Africa's presence grows at EIBTM 2004

The EIBTM, a premier international event dedicated to the global meetings and incentives industry, announced today a rise in exhibitor sales within the African continent. Representatives from this territory have taken 17 stands to date and cover an area of over 600 square metres.

Africa has not traditionally been noted for its presence in the MICE sector, however the last decade has seen a considerable rise in all travel, including business, within many of the African countries. South Africa has lead the way with the opening of three major convention centres; Durban International Conference Centre which is now undergoing development to double its exhibition space, Cape Town International Convention Centre and Sandton Convention Centre, all of which will be exhibiting at the EIBTM 2004.

Rick Taylor, Head of South Africa Tourism commented: “Our purpose as a National Convention Bureau is to create a customer, or a client and consequently we have two primary functions - Marketing and Innovation”.

“Marketing and innovation produce results and this is precisely why we, as South African Exhibitors, attend EIBTM; to provide us with a prime marketing platform in order to demonstrate our innovative product offering which will then convert into the sort of results we expect. Our objective is to leave EIBTM 2004 with a 35:1 ROI...if you can't measure it, you can't manage it! We recognise that the MICE market is a massive business for South Africa and are exhibiting at EIBTM to assist our growth strategy within this sector, prior to the introduction of a new Business Tourism specific marketing campaign scheduled to be launched in early 2005." 

The raised profile of South Africa as a destination has assisted in drawing attention to many of its fellow African countries. The outbound tourism from South Africa into its neighbouring countries has also greatly helped the expansion of the conference and incentive business within the continent, causing many investors to recognise the potential of the MICE market within Africa.

Commenting on Kenya’s Participation Joseph Sanna, Exhibitions Manager, of Kenya Tourist Board said: “Kenya attaches great value to the incentive market and will therefore be represented in EIBTM 2004, which is one of the leading incentive exhibitions. The new location of this exhibition offers increased prospects for incentive business in the Spanish market and internationally. This exhibition is therefore very important for Kenya as it presents an excellent platform to meet and network with the leading buyers during the exhibition. This year, Kenya has continued to receive increased incentive  business and enjoyed a 43.4% increase by June 2004 as compared to the same period in 2003.”

Kenya will be represented by more than 10 incentive oriented travel trade companies in EIBTM 2004 consisting of Tour Operators/Ground Handlers, Hotels and Lodges and the Management Authorities of Game Reserves. Companies attending include: The Serena Group of Hotels, Destination Kenya, Express Travel, African Quest, the Sarova Group of Hotels, Habib Tours and Travel and Narok County Council.

The Tunisia Tourist Office has chosen to raise its profile at EIBTM by increasing its stand for this year’s exhibition as has the Namibia Tourism Board.

“The Namibia Tourism Board will be attending EIBTM again in 2004. This Fair provides us with a strong platform to showcase Namibia and highlight the many very attractive incentive and conference packages and venues the country has to offer. The MICE sector is an important business for Namibia. For many agents and clients this destination is "very young" and "unknown", so in Barcelona we can present the advantages of Namibia and promote the high quality of our DMC's and infrastructure as well as the wide range of possibilities offered for MICE activities.” said Matthias Lemcke, Marketing Executive, Namibia Tourism Board Frankfurt

New African exhibitors attending EIBTM for the first time this year include: Fox Treks, the Tanzania safari specialist and Value South Africa the South African destination management company offering tailor-made incentive packages. African Signature, the new East African incentive company, will also be launched to the MICE sector at this year's EIBTM.