Meetings Africa has experienced year-on-year growth since its inception in 2004, with 2019 promising to be the most successful year to date.
Taking place from February 25 to 27 in Johannesburg, 2019’s figures have already seen 32 more exhibitors than the previous year – with a total of 338 exhibitors showcasing their products and services to potential buyers this year.
102 exhibitors from 15 African countries will join their South African peers, with new African countries represented including Namibia, Zambia, Tanzania and Mauritius.
There has also been an increase in hosted buyers: 2018 saw 392 buyers accepted to attend Meetings Africa, with 2019 seeing 462 accepted to attend from the 721 applications.
Feedback from buyers at last year’s show revealed that the majority (43%) thought the value of Meetings Africa lay in the quality of products on show; while other buyers hailed the valuable networking opportunities and number of products and appointments.
2019 has seen the bar raised with quality expected to be even higher – in line with global technological innovative trends.
Amanda Kotze-Nhlapo, SA Tourism’s Chief Conventions Bureau Officer, says: “The show’s success comes from its regionalisation – ensuring a focus on the African continent, with the largest number of African exhibitors under one roof showcasing themselves to global buyers. Hosting the show over two days ensures that it has high impact with a streamlined networking system.”
Kotze-Nhlapo adds that the show’s further success lies in its maturity. “As it matures year on year, we constantly improve on the buyer programme and the diary system to make sure that we drive return on investment (ROI), so participants really see the value. We put a high premium on ROI for both exhibitors and buyers.”
Increased interest from buyers is testament to the growth of the meetings, incentives, conferences and exhibitions (MICE) industry in Africa in recent years, with international buyers turning to the continent for new and innovative travel packages.
