As the tourism sector gears up for recovery, South African Tourism continues to create market access for Small Medium and Micro Enterprises (SMMEs) thus ensuring inclusive growth. South African National Convention Bureau (SANCB), a business unit of South African Tourism, will once again host the Sustainability Village at the 16th instalment of Meetings Africa – the Pan-African business events trade show taking place from February 28 to March 2.

At the Sustainability Village, South African businesses showcase and sell unique and locally produced goods usually made from recycled materials – thus promoting sustainable tourism and supporting local businesses. Stocked up with various South African products, the Sustainability Village is a dynamic corporate gifting option for delegates. 

At Meetings Africa, delegates are given vouchers that are redeemable for products at any of the stalls at the Sustainability Village. Delegates can also use cash to top up and buy more from the vendors at the Village.

Creating market access and being open for business

South African National Convention Bureau’s Chief Conventions Bureau Officer, Amanda Kotze-Nhlapo, says her team has always been serious about creating market access for small businesses and contributing to economic growth. 

“Our country is beautiful and boasts a rich culture and heritage. The Sustainability Village is an innovative way to allow our visitors to get to share in this and take a piece of the South African story back with them when they return to their respective countries. Visitors to the Sustainability Village also get to feel South Africa’s warm people when they exchange with the friendly crafters at the Village.

“This truly gives the delegates a uniquely and proudly South African experience. The gift of their choice from the Sustainability Village is a meaningful extension of the memorable experience they have during their stay in South Africa while attending Meetings Africa. We want our delegates to return to their homes with gifts that are meaningful and memorable” says Kotze-Nhlapo.

In order to meet the sustainability criteria, the goods featured have to be locally made. The other requirement is for vendors to be certified as Black Economic Empowerment-compliant South African businesses that contribute to the local economy.

“It is an indelible feature of Meetings Africa that epitomises the beauty of home-grown arts and crafts. I am delighted to see it being emulated at numerous national and provincial events. It is a true beacon of our national pride,” says Kotze-Nhlapo.

Furthermore, Kotze-Nhlapo adds that delegates will get to experience the breadth and depth of South Africa’s business ingenuity as they will get to see first-hand South African people’s knowledge and creativity to produce high-quality goods. “The connections and ideas they will exchange with delegates are a true illustration of our theme – Shared Minds, Shared Economies.”

In order to meet the criteria, vendors at the Sustainability Village have to be certified as Black Economic Empowerment-compliant South African businesses and the goods they sell at the Village have to be locally made.

A chance to engage with people again

Nomaswazi Tinus, the founder of African Mamas Crafts, a manufacturer of South African-inspired home décor and personal accessories, says Meetings Africa’s value is in the exposure it provides to SMMEs.

“The event showcases SMMEs in a positive light. The stands and the branding help us display our goods optimally,” says Tinus.

One of the criteria that African Mamas Crafts meets is in uplifting rural communities. It currently employs a co-op of craftspeople as part of its efforts to build sustainable rural communities. Much of its business takes place at pop-up events and exhibitions. However, COVID-19 had stopped all gathering, and severely affected the company.

“We had to figure out how to use social media, our website and other digital platforms effectively to draw attention to us. So we got on to the RSA Made platform, utilised Google Ads and learned to use SEO effectively,” she says.

Being back at Meetings Africa – it is not African Mamas Crafts’ first time at the event – means that Tinus can look forward to doing business the old-fashioned way.

“There’s no better way to do business than by face-to-face. That is why I am excited for Meetings Africa 2022 – I want to engage with people there. Once they see the face of the brand, it is easier to take them to the online environment,” she says.