Since the South African government lifted the COVID-19 restrictive regulations in June 2022, opening the country, the tourism industry has continued to recover.
With a 3.7% contribution to South Africa’s Gross Domestic Product (GDP), the tourism sector adds significant value to the economy and overall development of the country. Visitor economy is the interaction between locals, visitors and tourists, specifically focusing on the elements that attract tourists, whether for personal or business reasons. The continued success of this sector relies on infrastructure, services, benefits, and the overall experience of being in the country.
The sector received a boost this week with Meetings Africa 2023 – held at the Sandton Convention Centre, Johannesburg, from February 28 to March 1. It will be the 17th edition of this business events trade show, owned by South African Tourism.
The event creates a market access platform for African business events products and enables growth in the business events industry. Over 300 exhibitors from 20 African countries have confirmed attendance. The event remains the continent’s most noteworthy business gathering, with high-quality delegates attending.
With Gauteng hosting an event guaranteed to house many professionals, businesses in the visitor economy will benefit greatly. An event of this magnitude that sparks an increase in the number of visitors travelling to the province means an increase in the demand for accommodation, restaurants and food services, local retail, and entertainment. When visitors spend money in the local economy it helps stimulate economic growth through job creation and a spike in goods sold and services rendered by SMMEs.
The visitor economy extends beyond the tourism industry. It entails meaningful and beneficial interactions between visitors and the city, and all of this has a direct impact on visitor retention and economic contribution.
South Africa’s tourism and hospitality industries were brought to their knees by the COVID-19 pandemic and its subsequent travel restrictions. With unrestricted travel, we can anticipate significant visitor economy growth. Last year, Meetings Africa injected over R420 million (€24.7m) into the Gauteng economy. This year it is tipped to be bigger and better and a significant contributor to the country’s overall visitor economy growth.
