CIBTM (www.cibtm.com), China’s leading meetings, incentives and business travel exhibition, has announced the launch of a dedicated Africa Pavilion at the 2013 edition of the event. The pavilion has been introduced following an increased demand from Chinese buyers seeking to place outbound MICE business with African suppliers.

Post show research conducted following CIBTM 2012 confirmed that the volume of Chinese travellers entering Africa in 2012 had increased by 40% in comparison to 2011. Research also confirmed that 70% of Chinese groups travelling to Africa were doing so for business purposes and Kenya, Egypt, Tanzania and Angola were identified as the top 4 regions that Chinese buyers were interested in placing business in.

The Africa Pavilion will provide an area on the show floor for suppliers to showcase their products to over 4,500 meetings industry professionals and 450 high level Hosted Buyers who are expected to attend the event. Suppliers exhibiting in the pavilion will also be provided with a pre-scheduled diary of appointments with Hosted Buyers who have expressed interest in placing business in Africa.

Jeffrey Xu, Reed Travel Exhibitions, CIBTM Project Manager commented, “We are delighted to be introducing the Africa Pavilion to CIBTM for the first time this year. The decision has been made due to the increased demand for African exhibitors that we have witnessed from our Hosted Buyers in recent years, with many specifying an interest in Africa as a destination for meetings and incentive trips.

“We also have a number of additional business and networking opportunities planned for African exhibitors, further facilitating the business links between the two destinations. Exhibitors will also receive additional support in terms of marketing and exposure, increasing value and return on investment,” concluded Xu.