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 geo- clones 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 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.
This article is taken from EW Issue 3, to get the digital magazine bi-monthly to your inbox, subscribe here: https://www.exhibitionworld.co.uk/subscribe
