Africa gaining popularity as meetings destination, says AMEX

A report by American Express Meetings & Events has indicated that Africa is gaining popularity as a meetings destination, with 52% of respondents predicting a growth in interest.

South Africa remains one of Africa's most popular destinations
South Africa remains one of Africa's most popular destinations

According to the report, whilst areas of Africa have always been popular for incentives, North and South Africa were also regarded as good meeting destinations, due to developing infrastructure and technology.

Although the percentage of global meetings taking place in Africa is likely to remain constant over the next two years, at just under 10% compared to Europe’s 48%, more than half of meeting planners expect this to increase in time.

However, despite the growing interest, just under half of respondents said Africa was a difficult destination to organise events, particularly managing payments, contracts and visas. Perceptions of Africa were also mixed, with several meeting planners citing concerns about disease, terrorism and crime.  

In some cases meetings professionals tended to ‘paint the continent with the same brush’, attributing the problems of certain countries across the board. Overall, North Africa and Southern Africa were considered the most developed regions, with sales and marketing meetings the most popular type of events.

Issa Jouaneh, senior vice president and general manager of American Express Meetings & Events, said meeting planners need to look at several factors when considering emerging destinations. "In looking at Africa specifically, our study provides the meetings and events industry with unique insight into the perceptions and familiarity – or lack thereof – of planners with this region. We hope it can serve as a baseline from which the industry can consider opportunities for education and local insight."

More:

Destination of the Week: South Africa

48 hours in Cape Town 

South Africa: Venue update

• For more in-depth features, as well as breaking news, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Expert offers advice on unusual dietary requirements

Expert offers advice on unusual dietary requirements

Food and allergen specialist explains why you should take every allergy request seriously.

New 3,000 capacity venue Magazine London launches with big name events

New 3,000 capacity venue Magazine London launches with big name events

North Greenwich venue opens its doors with high-profile industry events announced for Autumn 2019.

Events industry can combat climate change in two key ways, says UN officer

Events industry can combat climate change in two key ways, says UN officer

As people take part in global climate strikes ahead of Monday's UN Climate Change Summit, how can the events industry play its part?

New global executive creative director for 2Heads

New global executive creative director for 2Heads

Latest appointment for the agency will oversee the expansion of creative and design teams.

How voice recognition is changing the industry

How voice recognition is changing the industry

Voice technology is about more than playlists and weather reports - wayfinding is helping to show just how useful the tech is.

'Overtourism does not really exist, it is a media creation'

'Overtourism does not really exist, it is a media creation'

Professor Dimitrios Buhalis explains why there's no such thing as overtourism, just bad management of destinations.

Bruges to open new convention centre in 2021

Bruges to open new convention centre in 2021

Famous Portuguese architect has made natural daylight a top selling point of the new city-centre venue.

BeSixth hires head of global strategic partnerships

BeSixth hires head of global strategic partnerships

The recently-launched event agency's new appointment will be based in the Los Angeles office.

What's happening at Italy at Hand, The Event, 2019 in Rome this year.

Case study: Australasian Animal Studies Association Conference

Case study: Australasian Animal Studies Association Conference

The conference in Christchurch, New Zealand focused on indigenous attitudes towards human-animal relations.

LATEST JOBS