South Africa has improved its global ranking as a business event destination, moving up five spots in the 2023 International Congress and Convention Association (ICCA) Global Ranking Report.
The country remains the number one meeting and conference destination in Africa and the Middle East, according to the ranking report.
The ICCA Statistics Report is published annually in early May. Results are tabulated through the reports of ICCA member countries, that submit the number of international and regional meetings they hosted during the preceding calendar year, to ICCA.
In 2023, South Africa hosted 98 association meetings and conferences that met the criteria set by ICCA. These meetings contributed significantly to the South African economy, with a total estimated economic impact of just over R2 billion (€98.6m).
ICCA uses strict criteria for its global rankings, including the requirement that only association conferences are recognised, excluding corporate or governmental meetings and conferences. Conferences must be attended by at least 50 international delegates, last at least two days, and rotate through at least three countries.
South African Tourism CEO, Nombulelo Guliwe, emphasised the significance of the ranking accolade in enhancing South Africa's global standing as a prime destination for meetings.
She added that the ranking illustrates the resilience of the South African business events industry, which was one of the first to be impacted by the COVID-19 pandemic and one of the last to reopen.
“This performance showcases the efforts of the South African National Convention Bureau (SANCB) and the greater South African industry, during the lockdown period, to rebuild a pipeline of secure conferences for the country. Numerous international and regional conferences were called off or rescheduled due to the pandemic.
“Collaboration is vital for bidding on international meetings as it brings together the resources and expertise of various stakeholders, ensuring a comprehensive and competitive value proposition. It demonstrates strong local support and commitment, enhancing the attractiveness of the bid,” said Guliwe.
She mentioned that the SANCB collaborates with different provinces and other stakeholders to bid for hosting various meetings on behalf of the country.
“All business events hosted in our country are crucial because they not only contribute to arrival numbers and our economy, but they also showcase our expertise in the various economic sectors. This is great news for foreign direct investment, export opportunities, and knowledge management and sharing," she noted..
Looking ahead
For the 2023/2024 financial year, the SANCB has sourced and submitted 95 bids for international business events to be hosted in South Africa from 2024 to 2032.
The 95 submissions have a combined estimated economic value of just over R1.5 billion (€74m) and can potentially attract 60 040 international and regional delegates to South Africa in that period.
Thus far, South Africa has won 19 bids, with an estimated economic impact of R85 million (€4.1m) and a total of 3 055 delegates.
The SANCB has committed R5.7 million (€281 375), through its Bid Support Programme, for these secured conferences which will also contribute to the regional spread of business events that will be hosted in Johannesburg, Tshwane, Ekurhuleni, Cape Town, Sun City, Parys, Skukuza and Potchefstroom.
Some of the meetings scheduled for 2024 include the International Federation of Gynaecology and Obstetrics World Congress, the 32nd General Assembly of the International Astronomical Union, the Institute of Electrical and Electronics Engineers Global Communications Conference, and the World One Health Congress.
