South Africa Cape Town and Durban: Next winners of the Mice League

As far as MICE is concerned, everything really started with the Earth Summit in Johannesburg in 2002. And while today the country only represents around 1 % of the global business tourism market, 7 % of its visitors come here to work. A stimulating figure, since a Mice traveller spends on average three times more than a leisure traveller. Cape Town is therefore learning to navigate as a leading destination for international conferences. In 2009, the city moved up from 37th to 35th place in the world according to the ICCA (International Congress and Convention Association), which predicts a bright future for the city, with a possible eighth place finish within ten years. In any case, UK Conferences and Incentives (C&IT) magazine has already awarded it the prize for best incentive destination.
 For Cape Town, things really took off in 2003, with the opening of the Cape Town International Convention Centre, all bay windows overlooking the sea. In the 2008-2009 financial year, the CTICC achieved a turnover of 119 million rand (11.9 million euros), hosted a total of 629 events and welcomed its three millionth visitor. To date, the CTICC has already contributed 11.8 billion rand (€1.18 billion) to the national GDP," explains Zeenat Parker, head of corporate communications, "and this is expected to rise to 17.3 billion rand (€1.73 billion) over the next five years".

The French are much more present

A sure sign that the international clientele is beginning to diversify. "Even though the British and Germans are among our leading customers, the French were much more present in 2009 than before. And we hope that this market share will continue to grow," says David Frandsen, Executive Director of the Cape Town Convention Bureau. The advantages are certainly there. Firstly, there is no time difference between France and South Africa. Secondly, the destination has strong tourism potential. "Thirty-five per cent of participants at a Mice event extend their stay," points out David Frandsen. Why do they do this? Because the landscapes are splendid, on both the Indian Ocean and the Atlantic, because the wine route is marvellous, because the climate is ideal, because South African culture is fascinating, because the hotels are very upmarket and the airport international. In all, 22 international airlines offer direct flights between Cape Town and London, Munich, Frankfurt and Amsterdam, as well as Asia and the United States," adds David Frandsen. Our strength lies in being a first-class destination on an emerging continent." For several years, Cape Town had the advantage over Durban of offering direct flights to numerous foreign destinations. "Now, with the opening of King Shaka Airport in Durban in May, we will certainly be receiving more international conferences. Even if it will be difficult for us to measure the impact quickly, as bookings are made four or five years in advance", explains Sandra Le Brasse, in charge of corporate affairs at the Durban International Convention Centre.

 This huge complex, whose original building, constructed in 1996, was one of the very first multi-purpose conference centres in Africa, remains today one of the most advanced on the continent. All the more so since an arena with a capacity of 10,000 people was added in 2007. "It's also this very large capacity that enables us to remain in competition with Cape Town," adds Sandra Le Brasse. For major events, the entire site, stretching over several streets, can even be blocked off and secured by the municipal police. The economic impact of the ICC on the GDP of the city and region of Durban is also crucial. In the 2008-2009 financial year, the CCI's contribution to national GDP is estimated to have exceeded 2 billion rand (€20 million). "The aim is to increase profitability so that we can continue to create jobs and support the city's economic dynamism, while offering competitive services and, above all, an unbeatable 'meeting experience'," continues Sandra Le Brasse. This is why a sum of one million rand (100,100 euros) was recently invested in staff training. And it's working! In 2009, at the height of the recession, more than 4,000 jobs were created indirectly.

Alongside the major reserves

Although the province of KwaZulu-Natal is still the leader in national tourism, promoting Durban internationally remains a daunting task. "Durban remains a little-known city, despite its proximity to major nature reserves and the magnificent tropical beaches of the Indian Ocean. "Our strategy is above all to promote South Africa as a flagship destination, and to compete only with the major foreign Mice cities," concludes Sandra Le Brasse.