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Reed Travel Exhibitions launches IBTM Africa


Reed Travel Exhibitions, a global organizer of incentives, business-travel and meetings-industry events, has announced the launch of IBTM Africa (www.ibtmevents.com/ibtmafrica) next year.

The 2014 event will take place at South Africa’s Cape Town International Conference Centre (CTICC) in the West Ballroom from April 28-30 as part of Africa Travel Week (www.africatravelweek.com).

“Africa holds enormous potential for the MICE industry. The World Bank predicted that sub-Saharan Africa’s economic growth should accelerate to more than 5 percent over the next three years, far outpacing the global average with increased investment, high commodity prices and a pickup in the global economy driving this expected growth surge,” said Craig Moyes, meeting and events portfolio director, Reed Travel Exhibitions. “Our business model for IBTM Africa will reflect the main traditional inbound markets for the continent, but it will also have a proportion of buyers from the emerging markets.”

IBTM Africa will be one of three co-located events at the CTICC that form “Africa Travel Week,” which also includes ILTM Africa (International Luxury Travel Market) from April 28-30 and WTM Africa (World Travel Market) May 2-3.

IBTM Africa will be similar to the recently launched IBTM India with a 2.5-day, table-top format for exhibitors to meet with buyers creating a platform for the MICE and business-travel sectors to come together and transact business, share knowledge and network. The show will target the inbound and outbound meetings, events, incentives and business-travel sectors of sub-Sahara Africa, including key North African destinations and source markets.

The event will have 50 MICE and business-travel exhibitors in its first year with a combination of African and international suppliers. Among exhibitors will be hotels and venues, national and state convention bureaus, travel- and destination-management companies, event-management and entertainment suppliers, professional conference organizers, airlines and technology providers.

A proportionate number of top-level decision-makers will be hosted as buyers from key markets around the world, all of whom will be pre-qualified to ensure they are planning to place business in Africa. Buyers from key associations, corporations and agencies who place outbound and domestic business will also be included.

Located in the hub of the city’s northern foreshore, the location for IBTM Africa at the CTICC provides guests with views of Table Mountain, the Roggebaai Canal and the famous V&A Waterfront area.

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