The Department of Tourism is working on the issues hindering business travel growth that have already been identified by the MICE sector and is committed to working collaboratively going further.

“We are working with the Department of Home Affairs and Operation Vulindlela in the Presidency to ease the visa regime to help us increase arrival numbers and address the unique needs of the MICE industry,” said  Minister of Tourism, Patricia De Lille, speaking at the SAACI National Congress 2024, which kicked off in Johannesburg on Sunday (July 28).

While highlighting the “strategic importance of the MICE industry” in growing the economic impact and job creation benefits that tourism and conferences bring, De Lille commended SAACI members and other business events associations and sector players for their continued support and work to take MICE events to greater heights for South Africa.

De Lille noted that SAACI’s mission is to advocate on legislative, regulatory, and legal issues that directly impact, or have the potential to impact, the broad association community of the broader business events industry.

“We need you to identify further issues hindering growth for the industry so that we can develop a plan together to find solutions on how to address the issues,” she said.

She reiterated that the Department of Tourism was committed to working with all partners, and especially SAACI, as the country’s largest organisation representing the interests of business events trade suppliers and event professionals.

Key challenges

De Lille pointed out that SAACI had already highlighted other key challenges. “I agree with SAACI that we need improved collaboration between government and industry leaders to update the Sector Industry Classification codes.”

According to her, this would provide an accurate reflection of the true scope and impact of the meetings and events sector. It will recognise the social and economic impact the sector plays while ensuring the much-needed support it deserves.  

De Lille added: “And I agree that skills and infrastructure development by government and the private sector is critical to growing our competitive advantage as investing in people and infrastructure improvements will ensure cities and regions are well-equipped to host large-scale events.”

Value of MICE sector in SA

The Minister highlighted that a few weeks ago, it was announced that South Africa remains the number one meeting and conference destination in Africa and the Middle East, according to the International Congress and Convention Association (ICCA) Global Ranking Report.

She noted that in 2023, South Africa hosted 98 international and regional association meetings and conferences that met the criteria set by the ICCA.

“These meetings contributed significantly to the South African economy, with a total estimated economic impact of just over R2 billion (€100 million),” said De Lille

According to her, since the start of the 2024/25 financial year, the South African National Convention Bureau sourced and submitted 33 bids for international business events to be hosted in South Africa between 2024 and 2032.

The 33 bid submissions have a combined estimated economic impact of over R474m (€23.7m) and can potentially attract more than 18 000 international and regional delegates to South Africa during that period.

So far, South Africa has won 18 of the bids submitted for the 2024/25 financial year. “The secured conferences will also contribute to the regional spread of business events and will be hosted in Johannesburg, Tshwane, Cape Town, Port Alfred, Gqeberha, Muldersdrift, and Stellenbosch,” highlighted De Lille.

Gearing up for the global stage

Noting that the global business events industry was valued at an estimated R523bn (€26bn) in 2023, the minister commented that South Africa needed to design systems to measure the impact of the industry for the next five years so it could compete on the global stage.

There is potential, as according to Allied Market Research, Africa shows the best growth rate compared to America and Europe.

“As your work includes the professionalism of the business events industry in Southern Africa, I want to ask for closer collaboration to work with us as the department and SA Tourism.  I also want to request SAACI and all partners to present a plan to implement professionalisation and ethical leadership in the MICE industry,” appealed De Lille.

She also suggested SAACI works with Government on innovation and design-led thinking within the business events industry, and professional learning opportunities including digital technology and AI.