The highly anticipated South African tourism-owned strategic business event trade show, Meetings Africa, had its media launch at the prestigious Radisson Blu hotel in Sandton, Johannesburg. The event, scheduled for February 26th to 28th at the Sandton Convention Centre, is expected to bring a surge of energy to the business events sector in Africa and have a significant impact on South Africa’s economy.
Patricia De Lille, South Africa’s Tourism Minister, expressed her confidence that this year’s show will provide even more value to delegates and the global business events sector as a whole. With hundreds of exhibitors, buyers, and key decision-makers in attendance, Meetings Africa has become a sought-after platform for networking and business opportunities.
The show’s success is evident in its contribution of a staggering R388.5 million to the South African economy, the creation and sustenance of 753 jobs, and the generation of significant business deals for exhibitors. This year’s edition is set to capitalize on the tourism sector’s robust recovery momentum and further propel its growth forward.
Minister De Lille emphasized the importance of Meetings Africa as a pan-African trade show, attracting 19 African countries to showcase their destinations and products to international buyers. The event’s economic benefits extend beyond Gauteng, with pre- and post-tours showcasing lesser-visited destinations. Meetings Africa aims to foster inclusivity within the sector, enhance market access for SMMEs, and focus on skills development and capacity-building initiatives.
De Lille said, “Meetings Africa offers a perfect platform to tell the African story. This is an essential platform for us as Africans to collaborate and present the continent’s compelling narrative to global buyers and audiences. Themed ‘Africa’s success built on quality connections; the event serves as a rallying call for us to champion the African continent as a coveted destination for business events. We must leverage this platform to narrate our compelling story as Africans.”.
The South African government has announced plans to benefit emerging entrepreneurs and SMMEs through educational sessions, speed marketing sessions, and a marketplace. On February 26th, participants can participate in educational sessions, speed marketing sessions, and a sustainability village. Panel discussions with tourism sector leaders explored the economic impact of hosting business events. Minister De Lille emphasized the importance of collaboration among African nations and the tourism sector’s potential for growth and socio-economic development.
The South African National Convention Bureau (SANCB) and the business event industry have submitted 63 bids for international meetings, incentives, conventions, and exhibitions between 2024 and 2029, with an estimated economic value of R1,205,248,000. The industry, which offers numerous economic benefits, requires increased effort and determination for growth.
