SA showcases business events capability at IMEX Frankfurt

SA showcases business events capability at IMEX Frankfurt

South Africa’s business events industry makers are currently showcasing their products at IMEX Frankfurt in Germany, which is the largest trade shows in Europe which is a three-day event starting today.

Team South Africa joins other African countries such as Rwanda, Kenya and Uganda at IMEX Frankfurt to show off that Africa is the best continent to host business events. This event follows the Africa’s Travel Indaba which was recently held in Durban where the continent’s tourism sector also cemented its message and position of a united African tourism sector serious about recovery and growth.

South African Tourism is leading a group of exhibitors, made up of South African business owners and officials to IMEX Frankfurt in Germany where they will, over the next few days, showcase the country’s Meetings Incentives Conference and Exhibitions (MICE) products. IMEX Frankfurt brings together global event planners and no less than 1000 buyers with significant buying power.

Acting Chief Convention Bureau Officer, at the South Africa National Convention Bureau (SANCB), a business unit of South African Tourism, Zinhle Nzama said that attending trade shows such as IMEX Frankfurt is aimed at a bold and unambiguous goal of getting even more business events hosted in South Africa.

“The aim is to set out a clear message that South Africa is an attractive country capable and ready to welcome and host big and small events, as the main mission is to secure even more events in the near future.”

 “Through the variety of products that we take to IMEX Frankfurt, we show that our country has all the infrastructure and amazing beauty to host unique events that surpass expectations. Here at IMEX Frankfurt, we also collaborate with the rest of the African continent in driving the message of an attractive and capable continent.” said Nzama.

Nzama further said that South Africa’ strategy which focuses on attracting business events, was aligned with the national government’s key priority areas and that a big part of their secured events for the next few years covered sectors such as Medical Sciences, Life Sciences, Agriculture, Creative industries and Manufacturing.

“We are committed to driving this even more so that we can continue to meaningfully contribute to the Tourism Sector Recovery Plan. By actively going out and securing these sector-aligned business events at trade shows such as IMEX Frankfurt, the South African business events sector contributes to the country’s economic development.” Nzama said.

To ensure that South African Tourism advances the objectives of the Tourism Sector Recovery Plan (TSRP), the South Africa National Convention Bureau (SANCB), Nzama said that government had been hard at work partnering with various cities and provinces to secure big events to be hosted in South Africa.

“Already, various established international and regional meetings, incentives, conferences, and exhibitions are making a welcomed return with about 87 conferences secured to take place between 2023 and 2027 and contributing more than R2 billion to the South African economy,” she said.

“These secured conferences are trade and knowledge-sharing platforms where economic development for these sectors takes place. These kinds of events help us to meet and connect with different partners and event organisers as well as association representatives who are looking for the next place or destination to host their business events.”

South Africa has regained its position as a top business events destination in Africa and ranks 42nd globally in the International Congress and Convention Association’s 2022 ranking, which was released in 2023. ICCA stands for International Congress and Convention Association and is a global organization that represents the international meetings, conferences, and events industry.