IF there’s one thing the minister of Tourism is good at- she knows how to break an ice.
Patricia De Lille or aunt ‘Pat’ rendered her 2024 speech at the launch of Meetings Africa trade show, realising the packed room was tense.
Tense, because media corps came in large numbers to observe this momentous occasion, following reports -good or bad faced by the South African Tourism- who are the organisers of the trade show.
The minister took a moment to dance, much to the euphoria from guests who whistled before opening her address: “Building from the successes recorded in previous years, Meetings Africa 2024 will no doubt enhance the already upward trajectory of our business events and tourism sector’s performance. At this year’s event, we anticipate the attendance and participation of more than 350 exhibitors, 350 local and international buyers, over 20 international media and more than 3 000 delegates”, adding “its time to take tourism to another level”.
With Covid having passed, the eagerly-awaited Meetings Africa 2024 trade show is set to inject a surge of energy into the business events sector on the African continent while significantly boosting South Africa’s economy, set from 26 to 28 of February at the Sandton Convention Center.
The 2023 edition of Meetings Africa contributed a staggering R388,5 million to the South African economy, creating and sustaining 753 jobs while also generating significant business deals worth millions of rands for exhibitors.
Emphasising Meetings Africa as a Pan-African trade show, Minister De Lille highlighted its critical role in telling the African story and promoting the continent as a premier destination for business events and tourism.
No less than 19 African countries are expected to participate in this year’s show as exhibitors will look to showcase their various destinations and products to the strong contingent of international buyers drawn from 52 countries.
Supporting emerging enterprises was the key talking point at the launch, with the minister indicating several activities likely to benefit emerging entrepreneurs and SMMEs have been planned, including educational sessions, speed marketing sessions, and a marketplace, etc.
She also heaped praise on the establishment of SATOVITO (South African Township and Village Tourism Village) that will be hosting its Tourism Expo from January 25 to 26 at Maropeng Cradle of Humankind.
“They are telling an authentic South African story because international tourists are keen on our indigenous heritage. SATOVITO as an organisation offers unique tourism products from our very townships and villages across our nation; and encourages investors to plough their resources in those areas.”
Gauteng Tourism Agency, CEO Sthembiso Dlamini says: “Gauteng is poised to serve as the stage and place that reinforces better African connections through quality and meaningful meetings. This is not only our strategic intent but an integral part of Growing Gauteng Together through social compacting in our 10 high growth sectors.”
Dlamini also decried the fact that business jargon should be trimmed down as it confuses the market in most cases.
On the success story of the South African National Convention Bureau (SANCB) between 1st of April 2023 to date, in conjunction with South Africa’s business event industry, has sourced and submitted 63 bids to host international meetings, incentives, conventions and exhibitions in South Africa between 2024 and 2029.
These 63 bids have a combined estimated economic value of R1 205 248 000 and the potential to attract 46 470 international and regional delegates to South Africa during the same period. Of these, South Africa has been successful in securing 16 bids (meetings, incentives, and conferences) for the 2023/24 financial year, which is excellent news for the economy.
These successful bids will bring in a total of R71 million between 2024 and 2025, as well as attract 2 505 international and regional delegates.
The SANCB invested R5,7 million for these bid submissions through its bid support programme to attract business events that align with the National Government’s development priorities.
Glenton De Kock, the CEO of the Southern African Association for the Conference Industry (SAACI) pointed out that development must and should begin from varsities and TVTs to encourage students to fully understand the intricacies of tourism.
What is the point of studying this subject yet you’ve never been to an exhibition or any tourism related event, yet we expect you to excel in it,” he asked?
Ecosystem- a complex of living organisms, their physical environment, and all their inter-relationships in a particular unit of space, was the main talking point, although the burning issue of transformation was not discussed.
Acting SAT CE- Nombulelo Guliwe says as the agency tasked with marketing the country both locally and internationally, they will invite more emerging enterprises owned by those from disadvantaged background to exhibit at the MA, and interact with counterparts from other African and European states.
The panel also featured Frank Murangwa, the Director of Destination Marketing at the Rwanda Convention Bureau and Septi Bukula, founder of Rendzonetwork.
One would have thought the contentious issue of burgeoning bogus travel agencies would also be on the agenda on the day, alas not.
Image SAT (Bubbly. Tourism minister Patricia De Lille addressing guests at the MA launch at Raddison Blu Hotel, Sandton on Wednesday).
