Glenton De Kock, Chief Executive Officer of the Southern African Association of the Conference Industry (SAACI), has praised Africa’s growing visibility and confidence at IBTM World 2025 in Barcelona, noting that the continent is increasingly demonstrating its strength as a world-class meetings and events destination.
Speaking to VoyagesAfriq at the trade show, De Kock said he was delighted to witness how African destinations are presenting themselves with unity and competitive energy on the show floor.
“Africa’s got a strong presence,” he noted. “I think the ability for Africa to sell in two ways. One, the human side of what we do with our world-class venues, and coupled with that, our skilled professionals in the manner in which we deliver the events.”
He stressed that the continent’s success in the MICE market lies in the unique blend of high-standard infrastructure and authentic cultural experiences – a combination that cannot be replicated elsewhere.
“The core for Africa is the ability to match our wildlife experiences with our community experiences,” he explained. “And coupled with that, as I said earlier, world-class venues – venues that make memories for delegates.”
He also highlighted the importance of collaboration among African destinations, saying that the shared progress on display at IBTM reflects a sector that is maturing and positioning itself to compete globally.
“To see the growth of Africa on the floor, to see how we co-compete and how we sell each other as a destination helps when we’re talking about the meetings and events sector,” he said.
De Kock also believes the momentum gained at events such as IBTM Barcelona is proof that Africa is steadily carving out the recognition it deserves.
“It is important that Africa takes its rightful place within the meetings and events sector across the globe,” he affirmed.
