Africa News 24 Pretoria Bureau
JOHANNESBURG, South Africa — South Africa’s national tourism agency has called upon African nations to collaborate in strengthening the continent’s tourism industry, emphasising the sector’s potential to drive economic growth. This appeal was made during the opening of Meetings Africa 2025, a premier Pan-African business and trade show currently underway in Johannesburg.
Dr Gregory J Davids, the recently appointed Chairperson of South African Tourism, delivered the keynote address, urging African countries to unite in showcasing the continent’s diverse offerings to the global market. He noted the importance of Africans narrating their own stories and working collectively to enhance economic prospects.
“Let us build, collaborate, and forge a future where Africa stands as a powerhouse in business travel and tourism,” Dr. Davids stated. “Every successful event hosted on our soil underscores our collective strength and reminds the world of our capability to deliver world-class, safe, and large-scale events that boost economies and livelihoods across the continent.”
Meetings Africa 2025, running from February 24 to 26 at the Sandton Convention Centre, has attracted 410 exhibitors from 26 African countries and 300 buyers from over 60 countries. The event serves as a platform for stakeholders to exchange best practices, explore collaborative opportunities, and forge investment partnerships aimed at the continent’s future growth.
Dr. Davids highlighted the event’s role in creating lasting economic and social impacts through collaboration and innovation. He encouraged participants to leverage Meetings Africa as a springboard for initiatives that extend beyond mere gatherings, fostering legacies that benefit communities continent-wide.
The significance of Meetings Africa 2025 is further amplified as South Africa prepares to host the G20 Summit later this year. The event provides an opportunity to demonstrate the continent’s readiness to host international gatherings and to position Africa as a competitive player in the global Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
Tourism Minister Patricia de Lille, who officially opened the event, echoed Dr. Davids’ sentiments. She reitarated the government’s commitment to empowering small, medium, and micro enterprises (SMMEs) within the tourism sector, recognising their vital role in economic development and job creation.
“Through platforms like Meetings Africa, we are not only showcasing our capabilities but also providing SMMEs with the exposure and opportunities needed to thrive,” Minister de Lille remarked. “Our focus is on building an inclusive tourism economy that benefits all Africans.”
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The previous edition of Meetings Africa generated approximately 7.63 million U.S. dollars in direct expenditure for South Africa, underscoring the substantial economic benefits such events bring to host countries. This year’s gathering aims to surpass that figure, with stakeholders optimistic about the potential for increased intra-African tourism and investment.
As the continent continues to navigate the challenges posed by the global economic landscape, initiatives like Meetings Africa 2025 highlight the resilience and collaborative spirit of African nations. By uniting under a common goal, Africa seeks to redefine its tourism narrative and solidify its position on the world stage.
