Enterprise Tourism in Africa as a Key Driver of Financial Progress


Africa, recognized for its breath-taking landscapes, wealthy cultural heritage, and various wildlife, has lengthy been a sought-after vacation spot for leisure travellers. Nevertheless, in recent times, a rising pattern has emerged, demonstrating that enterprise tourism in Africa is making vital contributions to the continent’s total tourism GDP.

In reality, tourism – each enterprise and leisure – confirmed a large surge of 78.2% within the first half of 2023 on arrivals to South Africa when in comparison with the identical interval in 2022[1] with the newest studies displaying that enterprise spending represents a share of 43% of total tourism contributions.[2]

“This growth displays the rising recognition of Africa’s potential as a hub for worldwide conferences, conventions, and company occasions. This outstanding development might be attributed to a number of components which have mixed to make Africa an more and more enticing vacation spot for enterprise travellers,” says Devi Paulsen-Abbott, Chairperson of the Affiliation of African Exhibition Organisers.

In accordance with Paulsen-Abbott, there are 5 key components contributing to the rise of enterprise tourism in Africa:

Infrastructure Funding

African international locations have made substantial investments in infrastructure growth, equivalent to fashionable airports, state-of-the-art conference centres, and top-notch motels. These amenities have enhanced the continent’s capability to host large-scale enterprise occasions, conferences, and exhibitions.

Improved Connectivity

Enhanced connectivity via expanded flight routes and airline networks has made it simpler for worldwide enterprise travellers to entry African locations. Main airways have elevated their companies to African cities, offering comfort for company travellers.

Political Stability

The continent’s political stability in lots of areas has fostered an surroundings conducive to internet hosting worldwide enterprise occasions. This stability has elevated confidence amongst organisers and attendees alike.

Financial Progress

Africa’s rising economies and rising center class have attracted extra enterprise funding. Because of this, the continent has change into a gorgeous location for world corporations to increase their operations, resulting in an inflow of enterprise travellers.

Cultural Variety

Africa’s various cultures and distinctive experiences are more and more included into company occasions and conferences. This mix of enterprise and cultural experiences provides to the attract of the continent.

As enterprise travellers discover African locations, they typically prolong their stays to discover the continent’s pure magnificence and cultural heritage, contributing to the expansion of leisure tourism as properly. In accordance with the World Journey and Tourism Council, the journey and tourism sector contributed 7.6% to world GDP final yr alone – a rise of twenty-two% from 2021 and solely 23% under 2019 ranges – showcasing the contribution of enterprise tourism on the worldwide GDP[3].

Enterprise tourism has additionally led to job creation and financial empowerment in native communities which has a ripple impact on numerous sectors, together with hospitality, transportation, and native companies, thereby fostering sustainable financial growth.

“Trade consultants and stakeholders see this pattern persevering with within the coming years, with Africa poised to change into a premier vacation spot for worldwide enterprise occasions. Governments and tourism authorities throughout the continent are recognising the potential of enterprise tourism and are actively working to draw extra conferences and conventions,” provides Paulsen-Abbott.

Africa’s rising prominence on the planet of enterprise tourism signifies a brand new period for the continent, one through which it performs a pivotal function in shaping the worldwide enterprise panorama whereas sharing its distinctive cultural and pure treasures with the world.

For extra data on AAXO, go to www.aaxo.co.za

[1] https://www.tourism.gov.za/Media-Statements/Paperwork/

[2] https://www.statista.com/statistics/1290562/leisure-and-business-travel-spending-in-south-africa/

[3] https://wttc.org/analysis/economic-impact



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