COVER STORY: MEETINGS AFRICA 2023

Greater African representation expected at Meetings Africa 2023

Meetings Africa, the continent’s premier business events industry gathering, is setting the bar higher than ever before, as it looks to increase the number of African exhibitors to 20 countries.

According to Zinhle Nzama, acting chief convention bureau officer at the South African National Convention Bureau (SANCB), the increase in the number of African exhibitors is an indication that leaders throughout Africa recognise the business events industry as vital to the continent’s economy. “As Africa’s economy shifts towards a technological future characterised by the Fourth Industrial Revolution, more nations are building their business events industries to attract foreign investors and businesses.”

Ms Nzama said that Africa provides the business events industry with a host of experiences unmatched anywhere in the world. “We have the technological and infrastructural capabilities to host big events, much like other industrialised nations. Couple that with African hospitality and warmth and you have a recipe for a kaleidoscopic experience, one that immerses you into the fabric of this great continent.”

Hosted buyers

She said that Meetings Africa is still the continent’s most valuable business events gathering as it attracts the world’s best buyers and exhibitors. “There are high-quality delegates that attend the trade show, thanks to a globally benchmarked vetting process that selects only the best buyers in the world.” This year, Meetings Africa is aiming to bring three-hundred-and-fifty international buyers to the show. Meetings Africa has confirmed three-hundred-and-twenty so far, from fifty-seven countries.

Fresh ideas boost the economy

Zinhle Nzama, acting chief convention bureau officer at the South African National Convention Bureau (SANCB).

Ms Nzama, said the show’s new theme, Africa’s success built on quality connections, is about connecting people and ideas that will drive Africa forward. “Expanding African representation means that we are looking to bring in fresh ideas and to show our partners that this platform is serious about boosting Africa’s economic development.”

Ms Nzama referred to Meetings Africa’s new logo and positioning as a symbol of developing new perspectives that can restore the business events industry to profitability. “To stay relevant and fresh, we would need to deploy a bit of elasticity to our thinking. That means we would need to share our unique differentiators and stories in person and learn from our peers and industry leaders on how to succeed in the future.”

African exhibitors in for a treat

“The value of Meetings Africa for exhibitors is twofold: they will have the chance to trade with credible buyers on the floor and drive relevant leads and they will garner unique insights from businesses and speakers at the Boma Talks to help drive their success,” Ms Nzama said.

Niche Partners, a research group that publishes the annual African Perspectives on the MICE Industry Report, considers the African business events industry nascent and that it is yet to reach some level of maturity. In its most recent report in 2021, Egypt, Kenya, Rwanda, Ethiopia and South Africa were lauded for their mature business events industries and for recognising the sector as an important part of their national tourism strategies.

South Africa still holds the trump card on the continent. For the 2022/23 financial year, the SANCB together with its partners, have already managed to secure thirty-four of the seventynine bids for international meetings, incentives, conventions and exhibitions. The secured bids are estimated to contribute R288-million to the South African economy between 2022 and 2025, a great return on investment on the 17.3-million the SANCB had invested in the bid support programme.

305 exhibitors representing the African countries have confirmed their spots on the Meetings Africa 2023 trade floor, so far. They will have the opportunity to interact with thousands of buyers from around the world, expected at the event. The African countries represented are Angola, Botswana, Eswatini, Ethiopia, Ghana, Ivory Coast, Kenya, Malawi, Mauritius, Mozambique, Namibia, Nigeria, Rwanda, Senegal, Seychelles, Tanzania, Uganda, Zimbabwe, Zambia, South Sudan.

“Africa is the perfect business events destination. Our infrastructure and health and safety standards are on par with most industrialised countries,” Ms Nzama said.

Christine Vel, from Tourism Seychelles, said that their biggest mission at Meetings Africa 2023 is to “be able to network and make new contacts which will help with future promotion of our destination”.

“We hope for a very positive impact with the interest of small incentive group companies to visit and sell the destination,” Ms Vel said.

Ms Vel said that Tourism Seychelles would love to use Meetings Africa 2023 “to meet buyers from all over and have the chance to present our destination and how we could work with incentive groups”.

Annemarie Lewox, account manager at Southern Spoor is upbeat about Meetings Africa 2023.

“We want to observe the changes in the market, the new role-players and market aggregators, and gain additional exposure to new visitors. It is important to see what the market is looking for, what it’s expecting and if it’s ready to embrace new concepts,” Ms Lewox said.

Ms Lewox urged buyers to get ready for an exciting Meetings Africa 2023 and to interact with the new products exhibiting at the show. www.mymauritius.travel www.mauritiusnow.com www.ratherbeinmauritius.co.za

“Many a buyer has attended Meetings Africa at least once before and, instead of keeping to your comfort zone and reaching out to the products you know and are familiar with, challenge yourself and see what is new. Be curious… there is a world out there ready to experience out-of-the-ordinary, fresh and innovative concepts. Do not overlook a name or brand you do not know. Spend the time this year and explore the less familiar. You may just be pleasantly surprised,” she said.

Follow Meetings Africa on Twitter, Instagram and Facebook using #MeetingsAfrica2023 and #VisitSouthAfrica. To participate at Meetings Africa 2023, register at www.meetingsafrica.co.za and play your part in unlocking Africa’s opportunities through quality connections.