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Western Cape works on plan B to keep business events industry in demand

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The new hybrid format involves delegates attending both physically and virtually.
The new hybrid format involves delegates attending both physically and virtually.
holgs/Getty

The role of destinations in hosting business events will most certainly change, according to Corne Koch, head of the Convention Bureau at Wesgro (the Western Cape Investment and Trade Promotion Agency).

Business events consist of meetings, incentives, conferences and exhibitions, formerly referred to as the MICE industry. It has been severely hit by lockdown regulations. 

"As destinations we need to become more actively involved in developing meetings and concepts, building new partnerships, and serving geographically smaller, but deeper markets and with a domestic focus. Strong professional engagement opportunities would be another key focus by which destinations could play a role," said Koch.

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