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
3 days left for entries to C&IT Awards

3 days left for entries to C&IT Awards

The deadline to enter the C&IT Awards is 11.59pm on Thursday 27 June, so get your submissions in!

'You can only plan 95% of an event, there's 5% you can never predict'

'You can only plan 95% of an event, there's 5% you can never predict'

A-List 2019: Abigail White, event manager, OrangeDoor.

Conference and meeting spend in UK increases by £1.9 billion

Conference and meeting spend in UK increases by £1.9 billion

Research commissioned by Visit Britain finds MICE sector in good health, with the number of meetings at venues also rising.

4 pitching tips agencies need to know

4 pitching tips agencies need to know

The pitch can be your one chance to prove your credentials so certain elements are essential, says creative director of Timebased.

'If agencies paid more attention to training they would have a higher retention rate'

'If agencies paid more attention to training they would have a higher retention rate'

A-List 2019: Sam Ward, lead projects & event manager, Brandfuel.

In pictures: The first ever C&IT Summit

In pictures: The first ever C&IT Summit

London's Congress Centre hosted an industry gathering featuring panel debates, networking and virtual reality.

Winners of Best Places to Work 2019 revealed

Winners of Best Places to Work 2019 revealed

Best Places to Work award winners and top 20 agencies announced at C&IT Summit drinks reception in central London.

The Hague: A global innovation and events hub

Driving innovation is a key theme for many business events and conferences, and brands looking for a destination with an open-minded and entrepreneurial spirit to amplify that message should head to The Hague.

'The industry is so wasteful, it's a shame'

'The industry is so wasteful, it's a shame'

A-List 2019: Smyle's production manager Nick Thomas.

48 hours in... Wales

48 hours in... Wales

Two days of meetings and activities in wonderful Wales, from Chateau Rhianfa to gorge-walking.

LATEST JOBS