By Lehlohonolo Lehana.
South Africa solidified its position at the business events trade show, IBTM (Incentives, Business Travel, and Meetings) World, currently taking place in Spain.
Tourism Minister Patricia De Lille, is leading a diverse South African delegation comprising business events professionals is showcasing a wide range of products and services, positioning South Africa as a capable and attractive host for global business events.
IBTM World is being held in Barcelona from 19 to 21 November.
The event attracts thousands of exhibitors and buyers from over 150 countries, offering valuable insights into the latest industry trends and serving as a key platform for connecting with potential buyers and leaders in the business events sector.
“The year 2025 is a very special one for us. Not only are we looking forward to hosting the G20 Summit, we are also excited about bringing about new ideas and initiatives that will further showcase our country’s attractiveness as both a leisure and business events destination. We look forward to welcoming government delegations, business leaders and visitors from all over the world to enjoy our beautiful country, “said De Lille.
De Lille highlighted the strategic importance of hosting such events, noting that they also benefit leisure tourism, as business travellers often extend their stays to explore the destination or return with family and friends.
Additionally, business events stimulate demand for a wide range of services, such as transportation, dining, and entertainment, benefiting local companies and communities.
The South African delegation to IBTM World included 18 exhibitors, featuring established products, along with six business events Small Micro Medium Enterprises (SMMEs), namely Karibu Leisure Resort & Conference, Syavaya Corporate Travel, Get The Picture, Afri-Centric Luxury Experiences, Afrikan Native Travel, and Offshore Adventures.
“Showcasing South Africa at strategic platforms reinforces the country’s position as a leading destination for business events. According to Allied Market Research, the South African MICE industry, valued at $6.6bn (R121.8bn) in 2023, is projected to grow to $25.9bn (R477.9bn) by 2032.
This upward trajectory is further reinforced by the country’s recent recognition as the top meeting and conference destination in Africa and the Middle East by the International Congress and Convention Association (ICCA),” De Lille said.
Globally, the MICE industry was valued at approximately $523.3bn (R9.7t) in 2023, with projections indicating growth to $1,384.9bn (R25.5t) by 2032, reflecting a compound annual growth rate (CAGR) of 11.4%.
In Africa, the business events sector is also growing rapidly, valued at around $16.6bn (R295bn) in 2023 and expected to reach $65.6bn (R1.2t) by 2032, achieving a CAGR of 16.8%.
South Africa will host Meetings Africa at the Sandton Convention Centre in February next year, in partnership with Gauteng Tourism and the Johannesburg Tourism Company. The premier MICE trade show in Africa will offer immersive experiences and exceptional value for exhibitors, buyers, and media.