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2nd annual Africa Business and MICE Tourism Master Class to be held in Johannesburg this June

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The 2nd edition of the Africa Business and MICE Master Class will be held in Johannesburg at the BDO South Africa offices from June 10-12, 2019. The African Tourism Board is a supporting partner for this event. This program will grant industry professionals and practitioners from across Africa an opportunity to learn from renowned industry experts, connect with like-minded individuals and benefit from first-hand advice on how to advance growth in their organisations, businesses and destinations. This class will be presented by Africa Tourism Partners and its lead strategic partners, BDO South Africa and South Africa Conference Association Industry (SAACI). “Collaboration is integral to the growth of the MICE industry across Africa. BDO is proud to be associated with the Africa MICE Masterclass program where not only newcomers benefit from the expertise of established industry players, but the experts also learn from each other,” highlights Christelle Grohmann, Director, BDO Advisory. “We look forward to hosting you from June 10-12 at our office in Johannesburg,” she adds.


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This year’s program has been designed in response to the high interest and recognition that the 2018 Africa Business and MICE Master Class received, making it a sought-after Continuing Professional Development (CPD) and Capacity Building program among practitioners and professionals. The inaugural course was held at the same time last year and featured illustrious industry experts and attendees from 14 African countries including Botswana, Ghana, Madagascar, Lesotho, Malawi, Mozambique, Nigeria, Tanzania, Swaziland, Kenya, Rwanda, South Africa, Zimbabwe and Zambia. “Many attendees at the Africa MICE Masterclass 2018 voiced their satisfaction with the event indicating that the intimate and interactive format and the depth and range of knowledge of the speakers kept them absorbed throughout. Even the speakers commented on it being a well-rounded learning experience that also benefited them. This is industry learning from industry from real working examples,” states Lee-Anne Bac, Director, BDO Advisory & Masterclass 2018 Attendee.

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Considering the increased number of African exhibitors and buyers who participated at the 2019 Meetings Africa held in February this year, it is apparent that more countries, tourism boards, convention bureaus, conference facilities, professional conference organizers and the entire African Business and MICE Tourism community now appreciate the significance of the sector. Speaking at the 2019 Meetings Africa, South Africa Minister of Tourism, Mr. Derek Hanekom stated that Business Tourism has earned its place at the economic table. He also revealed that the sector earned R71 billion revenue and contributed R115 billion to South Africa’s Gross Domestic Product (GDP). This buttresses the sector’s relevance in African economies.

The Master Class is a two-and-a-half day CPD program designed with a variety of theory and practical sessions and the opportunity for further engagement in the form of business-to-business meetings. It will be conducted in conjunction with BDO South Africa, and key industry associations, including SAACI. The course is delivered by faculty experts through a practical and interactive Action-Learning methodology. This approach allows attendees to gain fresh industry insights and global best practices, learn from industry experts and connect with executives from across the continent.

To register, for Business-to-Business or sponsorship opportunities please contact: Ms. Aretha Nozipho Bohlela at: aretha@africatourismpartners.com or +27 81 303 7030.

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Reunion Island breaks tourist arrivals record

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Despite a difficult end to the year, 2018 was profitable and even historic for Reunion tourism as more than 574,000 outside visitors were welcomed . This is 4.1% more than in fiscal 2017, which had already had an unprecedented inflow of visitors.

In 2018, 35 ships and 39,433 cruise passengers landed on the island, which was satisfactory, although slightly lower as several companies were forced to review their routes in November and December.

Nevertheless, with revenues still increasing and amounting to more than 432 million euros, also a new record for the destination, the tourism sector confirms its preponderant place in the economy of Reunion.

Reunion’s neighbors in the Indian Ocean remain fond of the destination. Arrivals from the Indian Ocean area remains above 60,000 tourists in 2018, after a spectacular increase of 46% recorded in 2017. Within this Indian Ocean zone, Mauritius remains the main source market since it represents more than 30,000 tourists, or 5.8% of total arrivals to Reunion.

The communication and promotion actions carried out on the main European markets, other than France, have also been fruitful, as this visitor source market now accounts for 7.4% of total arrivals, compared to 6% in 2017. In total, 39,664 visitors came from the rest of Europe in 2018 which is 4.2% more than last year!

Unsurprisingly, the leisure clientele represents an overwhelming majority of arriving visitors with 90.8% of the overall volume of arrivals on the island, supplemented by 8.5% of business tourism.

The average length of stay of these foreign tourists is 17 days and remains unchanged compared to 2017, a figure particularly important for a long-haul destination such as Reunion.

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About the African Tourism Board: Top important according to an African American Tourism Expert

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Drew Barrett, a Chicago based African American tourism expert and consultant, thinks the newly founded African Tourism Board(ATB) is very important and potentially valuable to the nations of Sub-Saharan Africa.

ATB will celebrate its official launch on April 11 during the World Travel Market in Cape Town and has moved to a world of attention. ( www.

The nations of Sub-Saharan Africa are very hungry for and in need of growth of their inbound international tourism business. Most, however, have a steep learning curve, over which they must overcome to achieve any measurable incremental results. Most are steeped in best practices of a bygone error of global tourism marketing if they are doing anything at all. Most are not.

Nations like Kenya, Tanzania, South Africa have significant global brand equity for leisure tourism. Others like Ethiopia, Nigeria, Ghana and again South Africa; are a compelling destination for business tourism. Yet on the extreme opposite end of the attractiveness spectrum others, due to conflict and a total lack of internal security are not in the running.

All nations of Sub-Saharan Africa with any viable tourism product are seeking to up their game, but have to reconcile a penchant, if not add to investing, and in many cases, mis-investing in energy, data +telecommunicationss, and transportation infrastructure to achieve modern global standards. They are missing there real opportunity.

The most readily available economic growth engine for all nations of Sub-Saharan Africa is their adventure, art, community, cultural, ecological (flora + fauna) and handicraft tourism products; in which they should invest in both development and marketing. The immense profit potential of such well planned and implemented investments, will return profits; which will pay for everything else.

I have two Sub-Saharan African nations, Kenya and South Africa, digress from World Class Tourism Marketers, not having a clue as to what to do; because they forsake a focus on their indigenous roots, attempting to promote being global business meeting and conference destinations; a playing field on which they cannot compete, for so many reasons.

I have just last week, submitted a comprehensive, preliminary strategic tactical concept proposal to a Northwestern Sub Saharan nation. I had developed similar proposals for three other nations. In each case, I have been working with someone who has strong connections to government decision makers; but not with any preconceived disposition toward action. In the most recent case, my contact is a division of the Ministry of Tourism.

Nigeria, a few years ago, invested in the development of a Culture and Music festival which it could market globally. The problem with some post colonial nations is, they are addicted to seeking the help of postcolonial consultant intermediaries of European and North American multinationals, for expertise. The problem is those consultants do not have the expertise necessary to enable the success of such an undertaking.

The consensus is to invest in building grand hotels, great roads, and transportation; and tourists will come. Wrong, they just end up with choking foreign debt and no tourist.

Again, the African Tourism Board, can be the way forward for the Nations of Sub Saharan Africa to be able to monetize their most readily available natural resource, as previously stated.

African Tourism Board brings to those nations both internal and external subject matter experts, professional practitioners, industry resources and massive implementation capabilities; in a unified platform which can teach the leadership of the nations of Sub Saharan Africa how to successfully market their destinations and tourism assets, to the billions of ready, willing and able international tourist.

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IMEX Policy Forum puts future city development front and center

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Policy makers from national and regional governments worldwide will explore The Business of Placemaking with leading business events industry professionals at this year’s IMEX Policy Forum.

This year the annual Forum will take place at the InterContinental Hotel Frankfurt on Tuesday 21 May, the first day of IMEX in Frankfurt 2019.

The IMEX Policy Forum is where the business events world and public policy makers annually connect and share insights into how events such as conferences, meetings and incentive travel can make a major contribution to national and regional economies.

The enormity of this contribution has now been quantified. According to the Global Economic Significance of Business Events, the first ever worldwide study from the Events Industry Council (EIC) and conducted by Oxford Economics, the direct spend of the meeting and event industry worldwide in 2017 was more than US$1.03 trillion, matching the consumer electronics sector in size.

Leveraging the link between business events and the innovation economy

All participants have the opportunity to visit the IMEX exhibition in the morning. In the afternoon, invited ministers and senior political representatives will take part in a national government discussion in collaboration with the United Nations World Tourism Organization (UNWTO) chaired by Martin Sirk of Sirk Serendipity. At the same time Professor Greg Clark CBE, the world-renowned advisor on cities will facilitate a city workshop specifically designed for local, municipal and regional policy makers and destination representatives, exploring ‘business meetings and the innovation economy.’

Analyzing the business opportunity for urban placemaking

The Business of Placemaking will be put into the spotlight when the keynote speech is presented by Dr Julie Grail, a leading expert and commentator on partnership and place management and a special adviser on Business Improvement Districts at the Institute of Place Management at Manchester Metropolitan University. Julie, who has been involved in managing places for two and a half decades, has in recent years worked on international assignments in Australia, New Zealand, South America, Europe and the United States.

New this year, the interactive Leadership Discussion will feature an invited panel who will present case studies from the perspective of political, urban planning and destinations stakeholders who have all played influential roles in placemaking success stories. The discussion will be moderated by leading business journalist and media advisor Ursula Errington and will provide plenty of opportunity for everyone present to contribute to the discussions.

Each year the political representatives who take part acclaim the event, saying how valuable it is to learn from their peers in other countries and from the meetings industry experts about the benefits to economic development and business tourism that investment in business events can bring.

Carina Bauer, CEO of the IMEX Group commented; “Placemaking is a concept that’s long been understood and embraced by some city planners and developers alike but now the meetings and events industry understands the power and importance of being part of these conversations. This year’s agenda reflects what feels like a tipping point: a recognition that the business events industry can – and should – speak up to influence any city planning or placemaking decisions. This year’s Forum will guide by example and show the way. With its new format everyone can contribute fully to a lively discussion and gain valuable insights from the case studies.”

Organized under the auspices of the Joint Meetings Industry Council (JMIC), the IMEX Policy Forum’s advocacy partners are Association Internationale des Palais de Congres (AIPC), European Cities Marketing (ECM), ICCA, The Iceberg and UNWTO. The Forum is sponsored by Turisme de Barcelona, Business Events Sydney, German Convention Bureau, Geneva Convention Bureau, Messe Frankfurt and the Meetings Mean Business Coalition.

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Leading industry figures take the helm at Cape Town Tourism

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The Cape Town Tourism (CTT) Board of Directors is pleased to announce the appointment of Ms Julie-May Ellingson and Ms Wahida Parker as Chairperson and Vice-Chairperson, respectively.

Ms. Ellingson is Chief Executive Officer of the Cape Town International Convention Centre (CTICC) and is an Urban & Regional Planner and Development Economist by profession. Her commitment at the helm of the CTICC in driving the Meetings, Incentives, Conferencing and Events (MICE) economy in Cape Town has contributed to the city being named as the number one city in Africa for business tourism events by the International Congress and Convention Association (ICCA).   Under her leadership, the CTICC has achieved record-breaking revenues and doubled its investment in community initiatives.

“I look forward to working with the management team in building on the success of Cape Town Tourism.  Today’s tough economic conditions require us to be even more innovative in our approach and to use all resources at our disposal effectively.  This includes twinning with other world class destinations and the enhanced use of technology to the benefit of our members, who make Cape Town, the incredible destination it is.” – Julie-May Ellingson

Newly-elected vice-chairperson Wahida Parker is an admitted attorney, internationally accredited mediator and coach. Her leadership at one of the world’s most iconic attractions is focused on ensuring that all South Africans get to experience Table Mountain at least once in their lives. This world-class attraction continues to flourish under her leadership.

“To be part of dedicated team that has a single-minded approach to ensuring that Cape Town grows as a tourism destination is both exciting and daunting. I relish the challenge that this brings and look forward to enhancing the offering to the membership and Cape Town in general. The key to our success lies in building relationships that have the greater good in mind rather than pursuing personal agendas”, says Wahida Parker.

“Both Ms. Ellingson and Ms. Parker have successful track records as respected tourism leaders committed to future forward thinking in response to our evolving industry. We are indeed fortunate as Cape Town Tourism to have committed, passionate and high-calibre business executives like them leading us into the future.” Enver Duminy, CEO, Cape Town Tourism.

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