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Meetings Africa, now in its 18th year, is expected to be a catalyst for growth in the business tourism industry. As a trade show, this annual event is highly anticipated and expectations are high for its positive impact on the business events industry.
Meetings Africa 2024 is scheduled to take place from Monday 26 to Wednesday 28 February at the prestigious Sandton Convention Center and promises to be a dynamic showcase of the latest trends and opportunities in the travel and tourism industry.
Participants will attend educational sessions, quick marketing sessions, and explore a vibrant mini-market featuring products from local entrepreneurs. This multi-faceted approach is designed to provide attendees with a comprehensive experience.
Tourism Minister Patricia De Lille expressed optimism during a media briefing, stressing that Africa 2024 has the potential to inject vitality into the continent’s business events sector.
“Building on the success of previous years, Meetings Africa 2024 will undoubtedly enhance the already upward trajectory of our business events and tourism performance,” said De Lille.
She expects this year’s show to be attended by more than 350 exhibitors, 350 local and international buyers, 20 international media representatives and more than 3,000 delegates.
Joburg Tourism Public Relations and Communications Manager Laura Vercueil highlighted the global significance of the Africa conference.
“With the show attracting thousands of attendees, it has grown to become one of the most important platforms for the global meetings, incentives, conferences and exhibitions (MICE) industry, providing unrivaled opportunities not only for those looking to do business Not South Africa, but the whole African continent,” Vercueil explained.
The last Africa Conference in 2022 made a significant contribution to the South African economy, generating R388.5 million and creating 753 jobs. The economic returns extend beyond Gauteng, with a positive impact on small towns and villages outside the province.
Tourism Joburg will play a key role in showcasing the range of venues, accommodation, products, services and experiences across the city. The focus is not only on attracting business to South Africa, but also on supporting the events industry and ensuring the smooth execution of events.
Councilor Nomoya Mnisi, a member of the Johannesburg Mayoral Committee (MMC) for Economic Development, said the city was committed to supporting the growth of local businesses in the vibrant events and exhibitions sector. She invites everyone to get involved and encourages everyone to work together to reimagine and reinvent Joburg’s success in business events.
“The Joburg Tourism and Convention Bureau team is exploring new horizons and forging partnerships that will redefine our position in the global tourism market,” she said, adding that the city’s support for local businesses is unwavering, ensuring they Not just get involved, but thrive in a dynamic environment where the events industry thrives.
“I invite you to be part of this renaissance. Let us work together to not just rebuild; let us reimagine, reinvent and reignite the fire of Joburg’s success in the world of business events,” said MMC Mnisi.
Parallel to Meetings Africa 2024 is the Africa Global Events Industry Summit (AGEIS), scheduled to take place from Thursday 22nd to Sunday 25th February at the Isando Garden Court Hotel.
Kate Hassan, Managing Director of Thea Eventstics and Thea Villa Hotels, said: “AGEIS representatives will be staying in South Africa longer to attend both events in order to benefit from a diverse network of industry professionals.”
Hassan said the strategic alliance provides additional business and networking opportunities for delegates. AGEIS brings together event industry professionals, making a significant contribution to the African economy and attracting foreign investors.
Meetings Africa 2024 is more than a trade show; it is a platform that shapes the trajectory of the travel industry. With a history of economic contribution and a focus on global collaboration, the event is expected to elevate South Africa’s position on the international business events stage.
Written by Sasha Lee Joseph
21/02/2024
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