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Reed Travel Exhibitions, a show organizer, updated some 50 attendees from Kenya, Uganda and Tanzania on the launch of IBTM Africa, which is scheduled April 28-30, 2014 in Cape Town.

This follows a successful partnership with Kenya Tourism Board, Society of Incentive and Travel Executives (SITE) and International Congress and Convention Association (ICCA) for the Reed-organized first MICE Seminar in Kenya this November.

Shinu Pillai, project manager, IBTM Africa, outlined the format of next year’s inaugural event, citing the success of the inaugural IBTM India, which took place in September and was the first three-day table-top event of its kind for the meetings industry in Asia. IBTM Africa will follow this format and proven business model that is also used across other Reed Travel Exhibitions’ events.

“India was a first for us, and the show was a huge success,” said Steve McCormick, The Explorer Club, Southern and Eastern Africa, and an exhibitor at IBTM India. “The queries and information requested by some quality appointments demonstrated that India is an emerging incentive market interested in Africa. We are also hoping that IBTM Africa will attract global interest in group and incentive travel to The Victoria Falls and the surrounding region.”

Delivering up to 50 African and Indian Ocean suppliers of products and services to the MICE industry through pre-arranged meetings with international hosted buyers, this will be the first focused MICE event of its kind in Africa that will also include the IBTM Africa Conference.

Hosted buyer registration will go live on the IBTM Africa website in December, and advance interest has already been significant from international buyers. Through the pre-scheduled appointment system, this event will allow both exhibitors and buyers to mutually match their appointments. Details will soon be announced about the Post Event Tour program available to selected hosted buyers attending IBTM Africa.

IBTM Africa will also feature a half-day conference and seminar program, with keynote and industry topics.

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