Greater African representation expected at Meetings Africa 2023

The continent’s most valuable business events gathering attracts the world’s best buyers and exhibitors

Meetings Africa, the continent’s premier business events industry gathering, is setting the bar higher than ever before, as it looks to increase the number of African exhibitors to 20 countries.

According to Zinhle Nzama, Acting Chief Convention Bureau Officer at the South African National Convention Bureau (SANCB), the increase in the number of African exhibitors is an indication that leaders throughout Africa recognise the business events industry as vital to the continent’s economy. “As Africa’s economy shifts towards a technological future characterised by the Fourth Industrial Revolution, more nations are building their business events industries to attract foreign investors and businesses.” 

Nzama said that Africa provides the business events industry with a host of experiences unmatched anywhere in the world. “We have the technological and infrastructural capabilities to host big events, much like other industrialised nations. Couple that with African hospitality and warmth and you have a recipe for a kaleidoscopic experience, one that immerses you into the fabric of this great continent.”

She said Meetings Africa is still the continent’s most valuable business events gathering, as it attracts the world’s best buyers and exhibitors.  “There are high-quality delegates that attend the trade show, thanks to a globally benchmarked vetting process that selects only the best buyers in the world.”

This year, Meetings Africa’s target is to bring 350 buyers to the show. 

Fresh ideas boost the economy

Nzama said the show’s new theme Africa’s success built on quality connections is about connecting people and ideas that will drive Africa forward. “Expanding African representation means that we are looking to bring in fresh ideas and to show our partners that this platform is serious about boosting Africa’s economic development.”

Nzama referred to Meetings Africa’s new logo and positioning as a symbol of developing new perspectives that can restore the business events industry to profitability. “To stay relevant and fresh, we need to deploy a bit of elasticity to our thinking. That means we would need to share our unique differentiators and stories in person and learn from our peers and industry leaders on how to succeed in the future.”

African exhibitors in for a treat

“The value of Meetings Africa for exhibitors is twofold: they will have the chance to trade with credible buyers on the floor and drive relevant leads, and they will garner unique insights from businesses and speakers at the Boma Talks to help drive their success,” said Nzama.

More than 300 exhibitors representing 20 African countries have confirmed their spots on the Meetings Africa 2023 trade floor so far. They will have the opportunity to interact with thousands of buyers from around the world expected at the event. The countries represented are:

• Angola
• Botswana
• Eswatini
• 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 the annual African Perspectives on the MICE Industry Report, considers the African business events industry largely nascent and that it is yet to reach some level of maturity. In its most recent report in 2021, Egypt, Kenya, Rwanda, Ethiopia and South Africa were lauded for their mature business events industries and for recognising the sector as an important part of their national tourism strategies.

South Africa still holds the trump card on the continent. For the 2022/23 financial year, the SANCB together with its partners, have already managed to secure 34 of the 79 bids for international meetings, incentives, conventions and exhibitions. The secured bids are estimated to contribute R288-million to the South African economy between 2022 and 2025, a great return on investment on the 17.3-million the SANCB had invested in the bid support programme.

“Africa is the perfect business events destination. Our infrastructure and health and safety standards are on par with most industrialised countries,” said Nzama. 

Follow Meetings Africa on Twitter, Instagram and Facebook using #MeetingsAfrica2023 and #VisitSouthAfrica. To participate at Meetings Africa 2023, register at www.meetingsafrica.co.za and play your part in unlocking Africa’s opportunities through quality connections.