The South African National Convention Bureau (SANCB) is gearing up for a major presence at IMEX America 2024 in Las Vegas from October 8 to 10 – one of the world’s leading trade shows for the business events industry. SANCB will take 21 exhibitors and 15 small, medium and micro enterprises (SMMEs) to IMEX America this year.

“South Africa continues to be a global leader in business tourism. SANCB will leverage IMEX to secure future international events, promote SMMEs and highlight the country’s unique offerings in business innovation and infrastructure,” said Bjorn Hufkie, SANCB’s General Manager: Business Event Sales.

Key goals for IMEX America 2024

SANCB’s participation at IMEX America 2024 is part of a broader strategy to align the country’s business tourism efforts with South Africa’s national tourism goals. By investing in platforms like IMEX America, SANCB provides subsidised access to global markets for the South African business events industry.

The key objectives for SANCB at IMEX America include:

• Sourcing high-quality business event leads for hosting in South Africa.
• Creating market access platforms for SMMEs to connect with global buyers and other stakeholders.
• Establishing a sales and marketing platform for South Africa’s business events industry.
• Engaging with highly targeted international hosted buyers through pre-scheduled, face-to-face meetings.
• Achieving fast market penetration and raising brand awareness for South Africa’s business events sector.
• Positioning South Africa’s business events brand as a competitive player in the global market.
• Sourcing hosted buyers for Meetings Africa, South Africa’s premier business events trade show.
• Gathering market intelligence to stay ahead of industry trends and needs.

These goals directly support South Africa’s broader tourism strategy, which emphasises attracting high-value international events that stimulate economic growth and create opportunities for local businesses.

Differentiating South Africa’s business tourism offerings

To stand out on the global stage, SANCB plans to use IMEX America 2024 to highlight South Africa’s exceptional people, places and culture of innovation. SANCB’s B2B global and domestic campaigns aim to promote individuals who are driving change in various sectors, positioning South Africa as a thought leader in business and innovation.

Some of the ways SANCB will differentiate South Africa at IMEX America include:

• Exceptional people and thought leaders: South Africa is home to world-class academics and industry leaders who are making significant contributions in their fields globally. These individuals support South Africa’s reputation as a prime destination for international events.
• Exceptional places and infrastructure: South Africa boasts unique landscapes and state-of-the-art venues capable of hosting world-class events. From iconic cities like Cape Town and Johannesburg to regional hubs like Stellenbosch and Gqeberha, the country offers a diverse range of settings for business tourism to be showcased by SANCB.
• Exceptional innovation and expertise: SANCB will also showcase South Africa’s culture of innovation and expertise in various industries. This includes contributions to the global knowledge economy and its forward-thinking approach to business solutions.

“By focusing on these unique strengths, SANCB will position South Africa as more than just a business events destination – it’s a place where the global business community can learn, grow and collaborate,” said Hufkie.