Business events and the growth of African tourism

The tourism sector is key to Africa’s long-term economic growth and ability to attract substantial investment. Yugashnee Naicker, Group Manager Sales, International Sales at Peermont Hotels, Casinos and Resorts explores how the Meetings, Incentives, Conventions and Events (MICE) industry can unlock opportunities to stimulate tourism in Africa – both for business and leisure.

During Meetings Africa 2018 held in Sandton, Johannesburg, on February 27 and 28, it was revealed that business tourism contributed R115bn (€7.67bn) to the South African economy. Further statistics indicate that the tourism sector is a major job creator, employing over 686 000 people in 2016, and government is hoping to grow that to 700 000 in 2018.

First-time visitors to South Africa are often business tourists who would otherwise not think of visiting a country so far south and regularly covered by negative press. However, in experiencing South Africa first-hand, business travellers frequently have their perceptions of the country challenged. A decision on future investment in South Africa can be made based on a single visit – whether it is a decision to invest in a major job-creating project or where to spend the next family holiday.

Thus, business tourism creates the first impression of South Africa for potential return visitors and is something that should be capitalised on.

Additionally, Africa-focused business events need to be hosted in a more diverse range of locations in Africa. The continent should be marketed as a destination that is easily accessible and safe to visit. Africa boasts the facilities, infrastructure and expertise to pull off world-class conferences, coupled with a variety of unforgettable leisure activities.

Sisa Ntshona, CEO of South African Tourism, said during Meetings Africa 2018 that the key to growing the South African MICE sector was closer collaboration between nations in positioning Africa as a diverse but integrated whole.

The MICE industry is a great opportunity to display the diversity of Africa’s landscape, cultures, and especially its commerce and industry to a highly influential audience.

Source: tourismupdate.co.za