Youth unemployment in South Africa remains a pressing issue, but the burgeoning events and exhibitions industry could offer a solution. With the recovery of both leisure and business tourism, this sector is poised to create jobs, boost economic growth, and provide opportunities for the country’s youth.
According to the World Travel & Tourism Council (WTTC) Economic Impact Report, South Africa’s travel and tourism sector is expected to grow at an impressive 7.6% annually over the next decade. In contrast, the national economy is projected to grow at just 1.8% annually. Within this growing sector, the exhibitions and events industry is forecasted to generate over 800,000 jobs by 2032, underscoring its potential to alleviate youth unemployment.
The Association of African Exhibition Organisers (AAXO) is leading the charge to harness the potential of this sector. As South Africa enters its peak events season, AAXO Chairperson Gary Corin is calling for immediate action.
Exhibitions as Catalysts for Economic Growth
Corin emphasizes that exhibitions go beyond showcasing businesses—they are essential engines for job creation. “Tourism Month highlighted our vibrant culture and heritage, but we must also recognize the crucial role of the exhibitions sector in economic renewal. With youth unemployment hitting 60.8% in Q2 of 2024, it’s more urgent than ever to focus on job creation,” he states.
To address this, AAXO will soon release an Exhibitions Careers Booklet, showcasing career paths within the industry. This initiative is particularly geared toward young people without access to higher education, offering them a window into the numerous opportunities within exhibitions.
The Importance of Exhibitions for Youth Employment
The exhibitions sector provides an array of on-the-job training opportunities. Many organisers, venues, and suppliers offer internships and in-service training, allowing unemployed youth to gain practical experience, build networks, and improve their employability. In turn, this contributes to both individual growth and the broader economic development of local communities.
Why Exhibitions Matter:
- Economic Growth: Exhibitions attract businesses, investors, and consumers, generating revenue for local economies. Globally, the events industry contributes $1 trillion annually, with South Africa’s exhibitions sector making a significant impact by supporting local businesses, including hotels, restaurants, and small enterprises.
- Job Creation: From event planning to hospitality services, the events sector offers diverse career paths. By investing in exhibitions, South Africa can provide its youth with essential skills and career opportunities.
- Youth Empowerment: Africa has a young population, with 19% aged between 15-24. However, unemployment among South African youth has averaged 56.15% over the past decade. Exhibitions are vital platforms for young entrepreneurs and job seekers, offering mentorship and networking opportunities that can lead to sustainable careers.
Government Support for Business Tourism
Government initiatives, as outlined by Tourism Minister Patricia de Lille, further support the exhibitions industry. With a R2.7 billion budget for domestic tourism recovery in 2024/25, the government aims to ensure that all South Africans benefit from tourism’s economic opportunities. One of the key programs is the Tourism Incentive Programme (TIP), which allocates R172.1 million to help small businesses participate in exhibitions. In the past year, R18 million from TIP enabled 130 small enterprises to exhibit at major events, creating jobs and increasing their visibility.
Time to Act
For exhibitions to reach their full potential, industry stakeholders need to align with government efforts and act swiftly. As Corin urges, “Let’s use this moment to turn exhibitions into catalysts for job creation and youth empowerment. We invite everyone to join us on this essential mission to unlock the potential of exhibitions for a brighter future.”
About AAXO
The Association of African Exhibition Organisers (AAXO) is dedicated to advancing Africa’s exhibition industry. It serves as a voice for organisers, providing support, resources, and opportunities to foster growth and inclusivity in the exhibitions sector. AAXO’s mission is to connect organisers with suppliers and opportunities, ensuring that exhibitions remain a key driver of economic and social development throughout the continent.
