According to the WTTC’s Economic Impact Report, travel and tourism is expected to grow at a 7.6% annual rate over the next decade, far outpacing the country’s overall economic growth rate of 1.8%. The events and exhibitions industry, a subset of this sector targeting business travellers, is set to match this growth, creating more than 800,000 jobs by 2032.
Youth unemployment is a huge problem in South Africa. But more relief could be coming from the rapidly growing events and exhibitions industry, as business tourism ticks up in step with a healthy return of leisure visitors to the country.
The Association of African Exhibition Organisers (AAXO) has issued a clarion call for immediate action to harness the transformative economic power of exhibitions, as South Africa heads into peak events season on the business calendar.
‘It is crucial to recognise that while Tourism Month celebrated our vibrant culture and heritage, the exhibitions sector is a vital engine for job creation and economic renewal. With youth unemployment reaching 60.8% in the second quarter of 2024, the need for effective job creation strategies has never been more urgent,’ said AAXO chairperson Gary Corin.
Exhibitions and events stand as powerful economic drivers, offering significant employment opportunities and skill development, particularly for our youth. To support this initiative, AAXO will soon release an Exhibitions Careers Booklet, highlighting diverse career paths within the industry for those who may not have access to traditional higher education.
The Case For Youth Employment
The exhibitions sector promotes on-the-job training, with numerous organisers, venues, and suppliers offering internships and in-service training programs. By engaging in these initiatives, unemployed youth can gain invaluable practical experience, forge essential networks, and enhance their employability – contributing not only to their personal growth but also to the economic development of our communities.
Why Exhibitions Matter
Economic growth: exhibitions attract businesses, investors, and consumers, generating substantial revenue for local economies. The global events industry contributes approximately $1 trillion annually, with South Africa’s exhibitions sector alone generating billions, benefiting local hotels, restaurants, and small businesses.
Job creation: the events sector encompasses a diverse array of roles, from event planning to hospitality. By investing in exhibitions, we can create pathways for our youth, equipping them with essential skills and enhancing their employability.
Youth empowerment: nearly 19% of Africa’s population is aged 15-24. In this age-group, unemployment averaged 56.15% for South African youth over the past decade. Exhibitions serve as vital platforms for young entrepreneurs and job seekers, fostering networking and mentorship opportunities that lead to sustainable employment.
Government initiatives, as outlined by Tourism Minister Patricia de Lille in her July 2024 budget speech, play a crucial role in revitalising business tourism and empowering communities. With a budget allocation of R2.7 billion for 2024/25 focused on domestic tourism recovery, the government is committed to ensuring that all South Africans benefit from the tourism sector.
Exhibitions represent a unique opportunity for job creation. The Tourism Incentive Programme (TIP), with R172.1 million in funding, supports small businesses in participating in trade exhibitions. This past year, TIP allocated R18 million to assist 130 small enterprises at major events, driving visibility and creating jobs.
Industry Needs To Act Now
It is crucial for stakeholders within the exhibitions sector to align with government objectives. By working together, exhibitions can become beacons of hope, driving economic growth and empowering our youth.
‘During October, let’s harness this momentum to transform exhibitions into powerful catalysts for job creation and economic empowerment for South Africa’s youth,’ urged Corin. ‘We invite you to join us in this essential mission. Together, we can unlock the potential of exhibitions to create a brighter future for both our youth and our economy.’
AAXO
www.aaxo.co.za
