Corporate profile: Meetings Africa – Putting South Africa on the business tourism map

• 25 February 2010 |
• General

Meetings Africa, which celebrates its sixth anniversary in Johannesburg this month, is widely acknowledged as the continent’s premier business tourism exhibition. The annual event provides a platform for business tourism buyers and sellers to spend three days networking with fellow tourism stakeholders.

Meetings Africa came into being five years ago when Carol Weaving, managing director of Thebe Exhibitions and Projects, identified an urgent need for a forum where tourism players could meet to brainstorm innovative ways to promote South Africa.

Weaving knew that similar concepts had taken off internationally, in Frankfort and Barcelona for example, but that South Africa lacked a similar event. She gathered together key role players and put the idea to them. Their immediate support for, and ongoing commitment to, the concept is evident in the massive growth and continued success of Meetings Africa, which takes place from February 24 to 26, 2010, at Johannesburg’s Sandton Convention Centre.

“Meetings Africa has put Africa – especially South Africa – on the business tourism map,” says Weaving.

When Meetings Africa was in its third year, SA Tourism bought the concept and has driven it aggressively ever since. Although SA Tourism now owns Meetings Africa, the Thebe Exhibitions and Projects Group continues to manage the event.

The Meetings Africa team comprises 10 staff members who put together a three-day event aimed at international buyers and local corporates. The programme incorporates educational seminars with interesting topics such as “Zumanomics 2010-2014”, conferences, workshops, networking opportunities, social events, working breakfasts and a gala dinner.

This year more than 270 business tourism-related exhibitors will be on hand to promote their interests, and those of South Africa, when doors open to thousands of foreign and local visitors. The event is set to showcase business tourism entities, hotel groups, spas, lodges, tour operators, restaurant franchises, government tourism bodies, tourism marketers, travel agencies, game reserves, safari outfits, and media and eventing – among other stakeholders’ concerns.

“Companies have realised the importance of this event and as a result we have seen an increase in participants year on year, despite having gone through a tough economic period,” says Weaving. She expects to see continued “good steady growth” in the event as more companies take advantage of the expanding business tourism opportunities on offer each year.

“We are constantly looking at ways to inject new energies into the project,” she adds.

Glynis Anderson, general manager Tourism Portfolio at Thebe Exhibitions and Projects, says Meetings Africa has enjoyed increased exhibitor support every year and “now offers the full spectrum of business tourism products.”

A 20% increase in growth every year since inception has seen new role players come to the fore, and 2010 is no exception.

“We have sold every square metre of space for this year’s event,” says Anderson.

This year’s new signings include Summer Place conference and events venue, the Free State Tourism Board and Luanda Palatona, a convention hotel in Angola.