South Africa is capitalizing on a very successful FIFA World Cup, which reminded the world that the country is indeed capable of hosting a large scale, high-profile event, and encouraging growth of business tourism via its annual Meetings Africa conference.
Held February 21-23 at the Sandton Convention Centre, just outside of central Johannesburg, the event brought together 3,353 attendees, including 123 hosted international buyers and 32 international media representatives from core markets around the world. Attendee totals grew from 2,899 at the 2010 event.
New this year were a corporate brunch, which encouraged attendance from local companies, and a golf day at nearby Dainfern Country Club.
In an effort to green this year’s conference, Meetings Africa organizers offered attendees devices called Pokens, which were loaded with the individual’s contact information. When an attendee tapped their Poken against another attendee’s Poken, contact information was exchanged; the Poken could be plugged into a USB drive to download contacts gathered throughout the event.
As part of larger environmental efforts, the show enlisted sustainability training and consulting company Icologie to audit Meetings Africa and report back on how low-impact the conference was. In addition to extensive recycling programs, a low-paper initiative, and the use of alternative energy, the event also committed to donating all exhibit hall carpeting to disadvantaged communities and purchased locally made conference bags.
Business tourism is growing steadily in South Africa. In 2009 (latest figures available), some 500,000 visitors came to the country for meetings, events, and incentives, representing an economic impact of $600 million. Events secured over the next five years include the United Nations Climate Change Conference, the International Small Business Congress, and the International Association of Child and Adolescent Psychiatry.
And events such as Meetings Africa, which brings buyers from around the world to the business center of Johannesburg, as well as to Cape Town and safari destinations, are helping to increase interest and quell any concerns.
“The trip improved my impressions of South Africa, especially Cape Town. I had only heard negative comments prior that did not have merit. Now seeing the destination, I would be very comfortable placing a group there,” says Jennifer Linale, senior planning and sourcing specialist for The Performance Group.
The incentive market is consistently strong for South Africa, where safari experiences are the primary draw. Groups “have to do a private game safari,” says Linale. “It is silly to go to the destination and not have that incredible experience.” Although there are options around the country, the two biggest game areas are the Kruger National Park and neighboring Sabi Sand.
Luxury options abound here, from Richard Branson’s Ulusaba to the spectacularly well-designed Singita properties, to Londolozi, which began in 1926 as a hunting camp and is now pioneering ecotourism efforts. Depending on the experience your group desires, each has its own strengths. Singita staff members will anticipate your every wish and the properties include boutiques and extensive wine cellars. The Londolozi experience is more fraternal, as though you’re on vacation with a group of old friends, who just happen to know everything there is to know about the bush and can regale you with stories of near-escapes from lions and elephants, or being the first to see a long-awaited leopard cub.
Ulusaba and Londolozi are also part of a newly launched sustainable meetings directory called EcoThanda, consisting of suppliers that have been approved as having environmentally friendly practices. Vetting is handled by National Geographic’s Costas Christ, a longtime ecotourism expert and advocate, and the project is overseen by South African Tourism.
“This directory was developed in response to the demand from the meetings and incentives industry for more sustainable alternatives,” explains South Africa’s Minister of Tourism, Marthinus Van Schalkwyk. “Our goal is 200 suppliers in the first year, and we expect this to number to grow as we expand our outreach.”
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