The EIBTM 2007 Industry Trends & Market Share Report, an evaluation by EIBTM Industry Analyst and Senior Lecturer in Business Travel and Tourism at the University of Westminster, Rob Davidson, says that South Africa´s popularity is set to receive a boost in the run-up to the 2010 FIFA World Cup.

The report points out that Cape Town and the Western Cape´s “business tourism calendar for 2010 is filling up rapidly as South Africa, its people and infrastructure developers prepare for the event”. It also makes mention of the fact that the destination can already be looking forward to at least 10 conferences and conventions in 2010, expected to attract a combined 16 300 business tourists and an economic impact of approximately R166.3 million to the destination.

A team from the Cape Town and Western Cape Convention and Events Bureau attended EIBTM in Barcelona where they promoted the city and province as a preferred business tourism destination, gathered business leads and assisted conference organisers, and association and incentive buyers who are strongly considering bringing their business to the destination, with information and advice.

Calvyn Gilfellan, acting chief executive of Cape Town Routes Unlimited, the official tourism destination marketing organisation for Cape Town and the Western Cape, says that the international recognition bears testimony to the country and the destination’s growing international standing as a great place to do business. “Cape Town and the Western Cape has considerable experience in hosting events, ranging from tailored incentive trips and association meetings to trade and consumer exhibitions and major conferences. This, and investment in world-class infrastructure all point to increased growth prior to, during and post 2010”.

Cape Town is currently ranked the top convention destination in Africa and secures more than half of the conference business coming into the continent. It also enjoys the 29th position on the International Congress and Convention Association’s (ICCA) Global Ranking Report.

National research commissioned by the Exhibition Association of Southern Africa (EXSA) shows that exhibitions in South Africa now account for an average 49% of total venue revenue with continued growth of between 7.5% and 10% annually.

“Cape Town and the Western Cape has an established a reputation as an international conference and incentives destination and the improvements being made for the 2010 World Cup will consolidate this. But our greatest endorsement is the estimated 35% of business travellers and conference delegates who return to visit our destination again as leisure travellers,” says Gilfellan.

According to the 2007 EIBTM report, “In terms of number of meetings, the USA and Germany are the number one and two countries respectively. In terms of conference cities, eight out of the top 10 are destinations located in Europe, including three newcomers in the top 10: Prague, which is eighth, and Copenhagen and Lisbon, which share ninth place”.

The global outlook for the meetings and incentives industry for the next year is influenced by macro-economic indicators such as the cost of oil that affects the price of air travel, currency fluctuations and property prices.

But according to the EIBTM report, there are also a number of key trends experienced by the industry worldwide that are expected to have a considerable impact on the industry.

These are being quoted to be:

• The growth in low-cost long-haul airlines entering the market
• Green/environmental issues – creating pressure on individuals and organisations to travel less often or apply carbon offset for their travel
• Corporate social responsibility – encouraging use of destinations where they can contribute to the local area and population beneficially
• The growth in travel from emerging markets
• The change to US passport rules earlier this year – expected to result in more US citizens with passports and therefore a higher percentage finding it easier to travel outside North America
• The rapid pace of development in hotels, venues and infrastructure which could result in more competitive pricing and, in turn, increased demand.