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The much-anticipated Meetings Africa 2024 trade show will inject strong vitality into the African continent’s business events sector while significantly boosting the South African economy. This was the assertion made by South African Tourism Minister Patricia De Lille at a media conference at Meetings Africa, a strategic business events trade show under the South African Tourism Board. The launch event was held recently at the Radisson Hotel in Sandton, Johannesburg. Minister De Lille expressed confidence that this year’s show, which will be held at the Sandton Convention Center from February 26 to 28, will bring even more value to all delegates and the global business events industry as a whole.
Contribution to national economies The Africa Conference brings together hundreds of exhibitors, buyers and industry decision-makers from major global business events and has become a sought-after platform for exhibitors and buyers. The show attracts thousands of attendees and is expected to capitalize on its strong recovery to drive growth in the tourism industry. “Building on the success achieved in previous years, Meetings Africa 2024 will undoubtedly further enhance the upward trajectory of our business events and tourism performance. At this year’s show, we expect more than 350 exhibitors, 350 local and international buyers countries, more than 20 international media and more than 3,000 representatives attended and participated,” said Minister De Lille.
Last year’s Africa Conference contributed a staggering R388.5 million to the South African economy, creating and sustaining 753 jobs, while also generating major business deals worth millions of rands for exhibitors. Minister DeLille highlighted the Africa Conference as a pan-African trade show, emphasizing its key role in telling Africa’s story and promoting the continent as a preferred destination for business events and tourism.
No fewer than 19 African countries are expected to participate in this year’s show, with exhibitors showcasing their diverse destinations and products to a strong international audience of buyers from 52 countries. De Lille said: “Meetings Africa provides the perfect platform to tell Africa’s story. It is an important platform for us Africans to collaborate and showcase the continent’s compelling stories to global buyers and audiences. The theme of the event is “Africa’s success is built on” On top of quality connections,” it calls on us to make the continent a desirable destination for business events.
We must use this platform to tell compelling stories about who we are as Africans”. The Minister stressed that the economic benefits of hosting the event will extend beyond the host province of Gauteng and will even be felt in some small towns and villages outside the host province.To achieve this, careful preparations are made before and after the tour
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