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Johannesburg sets to host Meetings Africa 2024 marking tourism economy development

Meetings Africa

Meetings Africa 2024, set for February 27-28 at the Sandton Convention Centre in Johannesburg, South Africa, marks the 18th iteration of this pivotal business events trade show. Owned by South African Tourism, the event is designed to be a key platform for African Business Events Products, aiming to foster the growth of the continent’s business events industry and contribute to its economic development. Meetings Africa 2024, which includes a BONDay on February 26 for educational purposes, is a convergence of global, continental, and national industry associations.

This premier B2B travel trade event serves as the ultimate platform for exhibitors to present their offerings to a global audience, including international and local buyers, African associations, and corporate planners. It stands as the continent’s most formidable venue for face-to-face interactions with influential buyers worldwide, playing a crucial role in Africa’s ongoing growth.

South Africa’s Tourism Minister, Patricia De Lille, at the media launch, emphasized the trade show’s significant impact on boosting the economy and the global business events sector. With an expectation of over 350 exhibitors, 350 buyers, 20 international media, and 3,000 delegates, Meetings Africa 2024 is poised to surpass the successes of previous years, including last year’s contribution of R388.5 million to the South African economy and the creation of numerous job opportunities.

Meetings Africa 2024 stands as a testament to the collective effort to promote Africa as a prime destination for business events and tourism. The participation of 19 African countries, showcasing to buyers from 52 countries, underlines the event’s pan-African essence and its role in narrating the African success story.

The economic benefits of this B2B travel trade event are expected to ripple beyond Gauteng, reaching even the smallest towns and villages through organized pre and post-tours. These tours aim to highlight lesser-known destinations, further promoting inclusivity within the tourism sector. A focus on market access for SMMEs, alongside educational and speed marketing sessions, underscores the commitment to enhancing skills development and capacity building.

As the SANCB secures bids for future international B2B travel trade meetings and exhibitions, the potential economic impact and delegate attraction to South Africa are substantial. The collaborative effort among African nations to harness the business events industry’s opportunities is clear, with the shared goal of fostering economic growth and socio-economic development across the continent.

Meetings Africa 2024, themed “Africa’s success built on quality connections,” invites all stakeholders to champion the continent as a coveted business events destination, leveraging this platform to showcase Africa’s compelling narrative to the world.

source: Travel and Tour World