By Zinhle Nzama
South Africa understands that the tourism sector is a vital cog in its economic wheel, and it’s leaving no stone unturned to ramp up its tourist numbers. By hosting mega-events like the recently concluded Meetings Africa and the upcoming Africa’s Travel Indaba, South Africa is proving to the world that it’s a force to be reckoned with when it comes to business events. These events are just the tip of the iceberg, as South Africa is set to unveil a slew of initiatives that will showcase its business acumen.
We impact revenues. For instance, hosting the 2019 Africa’s Travel Indaba in Durban was a game-changer, providing numerous spin-offs for the country. The event attracted over 7,000 delegates, including international travel buyers and media, showcasing the region’s unique tourism offerings. It contributed to economic growth through increased accommodation, dining, and transportation spending. We estimated that the event generated over R89 million in revenue, with an estimated R44 million spent in Durban alone.
We impact the knowledge economy. Mega events hosted in South Africa have significantly impacted the country’s position in the world’s knowledge economy. Events such as the World Economic Forum, the United Nations Climate Change Conference, and the BRICS Summit have attracted global attention and positioned South Africa as a capable host for large-scale events. The exposure to international delegates and media has created opportunities for knowledge exchange and collaboration, leading to skills development, mentorship, and partnerships.
The success of these events highlights South Africa’s capabilities in hosting world-class events and showcases its potential as a leading destination for business events and leisure travel. These events have not only generated income for local businesses but have also stimulated growth in various sectors of the economy, from tourism to infrastructure development. With a commitment to drive growth in the tourism sector and establish a knowledge economy, South Africa’s future looks bright.
We have already firmly established ourselves as a top destination for business events, and the numbers don’t lie. The country has secured an impressive 34 bids for the 2022/23 financial year, which are set to contribute a staggering R288m to the economy between 2022 and 2025. These bids will attract over 13,000 delegates worldwide, highlighting the country’s appeal to organisers looking to host events that combine business with pleasure.
The South African National Convention Bureau (SANCB) has played a pivotal role in securing these bids, investing R17.3m in its Bid Support Programme to attract business events linked with the National Government’s development priorities. The bureau’s efforts have paid off, and the secured conferences will contribute to the regional spread of business events, with Johannesburg, Tshwane, Hammanskraal, Cape Town, Bloemfontein, Durban, Mokgopong, Muldersdrift, and Pietermaritzburg all set to host events.
The upcoming Africa’s Travel Indaba is an iconic African leisure trade show to create market access for a vast array of African leisure tourism products. The event boasts an impressive line-up of speakers who will discuss topical issues affecting the industry. Attendees can expect to gain valuable insights and ideas from the event, making it a treasure trove of knowledge. It’s a must-attend event for anyone interested in the travel sector and its impact on the knowledge economy.
The trade show provides the ideal platform for African tourism exhibitors to showcase their offerings to international and local buyers, destination marketing companies and leisure tourism services partners. The event has a laser focus on building a knowledge economy, providing attendees with a unique opportunity to network with like-minded individuals, gain insights into best practices, explore ways to contribute to the industry’s growth and possibly sign up clients. Whether you’re a seasoned professional or just starting in the field, Africa’s Travel Indaba is the perfect platform to be part of the conversation driving the growth of the travel sector and related industries.
From keynote speakers to panel discussions and workshops, the event promises to be an exciting and informative experience for all who attend. This is an opportunity not to be missed, as attendees will have access to a wealth of knowledge and resources to help shape the industry’s future. So mark your calendars and get ready to be part of this incredible event that is sure to drive growth and innovation in the travel and tourism sector.
We are now looking to bolster the country’s image as a capable business events destination through various initiatives, including attending the Arabian Travel Market (ATM) and IMEX Frankfurt this year alone. The ATM is the market-leading international travel and tourism event unlocking business potential within the Middle East for inbound and outbound tourism professionals. Whereas IMEX is an exciting event that brings together the global business events community for four days each year. Over 3,000 meeting planners get to meet with more than 2,500 suppliers from all around the world. These events will provide a platform to showcase South Africa’s capabilities in hosting mega events and attract potential business visitors worldwide. It’s an opportunity to make vital business connections that lead to actual ROI.
Furthermore, we build a country and impact its economic growth. South Africa’s travel and tourism sector is a vital contributor to the country’s economy, providing over a million jobs in 2021 alone. While the sector saw a modest increase of 1.9 per cent from the previous year, the pandemic’s impact is still felt in the decline of its contribution to the country’s GDP. In 2021, tourism accounted for only 3.2 per cent of South Africa’s GDP, a significant drop from its 6.4 per cent contribution in 2019. Despite the challenges faced by the industry, the country is determined to revitalise its tourism sector.
We have already set plans in motion to increase visitor numbers and invest in infrastructure to stimulate growth. South Africa has set ambitious goals to become a premier business and leisure travel destination. By hosting mega-events and prioritising tourism, the country aims to attract 21 million visitors and contribute 10 per cent to the GDP by 2030. The country’s diverse attractions and offerings will undoubtedly cement its position as a must-visit destination, promising unforgettable experiences for visitors worldwide.
Nzama is the Acting Chief Convention Bureau Officer at South African Tourism.
Website by daniellehitchcock.me