The official opening of the Meetings Africa exhibition on Tuesday, February 27, saw Tim Harris, Interim Chair for South African Tourism, highlighting the importance of business events to the local economy.
“MICE is the secret weapon of tourism. Business travellers stay longer, spend more, and bring their families,” he said.
Patricia de Lille, the Minister of Tourism for South Africa, delivered a keynote address to delegates, underscoring the impact of business events on the local and regional economy.
According to De Lille, 2023 estimates value Africa’s business events industry at US$12,7 billion (R240 billion), while South Africa’s business events for the year injected $6,4 billion, or R121 billion, into the economy.
“Business events travellers who attend MICE events spend over 65% of their money on hotel rooms and hotel dining, while 15% is spent on restaurants outside the hotel,” she said.
Over the past financial year (2022/23), the South Africa National Convention Bureau (SANCB) secured 40 bids for the country, generating an estimated R338 million between 2023 and 2025 and bringing more than 16 000 international and regional delegates.
Of the 95 bids submitted for the 2023/24 financial year, 19 have been successful. While the SANCB channelled R5,7 million towards bid support, it is expected these secured events will have an economic impact of R85 million when they take place this year and next.
“The secured conferences will also contribute to the regional spread of business events and be hosted in Johannesburg, Tshwane, Ekurhuleni, Cape Town, Sun City, Parys, Skukuza and Potchefstroom,” said De Lille.
For much of Africa, business events have not been a priority. However, many are waking up to the potential that MICE structures, such as convention bureaus and bidding programmes, can bring, and with buyers from 63 countries and 380 exhibitors from 21 African nations, Meetings Africa provides a backdrop against which industry roleplayers can connect, engage and strengthen their network.
