INDUSTRY INSIGHT

Time to travel again and attend in-person

It is hard to believe that at the beginning of 2022 predictions for the business events sector remained uncertain and unstable, yet towards the end of 2022 the environment was once again thriving, with the industry on a notable upward trajectory.

By Wrenelle Stander, chief executive officer of Wesgro.

The past year was characterised by flexibility within the eventing environment — a key component contributing towards the recovery of the sector. A key challenge for event organisers was encouraging delegates to embrace travel again, and to attend in-person meetings — forcing the sector to become innovative with the event experience.

Hybrid formats remain a critical component, resulting in the industry acquiring new skills to meet the digital demand, and expanding the supply chain product offering in its wake. Despite the pent-up demand for conferences, meetings, incentives and trade exhibitions, the industry is faced with a critical shortage of skills as a result of the Covid-19 pandemic.

With events globally reclaiming their importance as a key economic contributor for tourism growth, as we proceed into the new year, the importance of responsible and sustainable event practices is going to be what sets us apart as a leading meetings destination.

Environmentally and socially sustainable practices are cited across the destination in conference venues. To benefit both society and the environment as a whole, service providers are assisting clients to plan ‘greener’ events to create positive impact in the destination.

In 2023, Wesgro’s Cape Town and Western Cape Convention Bureau will be placing a larger focus on attracting more meetings into the destination from across Africa, to build on our reputation as a knowledge hub and a destination where great minds meet on the continent. With direct routes and increased frequencies operational from key African countries, delegates can now enjoy increased connectivity to Cape Town International Airport.

Overcoming barriers to visa applications will remain a key priority in 2023 and will be pertinent when bidding for large global business events.

Bringing together key industry players from across the globe to engage around trending topics creates a positive spin off, not only for the local knowledge economy, but also for trade and investment into a destination.

Wesgro has a sharp focus on technology, destination marketing efforts and partnerships to explore how delegates, who are now global citizens, can be connected with an extended audience when travelling to a destination to attend a conference.