Amidst global challenges and growing collaborations, organisations are increasingly relying on in-person conferences and business meetings to devise solutions and strengthen relationships.
This trend is driving rapid growth in the global Meetings, Incentives, Conferences and Exhibitions (MICE) sector, and Africa is eager to capitalise on this opportunity.
READ: Tourism: New African Exhibitors To Inject Diversity And Excitement At Meetings Africa 2024
The continent is already positioning itself as a significant and capable player in this industry. Meetings Africa 2024, currently underway at the Sandton Convention Centre, boldly signifies Africa’s readiness to host events of any scale. South Africa’s Tourism Minister, Patricia de Lille, expressed this sentiment as she opened the trade event earlier on Tuesday.
