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PAGE STRAP INDUSTRY PREDICTIONS
Industry predictions for 2024 Business events industry leaders take a look into the crystal ball to see what 2024 may bring…
INTERNATIONAL TRADE ASSOCIATIONS
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smaré Steinhöfel, Regional Director: Africa, International Congress and Convention Association (ICCA) The business events industry experienced a continued resurgence in 2023 as, globally, we left the constraints of the pandemic behind us. Of course, being a global industry, we must learn to negotiate difficult and disturbing events as and when they occur. Yet, as we look towards 2024, we are buoyed by a willingness to meet, collaborate, and find solutions for the betterment of all. And
we want to do this in person. The last few years have taught us to be resilient, to adapt, and to change. It has taught us to innovate. There is a need for innovation that courses through our associations, our venues, our DMOs, and our suppliers. And, in ICCA’s view, through constant innovation, we find points of difference, making events better, more engaging, and more rewarding. As business events people, it is our job to facilitate the very best experiences so that associations can show their members the real value and worth of travelling and meeting in person. Advocacy is now part of the ICCA DNA. We are proud champions of sustainability, DEI, legacy, and innovation. We implore our industry – at all levels – to use this framework to supercharge proposals and best practices. Events need to matter, not in the sharing of information, but in a way of promoting idealism for the betterment of all. ICCA is committed to bringing this
10 Business Events Africa December 2023
language to government and policymakers so that we can reiterate the value our community brings to cities, towns, and countries in terms of revenue, global exposure, and opportunity. We must wear our achievements and our ambitions with equal pride. We must tell bigger and bolder stories about who we are… and what we do. Factors such as co-creation, listening at a micro- and macro-level and shaping the industry from top to bottom… will deliver more value to our members. None of this is more crucial than developing new talent and new markets, and perhaps, one is the key to unlocking the other. Global events are rapidly returning to Africa, and we are seeing extensive growth in association meetings. Kigali, in Rwanda, recently hosted the World Travel and Tourism Council, a great global opportunity for all involved to promote the country and the region. The forecast is positive, but remember www.businesseventsafrica.com
