Meetings Africa, described as the continent’s premier business events trade show, returns to the Sandton Convention Centre, Johannesburg on the 25 and 26 February 2020 – for the 15th time.
The show, which is owned by South African Tourism, plays a critical role in bringing together the African business tourism industry and decision-makers, to advance the tourism interests of our continent. 17 African countries will take part, as well as hundreds of buyers.
“In 2018 business tourism contributed R115 billion to the country’s economy.”
Amanda Kotze-Nhlapo, the Chief Conventions Bureau Officer, says, “Meetings Africa is geared to enhance the collaboration between African countries and African associations so as to create more shared economic benefits for the continent’s MICE sector, it is where the world comes to buy Africa.”
The value in doing this is significant. Business tourists spend more than leisure tourists, and in 2018 business tourism contributed R115 billion to the country’s economy. Business tourists also tend to become leisure tourists when they add on extra travel days to their trips – or return for a holiday with their family.
South Africa has successfully secured and hosted many high-profile international events – including the FIFA Soccer World Cup in 2010, World Aids Conference, COP 17, and the World Economic Forum. This has not only benefited the economy, but has been an opportunity to advance the stature of South Africa as a world class destination.
Additionally, hosting MICE events locally tends to facilitate knowledge sharing, collaboration and the promotion of best practice standards, which directly benefits many industries, such as: healthcare, mining, and academia. In this way, Meetings Africa has enabled the African business events industry to stay abreast of what their international counterparts are doing, and be in a better position to strategically market the continent.
For more information on Meetings Africa, visit: www.meetingsafrica.co.za.
Curious to know more about the South Africa National Convention Bureau and how it is promoting SA as a business tourism destination? Find out here.
