Transformation. Pride. Hope. These words were repeated over and over by organizers and exhibitors at Meetings Africa, held at the Sandton Convention Centre in Johannesburg in February. For visitors, the mantra captured the spirit that has spread throughout South Africa's 15-year-old democracy. It was a spirit that infused all aspects of society and business, including meetings, conventions, and tourism.

Meetings Africa, acquired by South African Tourism (SAT) last year, was a prime example of these three words at work. The show was transformed into one that reflected SAT's prime goal of attracting international business; the product was presented with pride, and the hope was for future growth.

"Business Unusual" was the main theme, supported by the 235 exhibitors who represented everything from large convention spaces and luxury business hotels, to elephant-back safaris and balloon rides over game preserves. The three-day event attracted 2,700 attendees, including 77 hosted buyers from the United States, Canada, Australia, Saudi Arabia, Sweden, Spain, Italy, Belgium, Poland, Hungary, India, Argentina, the Netherlands, Britain, France, and Germany.

Each day was filled with scheduled appointments with exhibitors such as Kruger National Park and Phalaborwa, a town at the park's edge where giraffes mingle with players on the local golf course. Mornings began with informational breakfast sessions on local industry, future trends, and the government-backed Black Economic Empowerment (BEE) program, which promotes skills development, employment equity, social economic development, and the support of black-owned businesses. Evaluated with a specific scorecard, BEE is currently voluntary. It was implemented to combat the country's high unemployment rate.

Angeline Lue, general manager of business tourism for SAT, explained that a Tourism Empowerment Guide is in the works, but in the meantime "most companies can provide their BEE status in their profile. Just ask for it."

Christopher Fox, executive director of the International Association for Dental Research (IADR), headquartered in Virginia, noted, "This was very enlightening. When we bring our 2014 meeting to South Africa, we will take BEE into consideration. Our organization wants to have a positive impact on the community. Not only are we concerned with improving the research infrastructure, we want to help the local economy and address social issues."

The gathering kicked off with a party at the elegant Summer Place, once home to an Italian business magnate and now available for special events. Guests munched on chicken skewers, smoked salmon, and lamb chops, sipped luscious South African wines, and danced to a variety of live entertainment.

Gwynn Breckenridge, CMP, meetings director, IADR, said the meeting opened her eyes to new options. "We came here thinking Cape Town was the only possible venue for our 2014 meeting, but it turns out Durban could also do it. By coming here, I was able to pick up lots of new ideas."

Between appointments, buyers popped into the uniquely named G Spot, an interactive stage operated by production company Gearhouse South Africa, which presented a variety of South African motivational speakers and entertainers, and the Business Lounge, decorated with exquisite, locally made art. Evenings were spent dining at inviting properties such as the Westcliff Hotel, a stunning, colonial-style Orient Express operation. Off-site activities included a visit to local diamond producer African Romance, where visitors shopped at discounted prices.

The warm hospitality at Meetings Africa, combined with an offering of intriguing conference and post-conference possibilities, made planners such as Breckenridge happy to recommend the show to other buyers. "The exhibitors were extremely helpful and flexible," she noted, adding, "They weren't competitive with each other. Instead, they just wanted to make it work for you." At Meetings Africa, it truly was business unusual.

Pre- and Post-trip Highlights

JOHANNESBURG AND SUN CITY

• The Apartheid Museum, Soweto. An uncompromising account of events that led up to Nelson Mandela's release from prison in 1990 and the subsequent introduction of democracy in 1994. Available for events. www.apartheidmuseum.org
• The Hector Pieterson Museum Heritage site, Soweto. Location of the June 16, 1976, protest march that launched the battle against apartheid and took the life of 13-year-old Hector Pieterson.
•  Moyo, a restaurant that features dishes such as butternut squash and ostrich. The chain has large facilities in Johannesburg (capacity 1,000) and Stellenbosch (outdoors on the Spier wine estate). www.moyo.co.za
• Sun City resort complex, including the opulent Palace of the Lost City. Can handle meetings of up to 1,300. www.suninternational.com
• Bill Harrop's Original Balloon Safaris, a two-and-a-half hour drive from Johannesburg on the way to Sun City. www.balloon.co.za
• Pilanesberg National Park, game drives to see rhinos, leopards, lions, buffalos, and elephants. A lion rescue and breeding facility. An elephant-back safari. Pick up at Sun City. www.gametrac.co.za

CAPE TOWN

• The downtown Cape Town International Convention Centre, capacity of up to 7,000, is across the street from the 483-room, five-star Arabella Westin Grand hotel. www.ctconvention.co.za
•  Robben Island, where Nelson Mandela was incarcerated for 18 years, can be reached by ferry from the bustling Victoria and Albert Waterfront. www.robben-island.org.za
• Table Mountain National Park, home to a colony of 3,000 African Penguins, and the Cape of Good Hope. www.tmnp.co.za

Contributing Editor Maureen Littlejohn is a freelance writer in Toronto.