Audrey D’Angelo
Africa was at the forefront of global growth and this would help South Africa to attract more international conferences, which were more profitable than ordinary tourism, Tourism Minister Marthinus van Schalkwyk told the annual meeting of the Southern African Association for the Conference Industry this week.
He said the meetings and events industry worldwide mirrored the state of the world economy. Following the economic downturn, the road to recovery in the business events market was volatile.
“However, we seem to have turned the corner. According to analysts of the European Incentive and Business Travel and Meetings Exhibition buyers are successfully adapting to the new normal,” he said.
“Even in world regions characterised by low or no economic growth, we can still look forward to another period of moderate expansion in meetings, events and business travel. That applies equally to volume and spends in 2013. Most indicators point to at least a modest increase in demand and prices in 2013, while in countries with fast-expanding economies such as ours, much greater growth can be expected.
“Africa is at the forefront of global growth. According to an International Monetary Fund forecast, seven of the fastest growing economies are African. Africa has the world’s fastest-growing population and also the fastest-growing middle class. Consumer spend in Africa is also expected to skyrocket from $680 billion (R6.65 trillion) in 2008 to $2.2 trillion by 2030.
“Professional organisations are attracted to destinations that will bring them new members. There is not a business or sector that can afford to miss out on the African opportunity.
“And we want the world to be part of it – to share in and profit from our growth. That is why we are inviting the world to bring their events to South Africa, the biggest economy in Africa and a gateway to the continent.
“We have come a long way. The success of the South African business events industry is reflected in the fact that the International Congress and Convention Association (ICCA) has ranked South Africa as 37th on its list of the world’s top business events destinations and 15th on its list of long-haul destinations while we have come out tops as the number one business destination in Africa. The 97 business association meetings that South Africa hosted last year amount to a third of all meetings hosted on the entire continent.”
But, the minister said, “although we are the undisputed leader in business events on the African continent we have to work hard to attract and host more regional association conferences. Africa as a whole still has a long way to go when it comes to attracting international association meetings.
“Africa hosted just 2.7 percent of the 11 000 international meetings held globally in 2012. It is only through hosting conferences that can rotate on the African continent that we can become more competitive in the ICCA ranking. African association meetings are therefore a big focus of my department, the broader industry and the National Convention Bureau this year,” he said.
“When one part of the continent wins, we all win. Collaboration and competition spur growth, build capacity and boost global competitiveness. For most association meeting and conference organisers Africa is not the tried and tested option yet. To get to that point we have to actively support the industry.
“Our new business events tourism campaign, ‘Rise With Us’, is about shifting to a higher gear. Through the campaign we are asking the world to rise with us because South Africa offers value for money, is economically and politically stable, has a proven track record and is a safe and secure destination.”