South Africa’s Minister for Tourism, Patricia De Lille, has said that the anticipated Meetings Africa 2024 trade show is a Pan-African show that offers the perfect platform to tell the story of Africa, so as to promote the continent as a premier destination for business tourism and events.
The minister, who made this statement during the media launch of Meetings Africa which was held on Thursday at the Radisson Blu Hotel in Sandton, Johannesburg, also said that the show will bring a boost into Africa’s business events sector, as well as boosting South Africa’s economy.
This year’s expo is anticipated to include no fewer than 19 African nations as exhibitors want to present their diverse goods and destinations to the large number of foreign consumers who have come from 52 countries.
De Lille emphasized the role of Meetings Africa in promoting the African continent, saying, “Meetings Africa offers a perfect platform to tell the African story. This is an essential platform for us as Africans to collaborate and present the continent’s compelling narrative to global buyers and audiences. Themed, ‘Africa’s success built on quality connections’, the event serves as a rallying call for us to champion the African continent as a coveted destination for business events. We must leverage this platform to narrate our compelling story as Africans.”
De Lille then said that she is confident that 2024’s edition of the South African Tourism Ministry’s trade show, which attracts thousands of attendees, exhibitors, buyers, and key global business events-sector decision makers, that this year’s show, will bring about more value to the attendees and the global events sector, as well as propel the tourism industry in South Africa forward.
Last year’s edition of Meetings Africa contributed a staggering R388,5 million to the South African economy, creating and sustaining 753 jobs while also generating significant business deals worth millions of rands for exhibitors.
De Lille then said that this year’s edition, which is to be held at the Sandton Convention Centre from the 26th to 28th of February, will bring even more advantages than those of previous years.
De Lille said, “Building from the successes recorded in previous years, Meetings Africa 2024 will no doubt enhance the already upward trajectory of our business events and tourism sector’s performance. At this year’s event, we anticipate the attendance and participation of more than 350 exhibitors, 350 local and international buyers, over 20 international media and more than 3 000 delegates.”
In the closing address of the media launch, the MMC for Economic Development at the City of Johannesburg, Councillor Nomoya Mnisi, said, “The Joburg Tourism Convention Bureau Team is exploring new horizons and forging partnerships that will redefine our presence in global tourism markets. “Our support for local enterprises is unwavering, ensuring that they not only participate but thrive in the dynamic MICE sector. I invite you to be part of this resurgence. Together, let’s not just rebuild; let’s reimagine, reinvent, and reignite the flame of Joburg’s success in the world of business events.”
Ozioma Samuel-Ugwuezi
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