Africa’s MICE industry set for growth

Exhibitions come to Africa

Africa’s MICE industry set for growth
Africa’s MICE industry set for growth


According to a recent report by the Global Association of the Exhibition Industry (UFI) as well as research conducted by Reed Travel Exhibitions after last year’s Exhibition for the Incentive Business Travel and Meetings (EIBTM), despite a global economic downturn and political instability, the exhibition industry in Africa is expected to see massive growth in the near future.

Even better news is that South Africa dominates the exhibitions industry in Africa, representing 29% of Africa’s indoor exhibition space, while Johannesburg is the only MEA city to offer seven purpose-built exhibition venues.

Optimism for the African exhibition industry in general was based on the young population, emerging and trade-oriented economies, untapped markets, government support, and the value of face-to-face marketing. Respondents in the study listed political instability, government restrictions, the lack of skilled personnel and inadequate infrastructure as some of the negative factors affecting the industry.

The report also noted Algeria, Morocco and Egypt, Kenya and Ethiopia as other important exhibition markets on the continent.

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