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SANCB | Tourism Month
Business events:
Celebrating tourism By Irene Costa, editor of Business Events Africa
Tourism Month is celebrated annually in September with the aim of encouraging South Africans to explore their own country. It also provides the tourism industry with an opportunity for a sustained, heightened month-long focus on the importance of tourism to the economy.
T
he business events industry works together with tourism – it is a source market for leisure tourism to South Africa. In this supplement Business Events Africa, in conjunction with South Africa National Convention Bureau (SANCB), look at the correlation between tourism and business events.
Business events is a key contributor to tourism growth Business Events are major contributors to the South Africa visitor economy. On average, international business events visitors spend three times as much as leisure visitors during their trip to South Africa. In addition, business events provide value to South Africa beyond the economic benefits: they
showcase South Africa’s capabilities in event delivery and key knowledge sectors, develop trade and investment relationships, and are catalysts for information sharing. In addition, business events provide a platform for international visitors to extend their stay in South Africa for leisure purposes, and establishes strong connections that can lead to return visitation to South Africa in future.
Business events go hand in hand with tourism, initially as part of a pre- or post tour and accompanying person programmes. This is often the first introduction international delegates have to South Africa. Many of these pre- or post-tours lead to leisure tourism as many delegates return to South Africa with their partners and families to further explore our beautiful country. Many of these delegates would not have visited our country if it weren’t for the conference, exhibition, incentive or event that they participated in.
PRE AND POST BEHAVIOUR
33%
Approximately of all conference delegates will travel around South Africa before and after attending their business event. The average amount of time travelling before and after the event is
3.5 days.
PURPOSE OF PRE AND POST ACTIVITIES
The main purpose of travel before and after the event is for a holiday
> 60%.