When discussions turn to Africa’s small and medium-sized enterprises (SMEs), the conversation almost always lands on the same subject: funding. Access to finance is a persistent problem but treating it as the defining obstacle misses something bigger. Most businesses aren’t held back by capital alone. They’re held back by a lack of access to buyers, to distribution networks, to strategic partners, and to the international markets where real growth occurs.

The African Continental Free Trade Area (AfCFTA) is gradually changing the trading environment, but opening borders doesn’t automatically connect businesses with the opportunities on the other side. The question is no longer whether opportunity exists, but how we can get more businesses in front of it.

Part of the answer lies in live exhibitions and trade shows. At RX, we run over 400 recurring events across 43 sectors in 22 countries, giving us a rare perspective on how businesses succeed in the right environment. What we’re also seeing consistently is how exhibitions are evolving from marketing platforms into one of the most effective and practical tools available for accelerating SME growth at scale.

Closing the access gap

For decades, exhibitions were regarded primarily as brand-building exercises. Useful for visibility, but peripheral to serious commercial strategy. That perception no longer holds, and the numbers from our own portfolio make the case: 70% of RX exhibitors are SMEs arriving to engage directly with decision-makers, test new markets, and accelerate relationships that might otherwise take years to build through conventional channels.

Zooming out, UFI’s 2026 Global Exhibition Industry Statistics confirms Africa’s exhibition industry attracts around 2.1 million visitors and 45,000 exhibiting companies annually, generating an estimated €1.3 billion (approximately US$1.5 billion) in economic output and supporting more than 21,000 jobs across the continent. Those figures speak to the industry’s scale, but they don’t fully capture what happens in the spaces between stands, in the scheduled meetings and corridor conversations where commercial relationships are actually forged.

The value of a single well-placed conversation should not be underestimated. A brief exchange between a supplier and a regional distributor can open the door to an agreement, an export contract, or an investment relationship that changes a business’s trajectory entirely. For an entrepreneur who has exhausted local demand, that is not just useful, it’s transformational.

Funding alone isn’t enough

This dynamic is especially significant in Africa, where access challenges run deeper than balance sheets. The informal sector accounts for nearly 40% of the continent’s GDP, according to the African Development Bank’s African Economic Outlook 2026. Many of these businesses will never access traditional funding channels, but they can still benefit enormously from direct exposure to customers, buyers, and commercial networks, and that is precisely the gap trade events are positioned to help close.

Funding gaps are vast and well-documented, which is precisely why access infrastructure matters so much. The global shortfall for formal SMEs stands at US$5.7 trillion, according to the Alliance for Financial Inclusion. Africa’s share is estimated at approximately US$331 billion. In South Africa, a market with a relatively sophisticated financial system and strong levels of private sector credit, the gap is believed to sit between R350 billion and R386 billion.

These numbers are often treated as the whole story. But they only tell half of it. Even where financing gaps close, a business with no route to buyers, distributors or export markets still won’t grow. Capital without customers is inert. Growth rarely happens in isolation. It happens at the point of connection, and that is the piece the finance conversation consistently leaves out.

Supporting Africa’s growth agenda

Across Nigeria, Kenya, and South Africa alone, there are an estimated 52 million SMEs contributing up to 50% of national GDPs and employing as much as 93% of the workforce in some markets. These businesses are the backbone of African economies, driving innovation, creating jobs, and supporting local communities. Yet many continue to struggle to scale.

Africa’s entrepreneurs are not lacking in talent or determination. What many lack is the infrastructure of opportunity – the channels, networks, and platforms that connect potential to growth.

Exhibitions are not a panacea, and we don’t position them as one. They do not replace the need for better financing mechanisms, improved infrastructure, or more enabling policy environments. But they offer the ability to bring entire business ecosystems into a single space, at a single moment, at scale, which is something no funding programme or regulatory reform can fully replicate. The trade show floor has always been where business relationships begin. Increasingly across Africa, it is also where the continent’s SMEs are finding their next customer, their first export order, and their path to growth.

Corporate Traveller, the corporate travel brand of the Flight Centre Travel Group, has launched a free SME toolkit available online to any small and mid-size business looking to kickstart their business travel programme in 2022.  

According to Oz Desai, GM Corporate Traveller, SMEs are leading the business travel sector’s recovery around the globe – and for good reason:

“Business travel is about solidifying relationships, getting things done and growing one’s business. SMEs are travelling because they can’t afford not to. A business’s competitive edge is often reliant on building relationships with suppliers or partners through more face-to-face meetings, negotiating deals, and exploring opportunities – all of which is very difficult over Zoom.”

According to Desai, smaller companies are also a lot nimbler and more flexible when it comes to international travel, with many ready to travel as soon as destinations opened.

But travel has changed post Covid-19.

“While SMEs are getting back on the road, increasingly, they’re looking to do it with the support of a travel advisor. We’re seeing a shift from unmanaged, do-it-yourself travel bookings to more managed travel – including putting formal travel polices in place and taking a more considered approach to risk management and duty of care obligations.” 

The SME toolkit is hosted on Corporate Traveller’s website –  www.corporatetraveller.co.za – with an easy link to sign up for news and information.

Each month, Corporate Traveller will release a new chapter, covering topics such as:

•           The limitations of unmanaged, DIY-travel,

•           How to craft the perfect travel policy,

•           Where to find savings without compromising traveller safety, and

•           Sustainability and your travel programme.

The toolkit includes a Smarter Savings Guide; 5 Quick Wins to Save Money; How to Offload your Travel Admin; tips on what to look for in a TMC; and so much more. 

“We have taken a close look at exactly what SMEs need right now and developed a simple toolkit, packed with plenty of information and tips, to support their return to business travel,” concludes Desai.

What makes these small businesses less risk-averse when it comes to business travel? According to Oz Desai, GM Corporate Traveller, there are a number of reasons SMEs are taking the lead in terms of business travel, chief among them? They need to.

“It was United CEO, Scott Kirby who said, ‘Business travel is about relationships; it is not about transactions,’” says Desai, “And he’s 100% correct. SMEs are travelling because they can’t afford not to. There is no financial buffer or rainy-day fund. They need to get back to normal. A business’s competitive edge depends on building relationships through face-to-face meetings, negotiating deals, and exploring opportunities – all of which is very difficult over Zoom.”

Of course, it helps that smaller companies are a lot nimbler and less hamstrung by travel policies, company-wide travel bans, pre-trip approvals or debate around what constitutes ‘essential travel’.

Danny Lau, Managing Director Kam Pin Industrial (Hong Kong) Limited, speaking at a CAPA Live event on 09 June, commented that, “SMEs will start to travel before the large corporates because corporates will have a more sophisticated plan, they have to get approvals and they like to play it safer than SMEs. SMEs are more flexible – and they’re ahead of the curve to go and visit overseas clients if the location opens up for travel.”

Desai also believes that despite COVID, there is a very real appetite for travel: “For many, corporate travel remains a perk of the job. People enjoy travelling, exploring destinations and meeting new people. In fact, once travellers have their first ‘post-lockdown’ business trip under their belt, they realise how safe it actually is, and anxiety around business travel begins to disappear.”  

For Desai though, this is where travel experts and TMCs can prove their worth.

“While SMEs are getting back on the road, increasingly, they’re doing it with the support of a travel advisor. The team at Corporate Traveller predicts that unmanaged travel could become a thing of the past for SMEs – as we’re seeing a significant shift from unmanaged, DIY travel to using the services of an experienced TMC.”

This is because, worldwide, the post-COVID travel landscape remains fluid. According to Desai, TMCs can help travellers select the best routes; book the best fares; source safe, vetted accommodation; and identify areas in which to make savings.

TMCs can help by:

• Putting a travel policy in place

All SMEs, no matter how small, can benefit from having a simple travel policy in place. A policy helps eliminate leakage (when staff go off-piste to self-book flights or hotels), making it easier to control costs. A TMC will help an SME design and implement a policy (incl. which fares and accommodation to book) which suits their individual needs. 

• Delivering savings

Another benefit of a TMC? Impressive buying power which helps secure the best available rates and exclusive deals – generally out of reach for SMEs with an unmanaged travel programme. TMCs can also identify areas for savings, be it using serviced apartments instead of hotels, travelling at off-peak times, or identifying loyalty schemes with airlines, hotels and restaurants. 

• Prioritising duty-of-care

Although SMEs are more flexible in terms of decision-making and the ability to get up and go, this does not mean that staff wellbeing and duty of care is not important.

“SMEs care just as much about the safety of their staff as larger multi-nationals,” says Desai, “Business travellers are entering a dynamic, ever-changing environment. As different destinations ease or reintroduce lockdown measures, regulations and requirements change. A travel expert can provide you with up-to-the-minute information and advice – as well as track your travellers to ensure they can be brought home quickly if need be.”

Of course duty of care extends far beyond COVID-19. The greatest responsibility of a travel agent is to bring their clients home safely and this includes vetting all travel service providers (airlines, shuttles, accommodation and more); evaluating the risks a traveller might face; alerting travellers to any threats, civil unrest, strikes or adverse weather events; and liaising with local embassies or consulates on the ground. A TMC can help SMEs prepare pre-trip, support travellers on-trip, and learn what worked (and what needs to be changed) post-trip.

• Bringing experience and 24-hour support to the table

By partnering with a TMC, SMEs will also have access to the latest tech. According to Desai, new-generation, AI-enhanced online booking tools are quick and intuitive, meaning travel bookers can search and book a huge range of inventory in a matter of minutes – saving SMEs valuable time and money.

In South Africa, domestic business travel has already reached 30% of pre- COVID volumes with South African SMEs leading the way. It’s now up to airlines, hotels, TMCs and other travel suppliers to support them with the product – and pricing – to meet their business travel needs.

The new ‘Associate Membership’ is aimed at providing SMEs in Travel & Tourism with the network and insights in the sector from the WTTC.

Associate Membership will include:

• Opportunity to attend the annual Global Summit (as the most important Travel & Tourism event of the year, the Global Summit is invitation only).
• Participate in a special Associate track at the annual Global Summit to enable networking and maximising business opportunities.
• Participation in the forthcoming online Associate Member Community.
• Access to WTTC’s globally respected research, including the annual Economic Impact Reports which include data of 185 countries.
• Access to WTTC thought-leadership reports and policy papers including best practices for decision-making on topics including sustainability and climate and environment action.
• Entry to WTTC’s regional Travel & Tourism events.
• Access to online content including interviews of high profile leaders.

WTTC Members are the leaders of the world’s most important Travel & Tourism companies, destinations, and industry organisations, who bring specialist knowledge to guide government policy and decision-making and raise awareness of the importance of the sector.

For 30 years, WTTC has quantified the economic impact of the sector in 185 countries. This research consistently shows that Travel & Tourism is a key driver for investment and economic growth globally.

Gloria Guevara, President & CEO, WTTC said: “We are excited to launch this new membership category and to be able to expand to one of the most important segments in the Travel & Tourism sector. The contribution of SMEs is significant and they can benefit from WTTC and its powerful network and insights. The Travel & Tourism sector accounts for US$8.8 trillion or 10.4% of global GDP, and supports 319 million jobs or one in 10 of all jobs on the planet, and SMEs around the world is a crucial component of our ecosystem. We look forward to welcoming the new Associate Members.”

Matthew Upchurch, Virtuoso CEO and Member of the WTTC Executive Committee said “As a proud WTTC Member and Founder of an organisation that champions entrepreneurs around the world, I’m thrilled the WTTC has created this new Associate Membership for SMEs.  When we tell the story of Travel & Tourism’s impact, these new faces will help capture the hearts and minds of governments, the press and the public.  They will amplify the powerful diversity and force for good that travel brings to the world”.

To learn more about WTTC Associate Membership, please visit: www.wttc.org/AssociateMembership

“Choosing the right accommodation can make or break your business trip,” says Andrew Grunewald, Flight Centre Business (FCBT) Travel Brand Leader. “Whether you are a seasoned road warrior or a first-time business traveller, the right place to stay will allow you to conduct business efficiently professionally, as even the smallest details can make a big difference.”

Grunewald explains that business travel has historically always been associated with traditional hotels, but over the past few years, there has been a slight shift as travellers seek a more relaxed environment in guesthouses and alternative forms of accommodation.

Here are a few points to consider when choosing between a hotel or a guest house on your next business trip:

Location trumps all

Location is the one factor that trumps all others when choosing the right place to stay for the vast majority of FCBT business travellers, according to Grunewald. “Business executives don’t want to waste time and money travelling to and from the venue or have to worry about running late to their next meeting,” he says.

Traditional hotels are often situated more strategically for business meetings than smaller guesthouses, which tend to be found in more suburban settings away from the bustling cities.

If business travellers have back-to-back meetings or an important conference to attend, a hotel close to the venue is without a doubt the best choice, says Grunewald. However, if the traveller has just one or two meetings and would then like to enjoy the destination at leisure on a bleisure extension, a guesthouse in the suburbs could be better suited.

Do you enjoy a more personalised approach?

A guesthouse is often like living as a guest in someone else’s house. Some travellers absolutely love it, others hate it.

A guesthouse is often a more personal and more local choice. Along with the owners of the house, you’ll typically find a small team of long-term staff members on-site who will not hesitate to go the extra mile to take care of the traveller’s needs and who will love to have a chat with you in the dining or breakfast room.

Hotels, on the other hand, come with larger teams of qualified staff that are well-trained to make sure you are treated like royalty 24/7. Hotels are ideal for business travellers who are short on time, with their grab-and-go retail snacks and coffee stations in the lobby. If late-night room service is a deal-breaker, stick to hotels.

Wi-Fi and on-site facilities

Fast WiFi alongside a mini-bar and room service is possibly one of the top reasons business travellers prefer to stay in hotels. However, many guesthouses are also stepping up these facilities. Ask your Flight Centre Business Travel travel manager for your best options.

Budget

Price is the number one reason why business travellers opt for guesthouses instead of hotels, according to FCBT travel managers.

However, price should never be the determining factor for your choice, says Grunewald. “By booking through a travel management company such as FCBT, corporates can enjoy discounted corporate rates without the volume of bookings usually required by hotel programmes. Moreover, FCBT’s SmartSTAY programme can bring with it additional ‘perks’ that make the traveller’s hotel stay more comfortable at no additional cost.”

Research has shown that companies that spend more on travel reap major rewards in terms of customer loyalty, employee satisfaction and market share. It is for this reason that FCBT has decided to launch a competition where small and medium businesses could win a R150 000 travel grant and take their business to new heights.”

How to stand a chance to win R150 000 worth of travel for your growing SME? 

1.   Go to www.flightcentrebusinesstravel.co.za/business-travelgrant   

2.   Check out the Travel Grant video for inspiration

3. Submit your motivation (maximum of 1000 words) with your answers to the questions below:

Question 1 –  What does travel mean to your business?

Question 2 –  What will this Travel Grant allow you to do?

It’s that simple! Entries close 18 October 2019

The final verdict: Hotel or guesthouse?

There is no clear-cut right or wrong answer, explains Grunewald, as much will depend on your personal preferences. At FCBT, we’ve seen that career-oriented Gen X travellers are more likely to opt for hotels whereas the younger millennials – who place a lot of importance on a healthy work-life balance – tend to prefer guesthouses.

Grunewald add that the distinction between hotels and guesthouses is also started to fade. Guesthouses are starting to step up the facilities that business travellers want, while many hotels have started to personalise their offering to encourage a more homely feel.

Flight Centre Business Travel has relationships in place with both hotels and guesthouses to ensure we can offer business travellers a variety of options at a range of costs. Contact your FCBT travel manager today to explore your accommodation options and see how you could stand a chance to win the FCBT Travel Grant worth R150 000.