Meetings Africa got off to a flying start today with Business Opportunities Networking Day (BONDay), bringing together meetings, incentives, conferences and exhibitions (MICE) industry leaders and entrepreneurs to discuss ideas around reviving the sector and rebuilding relationships after a two-year hiatus.
The theme “Shared Minds, Shared Economies” is a call to all industry stakeholders in Africa to open its borders to each other so as to allow free cross-pollination of goods, people and ideas.
The 16th edition of Meetings Africa, a South African National Conventions Bureau (SANCB) flagship trade show, was held at the Sandton Convention Centre in Johannesburg on Monday, 28th February. It continues in Advancing Africa Together through collaborative growth.
A new addition to BONDay was the Africa Business Tourism & MICE Masterclass, which were a series of educational talks concerning business events industry matters addressed to youth, small, medium and micro enterprises (SMMEs) and MICE practitioners. Industry leaders shared powerful insights on how to remain flexible in tough times and collectively grow the intra-Africa MICE industry.
Deputy Minister of Tourism, Fish Mahlalela, said collaboration is going to be key to uplifting and ensuring a viable future for the MICE sector. “Your presence shows you want to restore the tourism sector. BONDay as a platform is where serendipitous encounters may take place, where you may just find your ideal partner in business growth.”
He addressed government’s obligation to support tourism entrepreneurs. “We have implemented a number of programmes that look to provide SMMEs with an enabling environment in which to do business.”
These programmes include the Tourism Transformation Fund, Enterprise Development Support Programme, Enterprise Development and Transformation Programme and Enterprise Development Directorate. “All of these incentives are with the intention to recover the tourism industry. We recognise that SMMEs such as you bring agility and fresh ideas to the game. It is in this space that we will see transformation occurring,” said Mahlalela.
Covid-19 has had a devastating effect on the business events industry. According to business advisory firm, BDO, the global MICE sector was worth $916-billion (R14.1-trillion) in 2019. By the end of 2021, it had dropped to $500-billion (R7.7-trillion).
Before the advent of Covid-19, the major drivers of the global MICE trade were, among many factors, exponential economic growth, global trade, the rise in per capita disposable income, continuous scientific and technological innovations, and an increase in global tourism. Currently, science and technology innovations remain the only drivers.
The case against virtual meetings
Speaking at the MICE Masterclass, Amanda Kotze-Nhlapo, the SANCB’s Chief Conventions Bureau Officer, said hybrid events should come to an end since the world is managing Covid-19 effectively. Hybrid events – which combine physical and virtual gatherings – are known to effectively double the cost for hosts. “I do not believe that we should continue to add virtual to our meetings. We are at the point of recovery where we can have it as an added value.”
Kotze-Nhlapo advocates a “local first recovery” whereby national programmes look to rebuild their MICE industries from within before doing so on a continental or global level. The SANCB’s National Association Project, is one such initiative that is driving the provincial spread of business events. Already it has hosted events in Phokeng in North West, Upington in Northern Cape and Gariep Dam in Free State.
Bidding towns need to meet a set of criteria that is linked to the international bidding process. “We are trying to get them to host international meetings that fit their town. If the town can meet the criteria, [the SANCB] will support you.” said Kotze-Nhlapo.
The SANCB has bid for 66 international business events for the period 2022 to 2027. It has won 20 so far, which are expected to generate up to R269-million.
Kotze-Nhlapo said this success comes from managing expectations and narratives around Covid-19 safety protocols. “Travellers are asking whether or not Africa is a safe destination. Personal safety is what it is all about. So we have to manage those expectations.”
An African single-market beneficial
Desire Loumou, the African Continental Free-Trade Agreement (AfCFTA) Trade-in-Services Officer who also spoke at the Masterclass, said a continental single market will defragment the common market and encourage co-operation and harmony among traders and countries. “It will benefit SMMEs as it allows freedom of movement of people and goods as well as provide market access.”
Africa is made up of 55 states with more than 1.3-billion people. This presents boundless economic opportunities. However, Loumou said that to tap into this potential, the Visa restrictions between countries need to be addressed. “Most countries still require Visas to enter and depart. The AfCFTA is addressing this. We have already developed the African Union passport that can allow Visa-free travel for Africans across the continent.”
African heritage must be protected
BONDay ended with an inspiring account of traveller and author Boipelo Tladinyane Hlubi’s solo backpacking excursion to 54 African countries. It was a dream for which she quit her computer systems engineering job of seven years in 2018.
An ethereal feat for any woman from Africa, she hoped her address would inspire others to explore the continent. “Our heritage needs to be protected. It is in the interest of understanding ourselves as Africans. We need to start having conversations with fellow African nationals in our vicinity.”
She used public transport throughout her travels, which gave her to chance to spend time with passengers and befriend locals – even going so far as to stay in their homes. These interactions helped her forge “special human connections” with fellow Africans. “Travelling through Africa is something that can help us tackle xenophobia. This understanding will lead to respectful trade between each another.”
The only African country she has not yet visited is Libya, which she says is still on the cards.
-Ends-