South Africa
The South Africa effect
EW asks Carol Weaving , MD of RX Global in South Africa , for an update on the opportunities and challenges of working on the country ’ s trade fair market
Opportunities in South Africa : What unique opportunities does the South African exhibition market present for international exhibition organisers , and how can they leverage these opportunities to expand their reach ? South Africa , and in particular Cape Town , is the Number 1 events destination on the continent so it ’ s often seen as the springboard to the rest of Africa and a drawcard for international organisers wanting to run events attracting other African countries . The South African market is quite mature so many industries have good representation in SA but of course there are opportunities for geoclones in the Tech or Sustainability space .
Comparative Advantage : In what ways does South Africa offer a comparative advantage over other emerging markets for hosting exhibitions and events , particularly in terms of cost , accessibility , infrastructure and audience engagement ? We have world class facilities and infrastructure in SA , specifically in Johannesburg / Cape Town and Durban . The tourism offerings which are vast include safaris , beautiful scenery and beaches , cultural tourism as well as unique products for incentive travel and
Above : Carol Weaving
adventure tourism . Our world-class restaurants , hotels and hospitality and favourable exchange rate position SA as a big draw card for the business events industry both internationally and locally . Our people are our biggest asset , customer centric and friendly .
Economic Impact : How do exhibitions and events contribute to the economic growth of a country like South Africa ? The economic impact of business events is huge both from a direct and indirect spend perspective . Tourism as one of our most important industries has contributed significantly to job creation which is vital in a country where unemployment is very high . As an example , deals to the value of $ 40m were made at World Travel Market Africa 2023 .
Challenges and Solutions : What are the primary challenges faced by exhibition organisers when executing events in South Africa ? Infrastructure is not a problem at all with a plethora of options . We are in an election year but expect these elections to go relatively smoothly . The majority of global organisers either have an office in SA or representation in SA so there is a great deal of local expertise . With the growth of events in the Middle East however we have lost some talent to the region .
Government and Policy Support : How supportive is the South African government for the exhibition industry , and what improvements or changes would you suggest to make the continent more attractive for international event organisers ? The Western Cape Government , as an example , is incredibly supportive and understands the value and economic impact of running these events . There is an event called Meetings Africa run by South African Tourism that is an important event for the meetings industry .
The other provinces could definitely do more for the business events industry . In terms of the continent , the narrative is to ensure these countries have facilities and infrastructure to support the events industry . We are seeing new venues going up in Ethiopia / Cote d ’ Ivoire , and Rwanda already has a great venue . Air access and hotel development is on the increase which is vital as is safety and security . One of the biggest barriers right now is the visa situation . Many countries in Africa need to find a way of improving this if they are to attract global events . EW
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