Shaping the Narrative of Business Events in Africa

Few names resonate as firmly in business events as that of Rick Taylor, who has played a pivotal role in shaping Africa’s business events industry. With a career that spans decades, his contributions have left a permanent mark on the industry, shaping the narrative of business events as powerful catalysts for economic growth and development across the continent. As the driving force behind The Business Tourism Company, his visionary approach has transformed the perception and potential of meetings, incentives, conferences, and exhibitions across the continent.

After an early career in advertising as managing director of several agencies in Johannesburg, South Africa, his move to Cape Town in the 1990s was the catalyst in his journey, taking an essential turn into tourism. Acquiring and marketing the Hout Bay Manor Hotel led to his appointment as the first CEO of Cape Metropolitan Tourism. This role created a pioneering tourism ‘Secret Season’ strategy to turn Cape Town and the Western Cape into an all-year-round destination through business events. This vision culminated in the establishment of the Cape Town Convention Bureau and Cape Town International Convention Centre.

“The mission was to land comprehension in both public and private sector of the socioeconomic impact potential of business events within a tourism destination,” says Rick Taylor. His strategic foresight ensured Cape Town’s ascension as a global business events destination, hosting the 2004 International Congress and Convention Association (ICCA) Annual Congress for the first time in Africa, marking a milestone achievement.

Among Rick Taylor’s achievements is his transformative work in Rwanda. Scepticism abounded when The Business Tourism Company was contracted in 2013 to establish the Rwanda Convention Bureau (RCB). Rwanda, often still associated with its troubled past, was not recognised as a business events destination. However, Rick Taylor saw beyond the scepticism and laid the groundwork for one of Africa’s most compelling business events success stories.

Rwanda Convention Bureau was more than a strategic win; it catalysed national transformation. In under a decade, Kigali rose from 21st to second place in Africa’s ICCA rankings, trailing only Cape Town. Rick Taylor’s role extended beyond strategy as he is particularly passionate about capacity building and mentoring local talent, empowering them to deliver the sector’s full potential. Frank Murangwa, the convention bureau’s first appointment, has since become a key figure in the global business events sector, recently appointed Director of ICCA Africa.

Rick Taylor’s recent endeavours in Uganda exemplify his ability to galvanise diverse stakeholders. Tasked with professionalising the Uganda Convention Bureau and establishing a strong business events sector in Uganda, his approach was to educate stakeholders about the potential legacy impacts of business events for socioeconomic transformation in local communities. The convention bureau is collaborating with stakeholders on a proactive bidding agenda to attract meetings to the recently opened international-standard convention centre at Speke Resort and other market-ready venues in Kampala.

“Once the leadership understands the theory of business events, it’s all systems go. Uganda’s public and private sector are aligned with the vision for business events articulated in the national meetings, incentives, conventions and events strategy.”

Expanding horizons across Africa  Rick Taylor’s work reveals a commitment to long-term impact. In Kenya, his efforts laid the foundation of a convention bureau, although political changes temporarily stalled progress. Similarly, projects in Ethiopia and Tanzania highlighted these nations’ potential, even as leadership shifts have created temporary hurdles.

His contributions helped position Senegal as a rising star in West Africa’s business events sector. Its dynamic culture and developing infrastructure signal a bright future, though Rick Taylor is quick to caution that success requires patience, sustained effort, and a programme to upskill professional stakeholders.

“When you think about building a business events destination, you have to look at an infinite horizon; what impact will business events have on the city or country 50 years in the future? How have we in the public and private sector harnessed its potential?”

Mozambique’s political and economic landscape is currently somewhat complex, but Rick Taylor remains optimistic about its potential, likening the process to planting seeds that will yield returns over time.

“With a strong national strategy for meetings, incentives, conferences, and exhibitions already in place, Mozambique will soon establish its Convention Bureau. There will be hiccups, undoubtedly, but the vision is in place.”

Throughout his career, Rick Taylor has championed that business events are far more than a niche sector; they drive economic and social development. His work consistently underscores the role of convention bureaux as conduits connecting government, industry, and local communities. By fostering ecosystems that support job creation, skills development, and investment, he has demonstrated that business event activities can catalyse broader societal benefits. Educational reform is a particular area where his impact is evident. In Rwanda and Uganda, universities incorporate business events-focused curricula, recognising the sector’s growing importance. This ripple effect illustrates the multifaceted value of Rick Taylor’s work.

One of Rick Taylor’s superpowers is his ability to tailor strategies to the special needs of each destination. His supermarket analogy encapsulates this approach, where each country offers a distinct ‘product’ to attract global buyers. By leveraging a destination’s built-in strengths, he ensures that his strategies are effective and sustainable.

As Africa’s business events sector evolves, Rick Taylor foresees a shift in the balance of power. He predicts cities like Kigali in Rwanda could challenge Cape Town for the top ICCA rankings within the next five years, driven by their ambitious and innovative approaches. However, he cautions that maintaining momentum requires constant innovation and collaboration.

“Cape Town has its beauty and assets, but if it doesn’t keep at it, Rwanda’s hunger and ambition could see Kigali take over.”

Through his company, Rick Taylor has elevated Africa’s standing in the global business events industry while demonstrating the sector’s potential to drive transformative change. By unlocking opportunities across the continent, he has set a benchmark for what can be achieved with vision, perseverance, and an unwavering commitment to excellence. As Africa’s business events narrative unfolds, Rick Taylor’s contributions are a reminder that success is not measured merely in rankings or revenues. It is calculated in the lives changed, the opportunities created, and the futures imagined.

The Business Tourism Company is an African-based international tourism consultancy that has been active throughout Africa for two decades. Led by Rick Taylor, the consultancy specialises in destination development, management and marketing strategies in approximately 30 destinations in Africa, Europe, Australia, the Middle East, Asia and the Caribbean. www.thebusinesstourismcompany.co.za