Attracting Business Tourism into South Africa

Nomasonto Ndlovu

Oct.24, 2011

Africa as a continent currently captures a small proportion of the international meetings held each year

60% 59% 60% 60% 59%

17% 16% 15% 16% 14%

11% 12% 11% 11%11%

5% 6% 6% 6%7%

4% 4% 5% 4% 6%3% 3% 3% 3% 3%

0%

20%

40%

60%

80%

100%

1996 1997 1998 1999 2000

Africa

Oceana

Latin America

North America

Asia

Europe

Market Share Per Continent by Number of International Conferences (1996–2000)

Note: ICCA definitions and rankings appliedSource: International Congress and Convention Association (ICCA)

Africa’s market share has remained fairly stable

Africa as a continent currently captures a small proportion of the international conferences held each year

56% 57% 57% 56% 56% 55% 55% 54% 54% 54%

16% 16% 14% 17% 17% 18% 18% 18% 18% 19%

13% 15% 14% 13% 13% 12% 12% 12% 12% 11%

8% 7% 8% 8% 9% 9% 9% 9% 10% 10%

4% 3% 3% 3% 3% 3% 3% 3% 2% 3%3% 3% 3% 3% 3% 3% 3% 4% 4% 3%

0%

20%

40%

60%

80%

100%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Africa

Oceana

Latin America

North America

Asia

Europe

Market Share Per Continent by Number of International Conferences (2001 – 2010)

Note: ICCA definitions and rankings appliedSource: International Congress and Convention Association (ICCA)

Africa’s market share has remained fairly stable

4 Copyright © 2007 South African Tourism— Not for publication without permissionTourism Growth Strategy 2008-2010 (third edition v1)

However… The total number of meetings held in Africa has increased from 1998 to 2010 from 124 meetings to 283. The total number of meetings in SA reached its highest level at 102 meetings in 2009.

4921995

1737

913 271 283

Europe

North America

Asia & Middle East

Latin America

Australia

Africa

64 68 86 80 90 75100 102 86

0

50

100

150

200

250

300

350

400

2002 2003 2004 2005 2006 2007 2008 2009 2010

South Africa

Africa

40% 44% 49% 41% 48% 43% 43%SA’s % of Africa Market

In 2010, SA has 43% of the total Africa market. South Africa’s country ranking: 36 in 2010

Source: The International Associations Meetings Market 1998 - 2010

Africa / South Africa

# of m

eetin

gs pe

r

conti

nent

Marketing Business tourism into Africa

through

MEETINGS AFRICA SANDTON, JOHANNESBURG28 February – 1 March 2012

www.meetingsafrica.co.za

5

WHAT IS MEETINGS AFRICA? Meetings Africa is the business tourism marketing

platform which aims to expose local and international buyers to the range of services and products in Africa’s

MICE (Meetings, Incentives, Conference, Exhibitions) industry

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• Meetings Africa – launched in 2003

• SAT acquired Meetings Africa the end of 2007, in order to accelerate growth of Business Tourism in SA.

• Its primary objective is to promote South Africa and the rest of Africa as a premier business tourism destination to the inbound market.

• It targets Local corporates & meeting organisers, International Meeting Buyers - (Associations, IGO’s, corporate and Incentive houses)

• It allows the visitor to gain maximum value on how they can be assisted by the meetings industry to plan, execute and deliver exceptional and unique meetings, conferences and events

• Meetings Africa has an international hosted buyers programme, where over 100 meetings buyers are invited and fully hosted to attend Meetings Africa.

• Offers various networking opportunities via various events and educational seminars – open to exhibitors and buyers

• It’s Association day will be going into it’s 3rd year in 2012 and will run for 2 days

• Runs over 3 days, 28 Feb – 01 March 2012, at Sandton Convention Centre

Meetings Africa as a lever to grow Business Tourism into the region

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• Do Businesso Use our targeted matchmaking

programme for pre-scheduled appointments

o Meet local corporate executiveso Gain exposure with international

buyers

• Network with Industry Colleagueso Enjoy the extensive programme of

official eventso Participate in the Meetings Africa

Lifestyle Weekend

• Learn more about the Industryo Attend seminars in the Presentation

Theatre with industry experts and motivational speakers

o Book a time slot with the Business Tourism Panel of Experts

WHY MEETINGS AFRICA 2012?

2011 ATTENDANCE

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Hosted Buyers Country of OriginAustralia NetherlandsBelgium New ZealandBrazil NigeriaCanada SpainChina SwedenFrance SwitzerlandGermany TurkeyIndia United

KingdomItaly United StatesKenya

Attendees

Travel Trade Professionals

2398

Media including Hosted Media

142

Exhibiting Companies

212

Hosted Buyers 123Association Day Delegates

52

WHO EXHIBITS? • National and provincial tourism authorities• Convention and visitor bureaus• Conference and exhibition centres• Hotels and accommodation providers• Golf Resorts• Destination management companies• Event management specialists• Transportation companies• Luxury trains• Cruise lines• Health & Wellness Spa resorts• Trade associations• Travel trade publications

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WHO YOU CAN MEET? •Local and International meeting and event planners•Association buyers who organise international conventions•Local corporate executives who book business travel•In-house event co-ordinators•Travel agencies specialising in incentive,business and conference travel•Incentive houses•Conference organisers•Sales and promotion agencies•Marketing companies•PR and advertising agencies

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EVENTS AT MEETINGS AFRICA

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EVENT DESCRIPTION DATESLifestyle Golf & Safari Weekend

Annual event for hosted buyers, corporates and exhibitors 24 – 26 February 2012

Corporate Breakfast Networking function emphasising value of local corporate market, inviting executives, marketing managers, event coordinators and personal assistants.

28 February 2012

Association Lekgotla (Workshop)

Dedicated workshop for association executives to learn more about association management and bidding for international meetings

28 – 29 February 2012

Educational Serminars Educational industry workshops by SAACI 28 Feb – 1 March 2012

Official Networking Function

Open to all exhibitors and delegates 29 February 2012

Student/Youth Leadership Programme

Strategic programme to identify learners targeting Business Tourism careers

1 March 2012

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Online applications now open:www.meetingsafrica.co.za

Slide no. 15 © South African Tourism 2010Slide no. 15 © South African Tourism 2010

Thank you

Nomasonto NdlovuGlobal Manager: Business Tourism

nomasonto@southafrica.net