The impact of Meetings Africa over the past 18 years has been “profound” and the 19th annual event is expected to pay even higher dividends.
So said Minister of Tourism Patricia de Lille in her keynote address during the official launch of Meetings Africa 2025 at the Johannesburg Stock Exchange today (January 28).
Meetings Africa 2025 is scheduled for February 24-26 at the Sandton Convention Centre.
According to an economic impact assessment commissioned by South African Tourism, total direct expenditure in South Africa generated by last year’s Meetings Africa is an estimated R145 million – 13% up from R128 million in 2023.
“We should aim for a 20% increase, or more, this year,” said De Lille.
She pointed out that the objective of shows like Meetings Africa is to ensure Africa gets its fair share of the business events market.
“In the same spirit, Meetings Africa 2025 will highlight the economic benefits of the MICE industry – positioning the event as a driver of investment, innovation and job creation throughout Africa.”
MICE facts and figures
According to Allied Market Research, the global meetings, incentives, conferences and exhibitions (MICE) industry is valued at approximately US$523.3 billion and is projected to grow to over US$1 trillion over the next five years.
The South African MICE industry was valued at US$6.6 billion in 2023, De Lille highlighted, noting that it is projected to grow “significantly” over the next five years.
She said the South African National Convention Bureau has invested R14.6 million (€748 220) in 81 business event bid submissions with an estimated economic impact of over R975 million (€49 million), which could potentially attract over 37 900 international and regional delegates to South Africa between 2024 and 2029.
Secured conferences in Johannesburg, Tshwane, Ekurhuleni, Cape Town, Port Alfred, Gqeberha, Magaliesburg, Sun City, Richards Bay, Polokwane, Muldersdrift and Stellenbosch will also contribute to the regional spread of business events.
Stronger African connection
“In addition to economic returns, the MICE sector creates opportunities for knowledge exchange, innovation and stronger intra-African collaboration,” noted De Lille.
She pointed out that the 2024 International Development Association for Africa Heads of State Summit in Kenya brought together many esteemed leaders to unveil an ambitious shared transformation agenda.
Another example is the Africa Impact Summit in Ghana this year. It promises stimulating dialogue around responsible investing in Africa.
“These moments of connection are priceless with longstanding benefits for every African nation,” highlighted De Lille.
Tourism Business Company Chief Executive Officer Rick Taylor agrees there is “massive untapped potential” for Africa in the MICE space, noting that, while almost every African country has a tourism board, only a handful have established convention bureaus.
“However, governments in Africa are beginning to grasp the potential of investing in convention bureaus, which will allow them to tap into the MICE market,” he said.
Easing access
De Lille acknowledged two major barriers to successfully hosting business events and MICE growth: air access and visa inefficiencies. However, she noted, Cabinet, on December 4 last year, approved the national Air Route Development Marketing Strategy she proposed.
The strategy will be implemented by the Department of Tourism together with the private sector.
De Lille said Minister of Home Affairs Leon Schreiber has made great strides with visa reforms, including digitising visa applications.
“By streamlining travel processes and investing in infrastructure and strategic marketing, South Africa aims to unlock tourism’s transformative potential for economic growth and job creation.”
