South Africa was presented to over 15 000 participants and 5 000 buyers during IMEX America at Mandalay Bay in Las Vegas from October 8-10. Sharing a stand with the South African National Convention Bureau (SANCB) under the South African pavilion, 15 SMMEs and 21 exhibitors represented the country at the event.

IMEX America is the largest trade show for the global meetings, events and incentive travel industry.

The opportunity helped reinforce South Africa's reputation as a premier destination for meetings, incentives, conferences and exhibitions (MICE), according to Bjorn Hufkie, General Manager: MICE Sales for South African Tourism.

Trade exhibitions like IMEX America are crucial for the growth and success of these businesses as they allow them to connect with global decision-makers in the MICE sector and demonstrate their unique offerings on a global scale, he said.

“These businesses not only gained exposure to key global business event decision-makers but also had the opportunity to generate valuable leads that could translate into future bidding opportunities.”

By tapping into SANCB’s Bid Support Programme, leads can be nurtured and ultimately converted into secured business for South Africa, enhancing the country’s competitiveness in the global MICE industry, Hufkie pointed out.

The participating SMMEs were selected and supported through the Department of Tourism’s Tourism Incentive Programme (TIP) designed to empower tourism businesses, particularly SMMEs, through market access platforms.

TIP offers SMMEs opportunities to access international markets through trade exhibitions.

Reflections from industry

Bestina Rakgoale from Besty Travel, a Limpopo-based DMC, attended IMEX America for the first time. She said: “IMEX has been a fantastic platform for showcasing our travel packages. Our collective presence as stand sharers under the South African pavilion highlighted a wide variety of business and leisure offerings. This combination truly showcases the best of South Africa and it’s been a wonderful opportunity to market our country collectively.”

Netto Maluka from Mbombela Experience Tours & Safaris, a tour operator based in Mpumalanga, was pleased with the outcome of her attendance: "The meetings I had were high-quality and showed a positive impact. We've established commercial partnerships with buyers who have real purchasing power.

“Beyond meeting and interacting with tourism professionals, the selection of fellow exhibitors was also outstanding. The South African pavilion was inviting and encouraged buyers to engage for even longer.”

Jabu Matsilele from Buja Tours, a DMC based in Gauteng, also shared his experience: “I had an amazing time at IMEX America, positioning South Africa as a welcoming, responsible tourism destination. It was a great opportunity to highlight the unique experiences that align with the needs of intrepid travellers."

‘Opens doors to new markets’

Hufkie said the success of the South African pavilion at IMEX America highlights the value and economic benefits of participating in global trade shows.

“Participation in international platforms not only facilitates networking and collaborations but also opens doors to new markets and business ventures for South African tourism stakeholders.”

Therefore, he believes, participating in international business expos and trade shows is absolutely crucial for companies aiming to expand their horizons and make a mark on the global stage.

“Our investment in creating market access opportunities at global tradeshows offers businesses a fantastic opportunity to showcase their products and services to a worldwide audience, generating leads, driving sales, enhancing brand visibility and opening doors to new markets and potential partnerships. They also provide invaluable insights into the competition and allow companies to elevate their brand visibility.”

Moreover, these gatherings serve as a hub offering a deep understanding of diverse cultural markets.

Hufkie emphasised the positive response from buyers: “Our exhibitors had an exceptional experience, engaging with buyers from across the globe including our key source markets. This level of interest is a strong indicator of the positive impact the outputs of these engagements will have on our business events industry, GDP and the overall economy.”