Sascha-Lee Joseph
Meetings Africa, now in its 18th year, is poised to be a catalyst for the growth of the business tourism sector. Organised as a trade show, this annual event is eagerly anticipated, with expectations high for its positive impact on the business events industry.
Scheduled to be held at the prestigious Sandton Convention Centre from Monday, 26 to Wednesday, 28 February, Meetings Africa 2024 promises a dynamic showcase of the latest trends and opportunities in the tourism sector.
Participants will partake in educational sessions, a speed marketing session, and explore a vibrant mini marketplace featuring products by local entrepreneurs. This multifaceted approach aims to provide a comprehensive experience for attendees.
Tourism Minister Patricia De Lille expressed optimism during the media launch, emphasising the potential of Meetings Africa 2024 to inject energy into the business events sector on the African continent.
“Building from the successes recorded in previous years, Meetings Africa 2024 will no doubt enhance the already upward trajectory of our business events and tourism sector’s performance,” said De Lille.
She anticipates over 350 exhibitors, 350 local and international buyers, 20 international media representatives, and over 3 000 delegates participating in this year’s event.
Laura Vercueil, the Public Relations, and Communications Manager for Joburg Tourism, highlighted the global significance of Meetings Africa.
“With the show attracting thousands of attendees, it has grown and developed into one of the most important platforms world-wide for the Meetings, Incentives, Conferences and Exhibitions (MICE) industry and presents an unparalleled opportunity for those looking to do business not only with South Africa, but the African continent at large,” Vercueil explained.
The previous edition of Meetings Africa in 2022 made a substantial contribution to the South African economy, generating R388.5 million and creating 753 jobs. The economic returns extended beyond Gauteng, positively impacting small towns and villages outside the province.
Joburg Tourism will play a pivotal role in showcasing the diverse range of venues, accommodations, products, services, and experiences available throughout the City. The focus is not only on attracting business to South Africa but also on supporting the MICE sector and ensuring the seamless execution of events.
Councillor Nomoya Mnisi, the Member of the Mayoral Committee (MMC) for Economic Development in the City of Johannesburg, said the City is committed to supporting local enterprises in the dynamic MICE sector. She invited active participation, encouraging a collective effort to reimagine and reinvent Joburg’s success in the world of business events.
“The Joburg Tourism Convention Bureau Team is exploring new horizons and forging partnerships that will redefine our presence in global tourism markets,” she said, adding that the City’s support for local enterprises is unwavering, ensuring that they not only participate but thrive in the dynamic MICE sector.
“I invite you to be part of this resurgence. Together, let’s not just rebuild; let’s reimagine, reinvent, and reignite the flame of Joburg’s success in the world of business events,” said MMC Mnisi.
Running alongside Meetings Africa 2024 is the African Global Events Industry Summit (AGEIS), scheduled from Thursday, 22 to Sunday, 25 February at the Garden Court Hotel in Isando.
“The AGEIS delegates will stay longer in South Africa to participate in both events, to benefit from the diverse network of industry professional,” said Kate Hassan, Managing Director of Thea Eventstics and Thea Villa Hotels.
Hassan said this strategic alignment provides delegates with additional business and networking opportunities. AGEIS brings together professionals from the events industry, contributing significantly to Africa’s economy and attracting foreign investors.
Meetings Africa 2024 is not merely a trade show; it is a platform shaping the trajectory of the tourism sector. With a history of economic contributions and a focus on global collaboration, this event is poised to elevate South Africa’s position in the international business events arena.
SOURCED FROM THE JOBURG WEBSITE.
