Meetings Africa 2024 Expected to Propel Tourism and Business Events to New Heights

The bustling streets and vibrant energy of Johannesburg will soon gear up for a gathering of significant international stature. The Sandton Convention Centre is preparing to host one of the continent's most anticipated trade shows, Meetings Africa 2024, running from February 26 to 28. According to South Africa's Tourism Minister Patricia De Lille, this event is not just a routine gathering; it's a harbinger of major change, set to catalyze an upswing in the business events sector across Africa and deliver substantial economic benefits to South Africa.

Meetings Africa is no stranger to the stage of global events. It boasts a history of attracting thousands of international and local attendees, including exhibitors, buyers, and decision-makers integral to the business events sphere. This year, the event is expected to exceed all previous records, with participation anticipated from more than 350 exhibitors, 350 local and international buyers, over 20 international media houses, and upwards of 3,000 delegates. The magnitude of this event aligns perfectly with South Africa's trajectory in its tourism and business events sector's performance, which has shown significant recovery and growth.

Minister De Lille is confident that Meetings Africa 2024 will continue to build on past successes, enhancing the economic landscape and job market. This trade show serves as a unique platform to tell the African story, promoting the continent as an unmatched destination for business events and tourism. The theme for the 2024 event, “Africa’s success built on quality connections”, underscores the importance of intercontinental collaboration and highlights Africa's position as a sought-after destination.

At the heart of Meetings Africa lies the importance of inclusivity. A spotlight will be shone on market access for SMMEs, and considerable efforts will be made regarding skills development and capacity-building within the sector. These actions aim to mobilize the full spectrum of society towards economic upliftment and development.

Last year, Meetings Africa contributed a notable R388,5 million to the South African economy, sustaining 753 jobs and forming lasting business deals worth millions. In the 2024 edition, a diverse representation of 19 African countries will be present, with exhibitors eager to present their destinations and products to the strong contingent of international buyers from 52 countries.

Additionally, economic benefits from the event will reach beyond the glitz of Gauteng, into small towns and villages, magnifying the developmental impact. The planned pre and post-tours for media and buyers promise to shine a light on lesser-seen gems throughout South Africa's lesser-known locales, offering a balanced view of what the country has to offer.

The South African National Convention Bureau (SANCB), in collaboration with the country’s business event industry, has been hard at work, sourcing and submitting 63 bids to host international meetings and exhibitions. These efforts are forecasted to generate an estimated economic value of R1,205,248,000 and could attract nearly 46,470 delegates between 2024 and 2029. To foster this, the SANCB has invested R5.7 million in its bid support programme, focusing on events that align with the Government’s strategic development goals.

With 16 bids successfully secured, these meetings and conferences are expected to reel in an influx of delegates, yielding an economic injection of R71 million. These events are not confined to Johannesburg but will span across an array of cities and towns, ensuring a wider dissemination of the beneficial impacts of the conferences.

As Meetings Africa 2024 edges closer, the anticipation of a surge in the business and tourism sectors is palpable. With a strategic combination of location, representation, and keen emphasis on sustainability and inclusivity, this event promises to mark a pivotal milestone in the narrative of Africa's global economic stature.