By Lehlohonolo Lehana.
Meetings Africa 2024, a Pan-African business and trade show, kicked off Tuesday in Johannesburg, attracting 380 exhibiting companies from 21 African countries to showcase their products and services.
“During its early years, the representation was primarily South African, with minimal participation from the rest of Africa. Over the years, we have successfully expanded the event, and today, it stands as a truly Pan-African show,” said Tourism Minister Patricia de Lille at the opening of the show.
The annual event has become a key strategic platform for business meetings and events, and a hallmark in showcasing the best of the African business events sector, De Lille said, noting that a total of 19 exhibitors are making their debut at Meetings Africa this year.
With 63 countries represented in terms of buyers, this year’s Meetings Africa promises to be an event rich in collaboration and partnerships that extend far beyond the continent of Africa, according to De Lille.
Highlighting the significance of the business events sector and its contribution to the economy, De Lille commended the South African National Convention Bureau (SANCB) and its partners for their exceptional efforts in securing international and local bids for events to be held in South Africa.
De Lille noted that since the beginning of the current financial year (2023/24), the SANCB has sourced and submitted 95 bids for international business events to be hosted in South Africa between 2024 and 2032.
These bid submissions are estimated to have a combined economic value of R1.5 billion and potentially attract 60,040 international and regional delegates to South Africa.
Thus far, South Africa has won 19 of the bids submitted for the 2023/24 financial year. These secured business pieces will contribute R85m to South Africa’s economy between 2024 and 2025 and attract 2995 international and regional delegates.
While acknowledging these accomplishments, De Lille emphasised that there is still room for further efforts to promote and position South Africa as a leading destination for business events.
According to global economic research, the global business events industry was valued at 345.8 billion US Dollars in 2021 and is projected to reach 2.1 trillion US Dollars by 2031. Meanwhile Africa’s business events industry for 2023 was estimated at 12,7 billion US dollars while South Africa’s Business Events for 2023 was estimated at 6,4 billion US Dollars.
De Lille said the country’s positioning should transcend its socio-economic challenges. “It is imperative that we take control of our narrative and boldly showcase ourselves to the world. Our challenges do not define our potential, our ability to lead in key business sectors, or our capacity to innovate and host global MICE events. South Africa is home to exceptional individuals achieving remarkable feats, and it’s time to share that story.”
Following her speech, the Minister was joined on stage by Gauteng MEC for Economic Development, Tasneem Motara, the CEO of Joburg Tourism Company, Thandokuhle Mgudlwa; Tim Harris, the chair of the South African Tourism Board and Nombulelo Guliwe, the Acting CEO of South African Tourism. Together, they officially opened the trade show by ringing the bell.
Motara said Meetings Africa offered the perfect platform to present Gauteng as the home of mega conferencing. “It allows us to showcase our strengths and attract attention from local and international professionals in the meetings, events, and business industry.”
Meetings Africa has been in existence for 18 years and this year marks the 17th occurrence of the show as it was skipped in 2021 due to the impact of COVID-19 lockdown restrictions. Meetings Africa 2024 will end on Wednesday.