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December 2, 2014
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VIDEO: How Meetings and Events Will Drive South Africa's Economic Development




At EIBTM in Barcelona, South African Tourism, the official destination marketing organisation of South Africa, celebrated the tenth anniversary of Meetings Africa, an event dedicated to showcasing Africa’s MICE services and products.

Following a press conference about the new initiatives, SAT’s Chief Convention Bureau Officer (and recently appointed Geographical Representative for Africa to the ICCA Board) Amanda Kotze-Nhlapo ‎spoke with IMR’s James Latham about the future of Meetings Africa and meetings in Africa. “Advancing Africa Together,” she began. “That’s our motto. We want to make sure that the world knows that Africa is ready for business; that we are the place you have to bring your meeting to.” 

Amanda Kotze-Nhlapo from International Meetings Review on Vimeo.

Large-scale events held in Africa—particularly South Africa, Kotze-Nhlapo acknowledged—can be part of Africa’s historic emergence onto the global business stage. “We can host the best of the best,” she said.

RELATED: South Africa Emphasizes MICE Initiatives, Celebrates Milestones

Conferences like Meetings Africa will help attract more events, Latham noted, and will bring investment, skilled migration and position South Africa as a knowledge hub for a wide scale of industries. “When we partnered with the National Convention Bureau, the first thing we did was the strategy to make sure that we know which way we are going,” Kotze-Nhlapo said. “Business events [are] the focus, and tourism is the byproduct.” Beyond South Africa’s many tourist attractions, SAT has aligned itself with the Government’s objectives as an emerging, developing destination. “We realized that we can actually attract meetings that can speak to the sectors that will bring that economic development and that knowledge economy to our country.” 


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About the Author: Jena Tesse Fox

Jena Tesse Fox

About the Author: James Latham

James Latham


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