New collaboration intends to reap the benefits of events for Joburg as an event destination


Job creation programs will also be an important part of the collaboration.

  • The events industry has been hit hard by lockdowns linked to the coronavirus pandemic and travel bans.
  • In order to generate opportunities in the events sector for Johannesburg as a destination, the city and the industry body, the South African Association for the Conference Industry, intend to work together.
  • Creating opportunities for young people is part of the planned collaboration plan.

The Southern African Association for the Conference Industry (SAACI) and the Metropolitan Municipality of the City of Johannesburg intend to form a partnership to benefit the events industry in the city.

The two sides on Thursday signed a Memorandum of Understanding (MOU) regarding what would be known as the COJ / SAACI collaboration for business tourism.

The three-year collaboration agreement will focus on creating opportunities for SMEs and young people, stimulating economic growth through business tourism and encouraging collaboration between the public and private sectors. in the tourism industry.

The elements of the envisaged program include the creation of co-bidding and mutual coordination activities for the main conferences and conventions identified for the city of Johannesburg. A joint approach with SAACI members will be developed to ensure that “Destination Johannesburg” increases the number of business events organized.

The idea is also to do business development by creating a business event value chain that will form part of a dedicated business event incubation program. It will develop the capabilities of entrepreneurs and also develop innovation organically according to the future needs of the industry.

Another element of the collaboration would be research, statistical analysis and intelligence focused on industry trends, as well as safety and risk analysis. It will also look at governance, that is, the impact of policies likely to influence the future management of trade events.

In addition, the collaboration will identify how association buyers and industry decision-makers are informed about “Destination Johannesburg” with the aim of forging long-term relationship development.

Job creation programs will also be an important part of the collaboration, while creating opportunities for skills development of young people in the events industry.

According to SAACI National President Kim Roberts, the industry body sees strategic partnerships like these as a means by which the public and private sectors can work to recover the industry.

The events sector has been one of the hardest hit by South Africa‘s tourism industry due to the impact of coronavirus lockdowns and travel bans.


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