South Africa's Business Events Industry

South Africa’s Business Events Industry Sets Sight on Recovery at IMEX Frankfurt


South Africa’s business events industry is on a path to recovery, evident from its promising lineup of secured international and regional events. With the aim of further bolstering its event hosting capabilities, Team South Africa, under the leadership of South African Tourism, made a striking entrance at IMEX Frankfurt, a premier trade show for the business events industry in Europe.

On the opening day of IMEX Frankfurt, South African Tourism conveyed a clear message of a captivating and capable South Africa, ready to welcome and accommodate events of all scales. Equipped with a defined mission to drive economic recovery, the team comprises a group of exhibitors, including South African business owners and officials. Over the course of the event, they will showcase the country’s exceptional Meetings Incentives Conference and Exhibitions (MICE) products to a diverse audience of global event planners and more than 1000 influential buyers.

Zinhle Nzama, Acting Chief Convention Bureau Officer at the South Africa National Convention Bureau (SANCB), a business unit of South African Tourism, expressed their purpose at IMEX Frankfurt, stating, “We attend trade shows such as IMEX Frankfurt with a bold and unambiguous goal of attracting a greater number of business events to South Africa. By presenting a wide range of products, we demonstrate that our country possesses the necessary infrastructure and breathtaking landscapes to host extraordinary events that surpass expectations.”

Nzama further emphasized the collaborative efforts with other African nations to promote the continent as an appealing and capable destination for hosting various events. This collaborative approach aims to showcase Africa’s diverse offerings and attract more business opportunities to the continent.

As the event unfolds, South Africa’s presence at IMEX Frankfurt will serve as a platform to forge connections, foster partnerships, and elevate the country’s position in the global business events industry. By demonstrating their allure and capabilities, South African Tourism and its exhibitors strive to secure a greater share of international and regional events, ultimately contributing to the economic revival of the country’s business events sector.

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