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Against the backdrop of the rapid growth of the global meetings, incentives, conferences and exhibitions (MICE) industry, Africa is eager to capitalize on this opportunity and position itself as a significant and capable player in the industry.
South Africa’s Tourism Minister Patricia de Lille revealed the news on Tuesday at the opening of Meetings Africa 2024 in Johannesburg, Africa’s premier trade show currently taking place at the Sandton Convention Centre.
With 380 exhibiting companies from 21 African countries, Meetings Africa 2024 is consolidating its position as the continent’s leading business events show.
“I have no doubt that even at the Africa Conference it will be clear to everyone that the African continent is the best place to host all conferences, events, expos and incentive travel,” De Lille said.
De Lille boldly stated that Africa is ready to host events of any size, stressing that there is still room for further efforts to promote and position the continent as a leading destination for business events.
“We must take control of our own narrative and boldly present ourselves to the world,” she said.
At the same time, global organizations increasingly rely on face-to-face meetings and business meetings to develop solutions and strengthen relationships.
Lille welcomes exhibitors, buyers, media and other stakeholders in the tourism sector to attend the event, which has steadily grown to become a mainstay of the global business calendar.
“This is my first African conference since taking office last March and I am delighted to join you in this proud pan-African gathering of global business event partners.
“This is a very special moment in South Africa. This year our country celebrates 30 years of freedom since its first democratic elections in 1994.
“For us as a country, this represents a time of reflection, but also a time of celebration.”
She said freedom of movement and exploration was vital to the tourism industry and recognized the power of collaboration.
“Much of our industry’s success over the past 30 years can be attributed to the partnerships we have built with countries both within and outside the continent.”
De Lille highlighted the 19 new exhibitors at this year’s Africa conference, the 17th in 18 years following a disruption in 2021 due to the coronavirus pandemic.
Four of the new exhibitors come from other parts of the continent, namely Egypt, Côte d’Ivoire, Tanzania and Zambia.
The remaining 15 new exhibitors are from South Africa.
388 exhibitors from across the continent collectively represent Africa’s diversity and richness of choice.
“Each of these exhibitors brings a unique perspective, enhancing the diversity of our exhibitor lineup,” the Minister said.
“I am confident that our partnerships among African countries will once again demonstrate the value we gain from this event,” she continued.
Looking back on the early years when the show was predominantly South African, with little participation from the rest of Africa, she expressed satisfaction with its successful expansion into a truly pan-African show.
“Building on the success of previous editions, we continue to reassure the global business events industry that our continent is open for business and has everything it needs to host an event of any size,” she said.
De Lille had special words for his hosts. Gauteng Tourism, City of Johannesburg and Sandton Convention Centre.
“Your support allows us to showcase South Africa’s ability to host major events, inviting the world to experience our country beyond the convention centre.”
According to Global Economic Research, the global business events industry will be worth US$345.8 billion in 2021 and is expected to reach US$2.1 trillion by 2031.
Meanwhile, Africa’s business events industry is expected to be US$12.7 billion in 2023, while South Africa’s business events industry is expected to be US$6.4 billion in 2023.
De Lille said South Africa should be positioned beyond its socio-economic challenges.
“The challenges we face do not define our potential, our leadership in key business areas, or our ability to innovate and deliver global events.
“South Africa is home to extraordinary people who have achieved extraordinary things, and now is the time to share that story.”
After the speech, the Minister took the stage together with Gauteng Economic Development Council Tasneem Motara, Joburg Tourism CEO Thandokuhle Mgudlwa; South African Tourism Chairman Mr. Tim Harris and South African Tourism Acting CEO Mr. Nombulelo Guliwe.
Together they rang the exhibition bell and officially kicked off the exhibition.
Harris agrees with De Lille that more needs to be done to grow the business events industry in South Africa and across the continent.
“We are Africa’s leader, but Africa only accounts for three percent of global business travel. So while we celebrate here this week, as Africa takes its rightful place on the global business travel stage, we also We need to put our heads down and work hard to expand this contribution.”
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