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LLeveraging Investments for Business Events takes Courage
The continent employs over 19 000 people in the exhibitions industry, with 350 exhibitions that take place annually in countries like South Africa, Egypt, Ethiopia, and Algeria. That said, Africa and the Middle East lag slightly behind global trends in the festivalisation of events.
Pereira stressed that tourism is a byproduct of business events and that our sector is the engine that drives the economy. “Every single time there is a meeting or a conference – doesn’t matter what it’s about – the world jumps ahead and gets better. We are responsible for creating the platform where this happens. I like to say I am a facilitator of happiness; we facilitate the success of others.”
Leveraging investment into Africa, she added, does not mean getting a leg up. “Just because it’s Africa doesn’t mean that anyone will treat you any differently. You’re competing with Europe and South America, and Australia. If someone doesn’t know about you and your business, it’s your fault. If you’re taking your power, capacity, and skills to the market, and it has quality, standard, and can compete, it will do well. When the tide comes in, we all rise together.”
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15 YEARS OF ADVANCING AFRICA
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