How Meetings Africa boosts MICE tourism growth in South Africa

As the curtain fell on Meetings Africa, a vibrant platform for stakeholders in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, exhibitors and representatives came together to reflect on their experiences and the opportunities the event has unlocked.

This year's gathering at the Sandton Convention Centre brought together a diverse range of participants from across the globe, emphasising the growing importance of business tourism in the South African economy.

Jackie Motsepe, Chief Operations Officer of the KwaZulu-Natal Tourism and Film Authority, voiced the province's ambitions at the event.

“The main aim for attending Meetings Africa is to attract business events to come into KwaZulu-Natal,” she explained.

With buyers from around the world participating in the event, Motsepe articulated how carefully scheduled appointments allowed them to engage directly with influential figures responsible for organising global conferences and meetings.

“We are presenting to them what we have to offer as a destination. We’ve held many successful conferences over the years, and now we aim to attract more business into the province,” she added, underscoring the economic benefits tourism brings by stimulating job creation across various sectors, including hospitality and local businesses.

With a keen sense of responsibility, Motsepe also mentioned that they’re planning to take a delegation of potential buyers on leisure tours across the province, showcasing the myriad of activities and attractions available.

“This way, they can appreciate firsthand the potential KwaZulu-Natal holds for both leisure and business tourism,” she continued.

Hermina Sennelo, representing the Mauritius Tourism and Promotion Authority, echoed similar sentiments. For her, Meetings Africa represents more than just an exhibition — it is a vital networking opportunity.

“We always participate in Meetings Africa. It’s the perfect platform for us to create and nurture relationships, especially in the MICE sector,” Sennelo noted. The ability to connect with individuals and businesses from various parts of Africa and beyond has solidified Mauritius’s reputation as a prominent MICE destination.

Kirsty Hutchinson, Marketing Manager at Cemair, shared her perspective on the event. “We’re here to meet new people, acquire new business, and showcase our airline,” she stated, revealing that despite being in operation for 21 years, many are still unaware of their offerings.

“We are a full-service carrier providing a plethora of destinations within South Africa and Africa as a whole,” Hutchinson emphasized, highlighting their enthusiasm to elevate their brand visibility.

Geraldine Breedt, Administrative Manager at Elephant Lake Hotel, reinforced the narrative of opportunity that Meetings Africa represents.

“We want to showcase our hotels as prime locations for conferencing in the region,” she said. As a first-time attendee, Breedt expressed the hope that they would forge meaningful connections to tap into the conferencing market, an area they have yet to explore fully.

In conclusion, Meetings Africa not only serves as a showcase for business destinations but also as a catalyst for economic stimulation through tourism.

The collective optimism from attendees signifies a robust future ahead for the broader MICE sector in South Africa, with exhibitors eager to establish connections that will ultimately benefit their businesses and the local economy.