The continent’s most valuable business event attracts the world’s best buyers and exhibitors
The Africa Meeting, the continent’s leading business event industry gathering, is setting higher standards than ever, as it will increase the number of African exhibitors to 20 countries.
According to Zinhle Nzama, Acting Head of Convention Bureau at the South African National Convention Bureau (SANCB), the increase in the number of African exhibitors is an indication that leaders across Africa recognize the business events industry as important to the continent’s economy. “As African economies move towards a technological future characterized by the Fourth Industrial Revolution, more and more countries are building business event industries to attract foreign investors and businesses.”
Nzama said Africa provides the business events industry with a wealth of experience that is unmatched worldwide. “We have the technological and infrastructure capabilities to host great events, like any other industrialized country. Couple that with the hospitality and warmth of Africa and you have a recipe for a kaleidoscopic experience, which immerses you in the fabric of this great continent.
He said the Africa Meeting is still the most valuable business event on the continent, as it attracts the world’s best buyers and exhibitors. “There is a high-quality delegation that attends the trade fair, thanks to a globally marked vetting process that selects only the best buyers in the world.”
This year, the Africa Meeting’s target is to bring 350 buyers to the exhibition.
Fresh ideas improve the economy
Nzama said the new theme of the event Africa’s success is built on quality connections it is about connecting people and ideas that will lead Africa forward. “Enlarging the representation of Africa means that we want to bring new ideas and show our partners that this platform is serious about promoting the economic development of Africa.”
Nzama cites Meetings Africa’s new logo and positioning as a symbol of developing a new perspective that can restore the business events industry to profitability. “To stay relevant and fresh, we need to apply some elasticity to our thinking. That means we need to share our differences and unique stories and learn from our peers and industry leaders on how to succeed in the future.
African exhibition in to treat
“The value of the Africa Meeting for exhibitors is twofold: they will have the opportunity to trade with reliable buyers on the floor and target relevant leaders, and they will gain unique insights from businesses and speakers at Boma Talks to help them succeed,” said Nzama.
More than 300 exhibitors representing 20 African countries have confirmed their places on the trade floor of Meetings Africa 2023 so far. They will have the opportunity to interact with thousands of buyers from all over the world who are expected to attend the event. The countries represented are:
- Angola
- Botswana
- In Swat
- Ethiopia
- Ghana
- Ivory Coast
- Kenya
- Malawi
- Mauritius
- Mozambique
- Namibia
- Nigeria
- Rwanda
- Senegal
- Seychelles
- Tanzania
- Uganda
- Zimbabwe
- Zambia
- South Sudan
Niche Partners, a research group that publishes an annual African Perspectives on the MICE Industry Report, considers the African business events industry to be largely nascent and has yet to reach some level of maturity. In the latest report in 2021, Egypt, Kenya, Rwanda, Ethiopia and South Africa were praised for their mature business events industry and recognizing the sector as an important part of their national tourism strategy.
South Africa still holds the trump card on the continent. For the 2022/23 financial year, the SANCB together with its partners, has managed to secure 34 out of 79 bids for international meetings, incentives, conventions and exhibitions. The guaranteed bid will contribute R288 million to the South African economy between 2022 and 2025, a good return on investment for the 17.3 million SANCB invested in the bid support programme.
“Africa is the perfect business event destination. Our infrastructure and health and safety standards are on par with most industrialized countries,” said Nzama.
Follow the Africa Meeting on Twitter, Instagram and Facebook using #MeetingsAfrica2023 and #VisitSouthAfrica. To participate in the Africa Meeting 2023, register at www.meetingsafrica.co.za and play your part in opening up Africa’s opportunities through quality connections.