December 19, 2003
By Lucille Davie
JOHANNESBURG is the country's top exhibitions venue, landing more than half the number of all exhibitions held in South Africa, and way ahead of rivals Cape Town and Durban.
The Johannesburg Tourism Company says that research shows that of the 1 900 exhibitions held in South Africa every year, 51 percent are held in the Johannesburg/Midrand area, with Cape Town taking 15 percent of exhibitions, and Durban coming in at 11 percent.
A strategic alliance has just been signed between the Johannesburg Tourism Company and the Exhibition Association of Southern Africa (Exsa), with the aim of promoting Johannesburg as a prime destination for national and international exhibitions, conventions and special events.
"More specifically, the strategic alliance will promote Johannesburg as an exhibition-rich city," says the company in a statement.
Both parties to the alliance see the major challenge as encouraging tourists to stay in Joburg from an average of three days to five days.
"Key to this is the staging of world class exhibitions and convincing business and holiday tourists that they cannot crowd the many unique tourist attractions in Johannesburg into two or three days before they go off to other cities or game reserves."
To this end both parties will be pooling their research efforts. Both see international exposure for the city as vital.
"The Johannesburg Tourism Company has important contacts internationally and sends representatives to the international tourism, convention and exhibition industries' big events overseas," says Carol Weaving, Exsa chairman.
Because of these contacts, the company gets to know of exhibitions long before they become public knowledge.
The company will be given free booth space at all relevant exhibitions organised by Exsa members, as well as receive exposure in Exsa publications.
"These are ideal platforms for promoting tourism to Johannesburg," says Deon Viljoen, CEO of the Johannesburg Tourism Company. "We will be showing Johannesburgers how much there is of interest in their own region and just why they should encourage friends and relatives to spend more time in our city."
Weaving is hoping that through the alliance, incentive trips, including possible discounting of air tickets, preferential accommodation and car hire rates, will be available for delegates, visitors and exhibitors.
Exsa recently held their first prestigious awards evening where three exhibitions held in Johannesburg - Media Tech Africa at the Sandton Convention Centre; Decorex 2003, and Bridex SA 2003 at Gallagher Estate - walked away with first place in their respective categories.
Johannesburg recently scored a hit with the hosting of the first Chinese Machinery and Electronic Products Fair, held at the Sandton Convention Centre, where more than 150 Chinese companies exhibited their products. The Chinese Embassy had recommended the venue, and the organisers of the exhibition were very happy with the results. More than 4 000 visitors attended the fair, and resultant contracts totalled $28-million.
Viljoen concludes: "Johannesburg is already the premier exhibitions city in South Africa and there is no doubt in my mind that our strategic alliance with Exsa will grow both the exhibitions sector and the tourism sector by attracting more local and overseas visitors to Johannesburg and persuading them to stay in the city for at least five days at a time."
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