Africa is fast gaining popularity as a meetings destination, according to a report released this week by American Express Meetings & Events.

While Southern Africa in particular has long been a popular destination for incentive travel and conferences, the report found there was increasing interest in the destination for meetings. “While total meetings activity in Africa is low compared with North America and Europe, approximately 40% of survey respondents do report at least some meetings activity in Africa. Africa is the destination for just over 9% of the meetings held by the survey respondents,” reads the report.

“Of the meetings held in Africa, the majority are held either in Southern Africa or North Africa. When asked about destinations for their meetings over the next two years, respondents indicated that destinations would remain consistent in the coming years. However, 52% of those surveyed also indicated that interest in Africa as a destination for meetings and events was increasing, while only 20% indicated decreasing interest.”