Meetings Africa is recognised as the continent’s premier trade event for the business events and tourism industries. The 2020 show took place at the Sandton Convention Centre from 25 to 26 February, and has been praised for representing Africa both in terms of the products and services showcased, as well as its strategic objective to nurture collaboration across African borders.
In his opening address, Sisa Ntshona, CEO of South African Tourism, said he was hoping the show would encourage the rotation of meetings on the continent; “It is a platform for the regional business events industry to engage in a bid to attract more global and regional business events to Africa.”
Together we can
The benefits of greater collaboration were raised at the Business Opportunities Networking Day (BONDay) panel discussion, held on 24 February, where Founder of Nascence Advisory and Research, Xhanti Payi, highlighted that the Africa Continental Free Trade Area (AfCFTA) could dramatically boost the industry’s growth.
The AfCFTA agreement, which has been in effect since May 2019, is working to establish a single market for goods and services across all 54 African countries. This will allow the free movement of business travellers and investments, and create a continental customs union to streamline trade and attract investors.
“The AfCFTA agreement… will allow the free movement of business travellers and investments, and create a continental customs union to streamline trade and attract investors.”
Payi argued that the agreement promises positive outcomes for both the tourism and MICE industries; “With the agreement, we are going to move quite fast in the near future.”
Also at BONDay, Doris Parsons, Director of Studiored Conferences & Communications, said that Africa’s diversity is its competitive edge; “There are 54 countries as well as various regions such as SADC and the East Africa Community. One can go anywhere in Africa and get a different experience. For instance, Chad has the best camel race in the world. So we can work together to push this competitive advantage.”
Merging resources & expertise
Speaking at the show, the Director of Tourism at the City of Johannesburg, Thandubuhle Mgudlwa, said that the African MICE industry is showing positive signs of improvement. He pointed out that Cape Town has been South Africa’s and Africa’s leading MICE destination for some time now, but this is starting to change as more African countries are moving up the International Congress and Convention Association (ICCA) rankings.
“We need to merge resources and club our expertise because I believe we are all committed to making it a success.”
Mgudlwa also revealed that in South Africa, the major meetings destination cities – Johannesburg, Cape Town and Durban – were increasingly working together; “We are collaborating instead of competing and joining efforts to secure more MICE activities.” He said they were also strengthening strategic partnerships with industry associations, such as the Southern African Association for the Conferencing Industry.
“We need to merge resources and club our expertise because I believe we are all committed to making it a success. As partners, we also need to engage with private sector more to gain their support and participation and to ensure the success of Meetings Africa in 2021,” he added.
High quality buyers
Nonnie Kubeka, the Head of the Gauteng Convention & Events Bureau, praised the quality of buyers at this year’s show; “What was exciting with the buyers themselves is that they gave request for proposals that are between 2024 and 2028.”
She added that she would like to see a greater representation of buyers from the automotive, aviation and financial industries at next year’s show; “We saw a lot of medical, educational and research buyers this year. But I would like Meetings Africa to invite more from our priority sectors because those are the low-hanging fruits that we can convert to real business.”
Statistics for Meetings Africa 2020
- 100% of the exhibition stands were sold, to accommodate 329 exhibitors
- 321 buyers attended the show, including 205 international buyers
- A total of 8,000 meetings were held during the show
Photos supplied by SA Tourism.
