Business Tourism worth R21 billion and growing

Arranged by Thebe Exhibitions, Meetings Africa is the top marketing event for this sector, formerly known as the MICE (Meetings, Incentives, Conferences, Events / Exhibitions) industry.

Carol Weaving, managing director of Thebe Exhibitions, says although relatively new in South Africa, Business Tourism has grown in leaps and bounds in recent years: "This is a booming sector. It is of particular importance to the broader tourism industry as the average meeting delegate spends at least three times as much as the leisure tourist, taking the ripple effect of tourism even further."

It is estimated that Business Tourism is currently worth approximately R21 billion per year to the South African economy and sustains nearly 260 000 jobs. It provides more than R6 billion annually to salaries and contributes R4 billion to the central fiscal in the form of taxes.

The results of a brand new Benchmark Survey on the Conference Industry, conducted by Grant Thornton and Direct Access will be announced at Meetings Africa on Wednesday.

Weaving says for the first time in the five-year history of Meetings Africa, exhibitors from other African countries - Kenya, Tanzania, Zambia, Swaziland and Zimbabwe - will showcase their products and services, giving buyers a greater variety of options to choose from: "We have also partnered with the Department of Trade and Industry in an international hosted buyer programme for some 70 delegates from Africa, Europe and the United States.

"However, there will also be a strong focus on the local corporate market, which still forms the backbone of the industry. We have an exciting product mix on offer, including venues, team events and incentive destinations, as well as services such as technical and catering support."

Meetings Africa is supported by all the relevant industry organisations, including the South African Tourism National Convention Bureau and the South African Meetings Industry Federation (SAMIF).