Africa: A Market Ripe for Association Growth

The African Agenda 

The global conferencing landscape is shifting, and Africa is emerging as an essential destination for association conferences. While Asia, the Middle East, and India have historically been key growth markets, Africa now presents unparalleled opportunities for associations looking to expand their reach, grow membership, and make a lasting impact. 

At K.I.T. Group – African Agenda in Cape Town, we not only organise conferences but also enable associations to thrive in a rapidly evolving global environment. With deep expertise across the continent, we are uniquely positioned to help associations tap into Africa’s vast potential. Here is why Africa should be at the top of the agenda as a conference destination. 

Africa: A Market Ripe for Association Growth 

Africa is experiencing significant population and economic growth, making it an ideal destination for associations seeking to expand their operations. Africa’s economic growth is projected to outpace many other regions, with GDP growth predicted to be 3.7 – 4% in 2025 and growing to over 4% thereafter, driven by a young and expanding workforce, urbanisation, and investments in infrastructure and technology. 

The African Development Bank’s 2024 Macroeconomic Performance and Outlook report projected that 11 of the world’s 20 fastest-growing economies would be in Africa. Some of the world’s fastest-growing cities are in Africa, including Abuja, Dar es Salaam, Luanda, Addis Ababa, and Nairobi. According to the United Nations, the continent’s population is expected to reach approximately 2.5 billion by 2050, effectively doubling its 2020 figure of around 1.34 billion.  

This means that by 2050, more than 25% of the world’s population will be African. The economic growth and the growth of Africa’s middle and upper-middle classes are significant drivers of increased demand in many areas, including greater demand for platforms to exchange ideas, foster innovation, and attract investments. This growth also creates new opportunities for associations to establish a presence and attract new members.  

Membership in African medical associations is growing, but it varies significantly compared to other regions. Europe and North America often have higher membership rates in medical associations due to more established healthcare systems and professional networks. African medical associations often emphasise advocacy for healthcare access, professional development, and addressing communicable diseases. In contrast, associations in developed economies may focus more on advanced medical technology and non-communicable diseases. 

Medical associations in Europe and North America have not necessarily reached “saturation point,” but they are well-established and highly developed and perhaps have limited scope to attract new members.  

Many associations have yet to explore Africa beyond southern Africa. However, there is immense potential across the continent, from Rwanda to Senegal, Morocco to Mozambique. Associations that have successfully expanded into Asia-Pacific and the Middle East must now consider Africa the next frontier. 

Facing the Realities 

As Africans ourselves, we would be remiss not to recognise that there are areas of concern as well. South Africa faces electricity shortages, and the country regularly experiences “loadshedding” to relieve demand pressures. Extreme poverty and extreme wealth live side by side in some of the most unequal countries in the world. The storied economic growth is sometimes off a very low base. Infectious disease outbreaks such as Ebola and Mpox cause concern among international delegates. 

But all of these challenges present opportunities as well. Almost every venue, location, and hotel in South Africa that is even tangential to tourism has a loadshedding backup – be it a generator or solar. Our conference communications are quick to act when a health issue comes up on delegates’ radar with well-researched information and a reassuring message. Conference legacy programmes can make a concrete difference in the African context. 

Despite the challenges Africa presents, it also serves as a powerful invitation for us all in the conferencing sector to innovate, address real-world problems, and rise above them with impactful solutions.  

Local Expertise in High-Demand Sectors: tech and innovation, energy and renewables, healthcare, and transport and infrastructure 

Africa is not just a growth market—it is also home to professionals, researchers, and clinicians with unique expertise in fields that matter to global associations. 

• Medical and Healthcare: Africa, particularly Sub-Saharan Africa, bears a disproportionately high burden of disease compared to other regions. This is primarily due to the prevalence of communicable diseases such as malaria, HIV/AIDS, and tuberculosis, as well as maternal, neonatal, and nutritional conditions. In contrast, many other regions around the world have shifted towards a higher burden of non-communicable diseases (NCDs) like cardiovascular diseases and diabetes. Africa is also experiencing a rise in NCDs, creating a “double burden” of disease as it tackles both communicable and non-communicable health issues. African clinicians have unparalleled experience managing healthcare in low-resource settings, and doctors and researchers are eager for opportunities to present their work at international conferences. 

• Engineering, Green Energy, and Agriculture: Africa faces pressing infrastructure and sustainability challenges, driving demand for innovation in engineering, renewable energy, and food production. Associations in these sectors can engage with a population actively seeking and implementing transformative solutions. 

Bringing association conferences to Africa allows for knowledge exchange and collaboration with professionals who bring firsthand experience and innovative solutions to global challenges. 

Facilities and Infrastructure Are Up to Par 

Africa is already equipped to host world-class conferences. Improved infrastructure, such as upgraded convention centres (Rwanda, Kenya, Tanzania, Uganda, Ethiopia, Senegal, Egypt, Tunisia) and better transport networks, make African cities more attractive for international conferences. Other conference needs are in place, such as up-to-date AV and IT, high-quality hotels, international groups, and well-connected airports. Direct flights to Europe, the US, and the Middle East make Africa a viable long-haul destination with minimal time zone differences. 

Regional integration efforts like the African Continental Free Trade Area (AfCFTA) encourage collaboration and knowledge-sharing across borders. The World Bank has been actively supporting regional integration and economic development in Africa and has identified the need to develop conferencing capacity, initially through the establishment of convention bureaus and then capacity building. Countries that have made significant strides in capacity are Rwanda, Uganda, Kenya, and Mozambique.  

For associations concerned about accessibility, Africa is more connected than ever. The ability to host large-scale international conferences is no longer a challenge but an opportunity. 

Sustainable and Accessible Conferences 

Sustainability in conferencing is about more than reducing carbon footprints—it’s also about ensuring the long-term viability of associations. 

• Sustainable Growth: Associations that fail to grow risk stagnation. Africa provides an opportunity for long-term, sustainable expansion by engaging with a young, rapidly growing population eager for professional development. 

• Environmental Responsibility: Conferences in Africa can incorporate sustainable practices such as carbon offset programs, eco-friendly venues, and responsible travel initiatives. European associations, in particular, can take advantage of short-haul flights that minimise environmental impact. 

• Accessibility for African Delegates: Hosting conferences in Africa ensures that African professionals, researchers, and students can participate without financial or visa-related barriers. Making conferences more accessible to African delegates strengthens global knowledge-sharing and fosters inclusion. 

The K.I.T. Group – African Agenda Advantage 

The Cape Town office has been at the forefront of conferencing in Africa since 2005. With experience across South Africa, Mozambique, Tanzania, Senegal, Rwanda, Morocco, and beyond, we offer unmatched expertise in organising seamless, impactful conferences on the continent. 

Collaboration with our global network ensures that our clients benefit from multilingual support and a deep understanding of regional nuances. We can cover southern, eastern, and western Africa from the Cape Town office, while our colleagues in the Middle East offices provide additional support for North Africa. With twenty-two languages spoken across our locations, we can ensure smooth communication and execution for our international association clients. A recent example: AORTIC 2023, the International Conference on Cancer in Africa, hosted biennially by the African Organisation for Research and Training in Cancer, was held in Dakar, Senegal. Account, financial, programme, and technical management originated out of the Cape Town office. In collaboration, a French-speaking team from the Berlin office handled bilingual marketing, logistical arrangements and destination management.  

Africa Is Ready—Are You?  

As the world looks toward new markets for association growth, Africa stands out as a region full of opportunity. With a rapidly expanding professional base, essential conference infrastructure, and a commitment to sustainable development, Africa is ready to take its place on the global conferencing agenda.  

Africa is the destination of the future for associations looking to expand membership, increase conference attendance, and engage with a dynamic new audience. With K.I.T. Cape Town’s proven expertise, associations can confidently enter this market.  

By embracing this emerging market, associations position themselves for long-term success and contribute to the continent’s knowledge exchange, professional development, and innovation. The future of association conferences is unfolding in Africa – now is the time to be part of it.