Africa’s total business events revenue for 2023 is estimated to be around US$12.7 billion. South Africa’s business events revenue for 2023 is estimated at almost 50% of that total figure – US$6.4 billion.
This was highlighted by Minister of Tourism, Patricia de Lille, in her keynote speech ahead of the opening of the 17th edition of the two-day Meetings Africa at the Sandton Convention Centre in Johannesburg today (Tuesday, February 27).
De Lille cited global economic research, highlighting that the global business events industry forecast 2017–2028 market was valued at US$345.8 billion in 2021, and is projected to reach US$2.1 trillion by 2031.
“Business events travellers who attend MICE events spend over 65% of their money on hotels for rooms and hotel dining while 15% is spent on other restaurants outside the hotel,” said De Lille.
Chair of the South African Tourism Board, Tim Harris, agreed with the minister that while these figures were encouraging, more needed to be done to grow South Africa’s global numbers, as well as on the continent.
"We are the leader in Africa, but Africa is only 3% of the global business tourism industry. So as much as we are here to celebrate this week, we also need to put our heads down and work to grow this contribution as Africa emerges to take its rightful place on the global business tourism stage.”
De Lille added that Meetings Africa was the ideal springboard from which to launch this growth.
“With 63 countries represented in terms of buyers, this promises to be an event rich in collaboration and partnerships that extend far beyond the continent of Africa,” she said.
This year, there were 19 new exhibitors. “Among them are four from the rest of the African continent, including The Galaxia Group from Egypt, the Mangalis Hotel Group from Cote d'Ivoire, MICE Solutions DMC from Tanzania, and Willch Travel and Tours from Zambia.”
De Lille added: “I am delighted to highlight the presence of 380 Exhibiting Companies from 21 African countries at this year's Meetings Africa. I am very proud of that representation of Africa.”
De Lille has set a target of 5% tourism growth for 2024.
Gauteng benefits
Gauteng MEC for Economic Development, Tasneem Motara, highlighted that 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."
CEO of Joburg Tourism Company, Thandokuhle Mgudlwa, highlighted that growing business tourism was integral to the City of Johannesburg’s tourism strategy.
He added: “According to S&P Global in Johannesburg, the tourism spend in 2022 as a percentage of GDP was 4.7% – up from 4.2% recorded in 2021.”
