By Simon Nare
Tourism Minister Patricia de Lille has appealed to delegates at the Meetings Africa to use the two-day event to unlock the full potential of the continent’s events industry and pull together to advance Africa as an events’ destination.
Addressing the gathering, which kicked off at the Sandton Convention Centre in Johannesburg on Tuesday, De Lille implored delegates from the continent to unite, saying the 19th edition of the meeting was a testament to the strength and resilience of the African tourism and business events industry.
The minister said Africa was home to the world’s youngest and fastest growing workforce, with its economies among the most dynamic.
“From vibrant cities to state-of-the-art, quality-assured conference venues and facilities beaming with service excellence, Africa is proving that we are a powerhouse for global gatherings, innovation and opportunity.
“We have the infrastructure, the hospitality and, most importantly, the energy to convene the world’s brightest minds,” she said.
The gathering was a powerful platform to exchange ideas, network and establish connections while luring international buyers on the trade floor, which boasted 410 exhibitors from 27 African countries, the minister said.
Making their debut this year are exhibitors from Chad, Guinea, Morocco and Madagascar
“We welcome you all. Your presence here adds to the rich tapestry of African experiences and business events products that contribute to reinforce Africa’s role as a premier hub for MICE (Meetings, Incentives, Conferences and Exhibitions) events.
“An extra-special welcome also goes out to the 85 first-time exhibitors who are joining us this year,’ she said.
She reminded the exhibitors that the event was a powerful economic growth enabler as it provided the sector with opportunities to connect with partners and buyers from all over Africa and the world.
Last year, the event injected an estimated R420 million into South Africa’s economy, of which R215 million was pumped into Johannesburg’s economy.
De Lille said with participants from 27 African countries and buyers from 63 international markets, Meetings Africa 2025 was a powerful platform to amplify Africa’s business travel and tourism capabilities.
The minister further reminded exhibitors that the industry was projected to grow significantly in the coming years, and the connections they would make, and the business deals they would sign, would be great for Africa’s economies and generating income.
“To the exhibitors and buyers on the trade floor this year, I encourage you to remember that collaboration is key. Make the most of every interaction, every opportunity and every conversation – you never know when or where deals can be struck.
“To our international buyers, you’re in the right place. In the coming few days, you’ll have the opportunity to engage with the finest business events, products and services that Africa has to offer. We know you’ll find what you’re looking for,” she said.
De Lille said that by working together at the gathering and beyond, African exhibitors could drive lucrative investments, create jobs and ensure the continent claimed its fair share of the global business events market.
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