#MeetingsAfrica2019: Building a shared economy

Image(s) via South Africa National Convention Bureau (SANCB)

In his opening address, South African Tourism CEO, Sisa Ntshona delved into how SA Tourism is looking to grow business tourism in the country through NCB efforts to sell the country as a business events destination of choice.

"For tourism destinations the world over, as indeed for South Africa, competitive advantage goes beyond the beauty of a country. Embracing our ability as a country and technology in this widely talked about the Fourth Industrial Revolution, the tourism industry is forced to evolve. Our biggest challenge is to define what this revolution means for the industry."

Included in the formal proceedings was a panel discussion on the Importance of Trade Shows.

The panel included SANCB Chief Convention Bureau Officer, Amanda Kotze-Nhlapo, founder of Milvest, Miller Matola and Tsogo Sun marketing head of Hotels, Lindelwa Isabelle.

"More than showcasing product, exhibitions grow other entities. Through our Meet Here. Grow Anywhere. distinct positioning, SANCB provides a route to market for all who attend. We need to make sure that the continent, not just South Africa, gets its favourable market share," said Kotze-Nhlapo.

"Exhibitions not only play an important role to profile our country as a business and leisure destination of choice. It is a mutually beneficial partnership with growth beyond a stand," said Isabelle.

Matola added: "Trade shows develop and strengthen brands. We need to ensure that sustainability in the MICE industry goes beyond the environment to inclusiveness and filters through the previously disadvantaged with service potential at trade shows."

"Sustainability is a key deliverable element of Meetings Africa. How we are going about our business will influence its staying power in years to come," said Ntshona.

This means countries would have to work together to ensure such market demands are met.

Part of Meetings Africa’s role is to showcase the best of the best in our capabilities not only as a country, but as a continent. Meetings Africa serves as a primary platform for Africa’s business events professionals to showcase their diverse services and products to global buyers and create partnership opportunities with African associations to help transform and contribute towards the continent’s economic growth."

For Ntshona, this year’s Meetings Africa is a "show and tell inviting the world to say as the African continent we have the capabilities and competence to host business events".

Of all the sectors in South Africa, Ntshona said tourism has the greatest potential to curb unemployment. Matola backed this up, saying that the trade show industry had created 150,000 jobs.

He added that trade shows are still the most important form of marketing, second only to direct selling. "Trade, investment and commerce are key brand building functions and business executives still agree that trade shows are key for the marketing of various industries."

This year’s Meetings Africa sees Namibia, Zambia, Tanzania and Mauritius added to the 70 exhibitors from outside Africa. Around 230 South African exhibitors make up the rest of the numbers. Approximately 400 highly qualified buyers from 36 countries around the world are expected to attend in 2019, more than a hundred more than last year.

Continuing under the theme Shared Economies, Meetings Africa 2019 takes place between 26-27 February 2019 at the Sandton Convention Centre.