Africa has long been a popular destination for incentive travel, but with the continent increasingly regarded as a key development region for business, a deeper look is required to fully understand Africa as destination for a full range of meetings and events. American Express Meetings & Events, as part of an ongoing effort to provide meeting professionals with timely and relevant industry research, conducted a study to understand the meetings and events market activity and outlook in Africa.

This study provides a view into perception and intentions among corporate and supply-side meetings professionals. It also includes perceptions of specific regions of Africa and the impact of these perceptions on the selection of Africa as a destination. The ultimate goal of this study is to inform the meetings community regarding the factors impacting the selection of Africa as a destination and help provide additional insight on the market as a meetings destination as Africa rises in prominence on the global business stage.

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