According to The World Travel & Tourism Council, the global meetings, incentives, conferences, and exhibitions (MICE) sector is worth between US$650 and US$700 billion. It is also one of the fastest-growing sectors and could hold the most potential to propel Africa’s economic development. Having experienced an increase in MICE-related bookings over the past few months, the Radisson Hotel Group believes that the business events industry plays a pivotal role in the continent’s economic growth.
A white paper released by Corporate Traveller also shares that, by the end of 2022, business travel in South Africa had exceeded 2019 levels. But what trends have emerged that are likely to dominate business travel in 2023 and beyond? And what conversations can we expect around this year’s Meetings Africa, the continent’s premier business events industry gathering?
Sandra Kneubuhler, Country Director of Sales & District Director for Radisson Hotel Group South Africa, says, “We have witnessed a number of trends and observations when it comes to business travel in South Africa and across the continent as a whole, which is why we have representatives from approximately 26 of the group’s hotels joining us at Meetings Africa 2023. This marks our largest stand at the show, which is reflective of its very large African footprint as well as the value and importance of the continent to the group.”
Business travel trends
Reflecting on how the industry is evolving, she continues, “There’s a return to pre-Covid trends such as the return of international business travellers in large quantities, with increased enquiries and confirmations from all our key international markets including the USA, UK, Germany and more recently Australia. Within these groups, we have also seen the return of the classic incentive group as companies seek to retain their top-performing team members.
“We have also noticed that business travellers are hosting smaller events in multiple locations across the continent as opposed to larger events in a single country. This could be attributed to a number of reasons including the fact that teams are more dispersed as companies around the world have adopted a hybrid and ‘work from anywhere’ arrangement. Owing to our footprint in key areas across Africa, we are primely positioned to cater to this trend.”
“There’s a return to pre-Covid trends such as the return of international business travellers in large quantities, with increased enquiries and confirmations from all our key international markets including the USA, UK, Germany and more recently Australia.”
Kneubuhler adds that the expectations of business travellers have changed, and many are now looking for experiential events that highlight the destination, involve community engagement and implement responsible business practices.
Radisson is responding to these new priorities. For example, the Radisson Hotel & Convention Centre, Johannesburg OR Tambo, not only has a state-of-the-art convention centre and the largest freestanding spa in Johannesburg, but is now also offering guests a number of bespoke experiences such as “wellness breaks” where the hotel offers health inspired menus and the onsite spa therapists offer mini head and hand massages.
Another unique meeting break idea was hosted recently at Radisson RED Rosebank where the group prepared their own lunch via a tailored cooking class on the hotels beloved rooftop.
Promoting economic opportunities
Vickie Muyanga, Regional Director of Sales, Africa at Radisson Hotel Group, says, “Extending beyond South Africa, trends within the MICE industry on the continent indicate a return of meetings from the government, oil & gas, healthcare and sports industries, which has also given rise to smaller events as a result. In addition, climate change and food related meetings have seen a noticeable increase as well.”
She continues, “As part of a longstanding effort to promote economic cooperation in order to raise living standards and promote economic development on the continent, heads of state belonging to unions such as the Africa Union, Economic Community of West African States (ECOWAS), have and continue to come together to drive tourism. More recently, they have geared their efforts towards pushing for MICE tourism to less popular regions on the continent. We expect to see this trend grow as we fight to recover from the economic losses caused by the pandemic.”
One successful case study in this regard is Rwanda, a member of the he Africa Union, which has bid on some of the world’s largest summits and events and been successful due to its infrastructure and the fact that its economic policy has encouraged massive business growth in the region.
As a direct result, the Radisson Blu Hotel & Convention Center in Kigali has become more popular with MICE groups in recent years. It also helps that the hotel is just five kilometres from the bustling city centre and Kigali International Airport, while being situated opposite the Kigali Convention Center and being able to accommodate up to 5 000 delegates.
Next – 25 000 rooms
The Radisson Hotel Group is one of the fastest-growing hotel companies in Africa. It has the ambitious goal of reaching 150 hotels and 25 000 rooms within the next five years across the continent, making Africa a key region for growth. Currently, the group has close to 100 hotels and 16 000 rooms in operation and under development in Africa.
Despite the challenges that emerged as a result of the pandemic, in the last two years alone, Radisson Hotel Group has opened 14 hotels in the region and signed over 25 new hotels, representing the potential of more than 4 800 additional rooms into its portfolio.
In the last two years alone, Radisson Hotel Group has opened 14 hotels in the region and signed over 25 new hotels, representing the potential of more than 4 800 additional rooms into its portfolio.
“If you look at travel into Africa, it was historically marketed as a leisure destination, and while that is still very much the case, we are seeing increased business travel to the continent as countries actively pitch for big events, summits and conferences. I believe that the business events industry holds the potential to bolster the continent’s economy, which is why this sector will remain a priority for Radisson Hotel Group,” Muyanga concludes.
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