While Africa has long been celebrated for its natural beauty and cultural diversity, it’s now becoming a hotbed for international conferences, conventions and corporate gatherings. The statistics are compelling – a staggering 78.2% increase in tourism arrivals to South Africa in the first half of 2023 compared to the previous year, with business spending constituting 43% of the overall tourism contributions. Beyond economic statistics, this trend has far-reaching effects. It stimulates job creation, empowers local communities, and bolsters various sectors, from hospitality to transportation. In the article, Devi Paulsen-Abbott, Chairperson of the Association of African Exhibition Organisers, lists the key drivers behind this growth.