgudlwa, Mr. Tim Harris, the chair of the South African Tourism Board, and Nombulelo Guliwe, the Acting CEO of South African Tourism, officially opened the trade show by ringing the bell.
Motara said Meetings Africa offered the perfect platform to present Gauteng as the home of mega conferencing. “It allows us to showcase our strengths and attract attention from local and international professionals in the meetings, events, and business industry.”
Welcoming delegates to Johannesburg, Mgudlwa said: “I encourage you to embrace every moment and immerse yourself in the rich tapestry of knowledge and to seize the opportunity to connect with fellow delegates who share your passion and vision. As we embark on this collective journey let us not forget the power we hold as a community of like-minded people,” he said.
Harris echoed De Lille’s sentiments that more needs to be done to grow the business events industry in South Africa and across the continent. “We are the leader in Africa, but Africa is only three percent of the global business tourism industry. So as much as we are here to celebrate this week, we also need to put our heads down and work to grow this contribution as Africa emerges to take its rightful place on the global business tourism stage”.
Subsequently, the Minister toured the show venue, engaging with various exhibitors. She expressed pleasure at the show’s distinctly pan-African character, evident in its diverse exhibitor base.
Prior to today’s trade event, the Business Opportunity Networking Day (BONday) took place, featuring educational sessions aimed at fostering knowledge exchange during the event. Meetings Africa 2024 is set to conclude tomorrow, February 28, 2024.
Saturday, April 27, 2024
