Meetings Africa 2022 took place at the Sandton Convention Centre this week and Indaba will return this year, with both shows planned to be physical events, with some virtual sections.

And while Founder of The MICE Academy, Helen Brewer,is upbeat about the growth of the business travel sector, she would like to see some emphasis on marketing SA’s MICE offering.

“As far as the major users are concerned, in a number of annual events, that is the corporate sector, The MICE Academy continues to see a slow yet steady trend to being cautious as far as in-person undertakings are concerned. It is recommended that South African Tourism’s 90 second advertisement, which was flighted at Meetings Africa, has at least one visual of a meeting in progress, as the tourism slant neglects the MICE industry for which Meetings Africa is named.”