With South Africa being one of the most unequal societies in the world, the government has been punting inclusive growth. “How we conduct our business going forward, to create a stable environment that promotes growth that is inclusive will determine our success. It is not enough if only a few benefit. That is not success,” says SA Tourism CEO, Sisa Ntshona.
However, he says tourism is often misunderstood and viewed as the domain of the rich and elitist. “If everyone in this country is a tourism ambassador then we will give tourism the space it deserves, not only in the big cities but throughout the whole country and so everyone will benefit.”
It is also important to understand the importance of the business events side and its contribution to tourism. “Tourism is more than just leisure, and the business side is very important. For example, South Africa has a high convergence from business to leisure, that is visitors who come for business and then return with their families,” says Ntshjona. SA Tourism has recognised this, and are putting in resources and energy to drive the sector to bring in events and be an attractive venue for business events,” says Ntshona.
The sustainability theme is not only about the environment, it is about the three Ps - people, planet, and profit. “This is not only about the environment, it is about leaving the world in a better place than we found it in. Our target audience is asking if we are leaving behind a positive footprint after our conventions, which includes a financial footprint that we leave behind as a catalyst to propel our economies.”
Amanda Kotze-Nhlapo, chief convention bureau officer (CCBO) of South Africa National Convention Bureau, Meetings Africa has been active in the greening space for some time, boasting several initiatives such as stands made from sustainable material that can be packed up and used again next year and produce, from food to gifts and materials, sourced locally.
“The event promotes people sustainability through its development zone that provides new players with exposure. Taking the sustainability of the event further are the community tours into the country’s various regions, such as Limpopo. The event’s collaboration and working together with local communities also ensure that its benefits are not just for the big players,” she says.
“Currently the country is in a zero percent growth. Tourism is the lever we must pull to change this. When we host an event, we touch on so many sectors; the ripple effect is immense, and this true not only for South Africa but for all of Africa,” says Ntshona.
He adds that Meetings Africa is striving to create the dance floor to bring onboard all the African countries. “We need to collaborate as a continent if we are to win as one – or we will all lose to Asia or other world regions. We need to profile this country and continent as a desirable destination for the world.”
Meetings Africa will take place at the Sandton Convention Centre in Johannesburg from 27 February to 1 March 2017.
