South Africa is positioning itself in the association bids arena as the country’s body unveils a partnership with convention bureau consultants Gaining Edge.

The announcement at EIBTM in Barcelona comes as South African National Convention Bureau unveiled a campaign accompanied by a new website to introducie meeting facilities and opportunities to international delegates as well as event planners.

The campaign is also aimed at transforming the ‘crying child’ image of Africa into one that personifies a ‘bold new continent’, says South African National Convention Bureau executive manager, Amanda Kotze-Nhlapo.

“It’s now an effort by ourselves with city convention bureaus across South Africa working together to make this place some where that is easy to host your meetings,” Kotze-Nhlapo told a press conference and EIBTM.

Thulani Nzima, South Africa Tourism’s CEO, said in a keynote address that Gaining Edge’s sales representatives in Europe will ensure that vital markets where associations have their headquarters will be covered.

Nzima told CEI Asia that the success of Asia-Pacific destinations such as Australia, Singapore, Malaysia and lately Fiji in attracting association and business event gatherings will be emulated by South Africa.

He pointed to the success of international conferences such as the International Aids Conference that took place in 2000 , and its return in 2016 and which will be taking place in Durban. The Young World Summit, or ‘Young Davos’ as CNN described the event, has been held up as another example along with the hosting of the Fifa soccer world cup.

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