South Africa has won bids to host 53 international conferences and exhibitions over the next five years, which are expected to pump more than R600m into the economy.
Tourism minister Patricia De Lille said the South African National Convention Bureau — an agency of South African Tourism tasked with growing the number of international business events in the country — had invested R14.6m on 81 bid submissions that have an economic value exceeding R975m.
Speaking at a media briefing ahead of the 19th edition of Meetings Africa this month, De Lille said the 53 bids secured would attract more than 24,000 international and regional delegates.
“The secured conferences will also contribute to the regional spread of business events. While some will be hosted in big cities such as Johannesburg, Tshwane, Ekurhuleni and Cape Town, others will be hosted in Port Alfred, Gqeberha, Magaliesburg, Sun City, Richards Bay, Polokwane, Muldersdrift and Stellenbosch,” she said.
Globally, the meetings, incentives, conferences and exhititions (MICE) industry is valued at $523.3bn (R9.7-trillion) with an annual growth rate of 11.5% expected. The local industry was valued at R122bn in 2023, with the sector projected by Allied Market Research to reach R166bn in 2024.
Ranking
South Africa is ranked the best meeting and conference destination in Africa and the Middle East in the 2023 International Congress and Convention Association’s world ranking report.
Meetings Africa 2025 will highlight the economic benefits of the MICE industry, positioning the event as a driver of investment, innovation, and job creation throughout Africa.
— Patricia De Lille, tourism minister
According to the Gauteng Convention & Events Bureau, the sector has made significant strides towards recovery in the province, achieving 80% of its pre-pandemic levels.
De Lille said Meetings Africa, a dedicated trade show focused on business events on the continent, was being held to ensure that South Africa got its fair share of the business events market.
“In the same spirit, Meetings Africa 2025 will highlight the economic benefits of the MICE industry, positioning the event as a driver of investment, innovation and job creation throughout Africa,” she said.
The educational aspect of the trade show also played a role in empowering emerging SMMEs and providing crucial networking opportunities, De Lille added. Every year, the department of tourism funds a number of smaller businesses through its market access support programme to attend Meetings Africa.
Hosting
“This year, the department has funded the participation of 26 SMMEs from across the country to participate in Meetings Africa along with the more than 190 other exhibitors to showcase on the trading floor.”
South Africa is also set to host the G20 summit in November, with 130 meetings expected before the final heads of state summit.
De Lille said these meetings would attract thousands of delegates while demonstrating the country’s ability to host successful events.
“With G20 nations representing 85% of the global economy, 75% of international trade, and 67% of the world’s population, the summit promises significant benefits for our business events and broader tourism sectors. It also allows South Africa to showcase its capacity to host safe and successful global events.”
Rick Taylor, CEO of the Business Tourism Company consultancy, said there were untapped opportunities for the MICE industry in Africa, with platforms such as Meetings Africa an important space to drive the potential.
“A number of African countries have realised the importance of having an event bureau in the same way they have leisure tourism boards. Once those boards are established, Africa’s potential will be fully explored,” he said.
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