Africa’s tourism sector was on an upward track, with an average growth rate of 5%, when Covid-19 hit, creating upheaval to the world economy and, in particular to the tourism sector. The silver lining in the last 24-36 months has been how partnerships and teamwork have accelerated recovery in the tourist sector.
The importance of tourism, particularly in Africa, cannot be overstated since it provides an extraordinary potential to alter the lives of many people on the continent, vanguardngr.com reported.
One of the fastest-growing segments of the global tourism industry is meetings, incentives, conferences, and exhibitions (MICE) sector. This is an area in Africa that can assist to maintain the continent’s economy. Considering the massive benefits and ROI that it creates, it might be highly beneficial for the tourism business.
The Global Travel & Tourism Council believes that the worldwide travel and tourism business is worth $7 trillion. The worldwide MICE sector is projected to be worth between US$650 billion and US$700 billion, a sizable sum. Africa is expected to have a meagre 2% market share.
The vanguardngr website cites that the startling statistics presented above is only the top of the iceberg, with many further multiplier efforts that are incalculable. The picture provides a compelling case for Africa to include MICE in its tourism, economic, and trade goals.
Meetings Africa, a platform founded by South African Tourism, has been a powerful tool in mobilising the business events industry. In its 17th year, the event has seen the biggest number of African participants, as well as other innovations to create the industry’s new way of doing things. It is refreshing and encouraging for the continent to witness a spike in decision-makers’ recognition of MICE to boost its economy.
305 exhibitors representing 15 African countries have confirmed their participation in the Meetings Africa 2023. They will have the opportunity to interact with thousands of buyers from around the world. The countries represented are Botswana, Eswatini, Ghana, Kenya, Mauritius, Uganda, Nigeria, Tanzania, Seychelles, Rwanda, Zambia, Zimbabwe, Angola, Malawi, and Mozambique.
According to South African Tourism Acting CEO, Themba Khumalo, the increase in the number of African exhibitors is an indication that leaders throughout Africa recognize the business events industry as vital to their economy. “As Africa’s economy shifts towards a technological future characterized by the Fourth Industrial Revolution, more nations are building their business events industries to attract foreign investors and businesses.”
Meetings Africa 2023 will be held at the Sandton Convention Centre from 27 February to 1 March bringing together 350 exhibitors and more than 1,000 buyers to the trading floor.
Meetings Africa 2022 will feature enlightening discussions on all three days, with speakers focused on crafting a good African narrative, the future of meetings, and the issues corporate events face because to a lack of airlift in Africa.
Meetings Africa will once again provide an excellent chance to help the continent’s tourism rebound.
Source: Travel and Tour
