The Southern African Association for the Conference Industry (Saaci) has signed a memorandum of understanding (MoU) with the City of Johannesburg (COJ) in a joint approach that will see Destination Johannesburg increasing its number of hosted business events.
The MoU was signed on Thursday (May 20) during the two-day Saaci 34th Annual National Congress, which kicked off on Wednesday.
Known as the ‘COJ|Saaci Business Tourism Collaboration’, the three-year agreement will focus on creating opportunities for SMMEs and youth, stimulating economic growth through business tourism and encouraging collaboration between tourism public and private sectors.
“As the Executive Mayor of the City, I am making an undertaking right here in front of all industry patrons, that I am available to endorse all catalytic MICE initiatives that will result in job creation and SMME development,” said Geoff Makhubo.
“As a result of this partnership, we should be able to improve on our International Congress and Convention Association (ICCA) annual ranking. 2019 saw us in sixth place after Cape Town, Kigali, Marrakech, Nairobi and Cairo. Watch the space – we are working towards becoming market leaders through partnerships like this because we need to remain globally competitive to attract MICE business.”
Underpinning elements
The collaboration entered into today, will be underpinned by the following elements:
- Co-bidding and mutual co-ordination – the identification of clients where the city would be of interest, followed by the creation of joint proposals/bids based on synergies between Saaci members and the City of Johannesburg;
- Enterprise development – the creation of a full business events value chain that will form the framework of a dedicated business events incubation system or programme that will capacitate entrepreneurs and also grow innovation organically in line with the future needs of the industry.
- Research, statistics analysis and intelligence – analysis of studies focused on industry trends, security (risk analysis), governance (impact of policy that may influence how business events are managed in the future) and defence (terrorism). This will include identifying opportunities for both the City of Johannesburg based on current leads and existing partnerships with Saaci.
- Business events promotion and sales activity – the collaboration will identify how association buyers and industry decision makers are educated on Destination Johannesburg with the aim of forging long-term relationship development.
- Work opportunities – establish job creation programmes in the business events industry that are a specific key part of the collaboration.
- Youth learning – access and utilisation of the Saaci On-Line Academy matched through Masterclasses that will be developed within the parameters of the MoU. The unemployed graduates and youth active in the business events industry will be considered in the development of this programme.
- Joint collaboration for MICE strategic initiatives – through agreements/MoUs with partner associations, a joint implementation of high-impact initiatives will be embarked on.
National Saaci chairperson, Kim Roberts, welcomed the “boldness and confidence” the City of Johannesburg had placed in the business events industry.
“Saaci views strategic partnerships like these as a way in which the public and private sectors can work towards the recovery of the industry. As a mission-based association, Saaci will continue focusing its efforts on learning, growth and collaboration,” she said.
