How is the trade fair business developing in Africa, and what is expected in 2023?
That was one of the key questions for one of our clients in the sector. To answer this, we looked at the number of active trade fairs in the continent in 2022-2023. The top 4 countries, South Africa, Morocco, Kenya, and Nigeria, comprise almost 50% of all 455 trade shows. It is essential to know that African countries are non-homogenous, which is reflected in each country’s specific trade fair portfolio. Exhibitions range from food, packaging, construction, automotive, industrial goods, healthcare, and mechanical engineering, among other vital industries in Africa.
africon provided our client with a comprehensive overview of the market, multi-country analysis and prioritization, and strategic recommendations for future sales efforts on the continent.