The South African National Convention Bureau (SANCB) has made impressive strides in securing international business events since the start of the 2024/2025 financial year, solidifying the country’s position as a premier destination for global conferences and conventions.

Since the beginning of the 2024/25 financial year, the SANCB and South Africa’s business events industry have submitted 63 bids for international business events between 2024 and 2029.

The bid submissions have an estimated economic impact of more than R750 million combined and can potentially attract 29 725 international and regional delegates to South Africa over the next five years.

To date, South Africa has won 26 of the bids submitted for the 2024/25 financial year. The secured bids will contribute close to R243 million (€ 127 000) to South Africa’s economy between 2024 and 2029 and attract 10 390 international and regional delegates.

The SANCB invested R5 million (€ 262 000) in bid submissions through its Bid Support Programme to attract business events linked to the South African government’s development priorities. The secured conferences will contribute to the regional spread of business events and will be hosted in Johannesburg, Tshwane, Ekurhuleni, Cape Town, Port Alfred, Gqeberha, Polokwane, Muldersdrift and Stellenbosch.

Strategic bid selection

The SANCB’s success is built on a carefully curated Bid Support Programme,” says Bjorn Hufkie, SANCB’s GM of Business Event Sales.

This initiative, which underwent a strategic review in 2021 to adapt to post-pandemic industry changes, sets specific criteria for event support. Only international and regional meetings, incentives, conventions and trade exhibitions that attract foreign delegates are eligible.

The business events must be held over a minimum of two days. Every bid must pass through a rigorous evaluation process and align with South Africa’s national economic development priorities, among other criteria.

“The SANCB’s strategic R5 million (€ 262 000) investment in bid submissions through its Bid Support Programme underlines its commitment to advancing South Africa’s economic development through business tourism,” adds Hufkie.

Economic impact

The SANCB’s efforts are expected to impact South Africa’s economy profoundly. International delegates attending business events in South Africa spend an average of R6 400 per day (€ 355).

By applying this average spend to the expected number of delegates and event days, it is possible to calculate the economic impact of the secured bids, which will channel hundreds of millions of rands into the economy and create jobs. This excludes the economic impact of the business events.

“Beyond immediate financial benefits, these events create long-term value by fostering trade, attracting foreign direct investment and elevating South Africa’s global profile,” says Hufkie.