The 17th annual Meetings Africa 2023 – held at the Sandton Convention Centre in Johannesburg last week – saw a total of 7 000 meetings held over the three-day event which concluded on Wednesday, March 1.
According to Acting Chief Convention Bureau Officer at the South African National Convention Bureau (SANCB) Zinhle Nzama, the number of confirmed meetings is edging closer to pre-pandemic levels – with 4 000 more meetings held this year compared with last year.
“The trade show is all about buyers meeting suppliers (product and business owners), resulting in real business opportunities and sales, some of which materialise years later.”
She said the business exchanges and connections made at Meetings Africa 2023 were expected to have a long-term impact, leading to policy changes, new partnerships, and increased business opportunities to benefit Africa’s Meetings, Incentives, Conferences, and Exhibitions (MICE) industry for years to come.
Hosted buyer, Raymon Honings, MD of Travelmediate Global from the Netherlands, was impressed by the diversity of exhibitors. Honings noted that the quality of meetings was higher than in the past, adding that he had access to an entire portfolio of potential suppliers showcasing what the African MICE industry could offer.
Exhibitors weigh in
“It’s amazing to see the vibe and the energy at Meetings Africa 2023. It is clear both buyers and sellers are excited to do business. It’s a great indication of the growth and recovery we see for the sector,” said Alan Campbell, Sales and Marketing Director at ANEW Hotels & Resorts.
Nhlanhla Khumalo, Acting Chief Executive Tourism KwaZulu-Natal, pointed out:
“Meetings Africa is a platform to forge partnerships by meeting face-to-face with the most influential buyers in the world and, as TKZN and the KZN Convention Bureau, we made the most of this opportunity to promote KwaZulu Natal as a preferred business events destination.”
Sandra Kneubuhler, Country Director of Sales & District Director for Radisson Hotel Group South Africa, shared at Meetings Africa: “We have witnessed a number of trends and observations when it comes to business travel in South Africa and across the continent as a whole, which is why we have representatives from approximately 26 of the group’s hotels joining us at this event.
“This marks our largest stand at the show, which is reflective of its very large African footprint as well as the value and importance of the continent to the group.
“For example, there’s a return to pre-COVID trends such as the return of international business travellers in large quantities, with increased enquiries and confirmations from all our key international markets, including the USA, UK, Germany and more recently Australia. Within these groups, we have also seen the return of the classic incentive group as companies seek to retain their top-performing team members.”
Anthony Ukachukwu, founder of Aviators Africa Kenya, said Meetings Africa was one of the best platforms on the continent to promote business travel and showcase the company’s events offering as well as its NGO, Work for Love Africa.
Cluster Director of Sales for Fairmont in Kenya, Elizabeth Kamuyu, agreed noting that she had had several productive meetings with quality buyers. “I appreciate the stringent vetting process for hosted buyer so we only get those truly interested in the products and destinations.”
