The SANCB works for YOU

The Meetings & Event Planner learns how

South Africa

The SANCB is a division of South African Tourism (SA Tourism), focused on growing business events activities under the leadership of Zinhle Nzama, the recently appointed acting chief convention bureau officer. It is an important mandate given the economic potential of the sector.

The Broader Value Of Business Events

According to the Allied Market Research, the global business events industry was valued at US$945.6 billion (R13.6 trillion*) in 2019. Of this, Africa’s share was valued at US$13.6 billion (R196.5 billion*), roughly half of which was attributed to the South African business events sector, which was valued at US$6.9 billion (R99.7 billion*).

Following worldwide lockdowns during the pandemic, the business events industry was forced to shut down for approximately two years. During this time, these benefits were sorely missed, but much is being done to rebuild the sector and recoup these losses.

The Allied Market research projects that, globally, business events will reach an

(SANCB)

estimated US$1.3 trillion (R20.8 trillion**) by 2031, showing positive growth prospects.

Creating Quality Connections

With over 20 years’ experience working in the tourism industry, Zinhle has a keen understanding that the value of business events lies in their ability to foster connections. For this reason, Meetings Africa 2023 – the leading business tourism show on the continent – adopted the theme ‘Africa's Success Built on Quality Connections’.

Zinhle explains, “We are in the business of trust, as faceto-face meetings and events allow us to connect and build trust. From there, business can happen.” She adds that the emphasis at this year’s event has been on ensuring quality connections throughout the event planning process, from the strict vetting of hosted buyers to the selection of SMMEs that were hosted at this year’s ‘plug and play’ pavilion. Additionally, leading South African innovators and thought leaders were also showcased, to demonstrate the excellence that our continent offers. “People attend business events to find solutions. We believe that by showcasing the exceptional talent we have here in Africa –from a surgeon who pioneered new medical procedures to a mathematician who invented a groundbreaking formula with real-world applications – we can show the world that we have ideas, and we offer an environment that will inspire creative solutions and innovations.” Meetings Africa 2023 was well received, with attendees feeling upbeat about the business they derived from the show. The initial figures from Africa’s renowned business trade platform saw 352 exhibitors from 22 African Countries and 362 buyers from over 53 countries in attendance, with over 7 000 meetings confirmed through the online diary system.

Looking Forward

Aside from growing South Africa’s share of the global MICE market, Zinhle also highlights that the SANCB and its partners – including the provincial convention bureaus – want to ensure an even spread of events across the whole country. Historically, 93% of all international business events are hosted in