Last week, Minister of Tourism Patricia de Lille launched Meetings Africa 2025 at the Johannesburg Stock Exchange. She highlighted South Africa’s MICE industry’s significant impact on the local economy through job creation in hospitality, event management, tourism and related sectors. “South Africa’s MICE industry was valued at US$6.6 billion in 2023 and is projected to grow significantly over the next five years,” she said.

According to an economic impact assessment commissioned by South African Tourism, total direct expenditure generated by South Africa from the 2024 Meetings Africa was an estimated R145 million – a 13% increase from the R128 million generated at the 2023 event.

One of the most notable events in South Africa this year is the G20 Summit, which brings together the world’s major economies to address global economic challenges. The Western Cape will host the G20 Financial Track, which will gather finance ministers and central bank governors to collaborate under the G20’s central themes.

Wrenelle Stander, Chief Executive Officer of Wesgro (promoting tourism, trade and investment in Cape Town and the Western Cape), said the Cape Town and Western Cape Convention Bureau (CTWCCB) has secured bids expected to inject more than R1 billion into the Western Cape economy over the next five years. These events span various sectors including medical, agribusiness and entrepreneurship.

In 2025, the CTWCCB will focus on attracting business events in the green economy, life sciences and health, logistics, food and beverage, manufacturing and services sectors. Upcoming events such as the 2027 World Organization of Family Doctors Conference, the 2025 International Society for Professional Innovation Management Connects Cape Town and the 2026 Commonwealth Agriculture Conference will contribute to positioning Cape Town and the Western Cape as a knowledge hub.

Stander highlighted key trends and challenges in 2025:

• Visa processing and improvements remain a global challenge with digital initiatives suggested to solve these hurdles.
• Sustainability will remain a critical theme in the events industry over the next decade. Events in Cape Town and the Western Cape are increasingly focused on green initiatives and circular economy principles such as using locally sourced materials and reducing waste. There is also emphasis on highlighting local culture and expertise and integrating these assets into global events.
• Organisations will integrate generative artificial intelligence into business strategy to reshape event design from personalised attendee journeys to automated planning processes. These tools will be instrumental in promoting the destination.
• The power of the experience economy will emerge. Business events that offer exceptional customer experiences will be distinguished from others. The emphasis on face-to-face interactions and human connections will continue. Hyper-personalised services, seamless operations and immersive destinations will be key drivers.
• Resilience amid global uncertainty will be key with organisations needing to develop the capacity to survive and adapt to disruptions, economic uncertainties and fluctuating market conditions.
• Economic and sustainability considerations will favour local and regional events over large gatherings.

Driving Johannesburg’s business events momentum

Rendani Khorombi, Senior Manager: Convention & Visitor Services Bureau for Johannesburg Tourism Company (JTC), expressed optimism about the growth of Johannesburg’s business events sector in 2025 following strong performance in 2024.

“We saw notable growth in the business events sector in 2024 compared with 2023, driven by a dynamic mix of national and international association conferences hosted in Johannesburg,” said Khorombi. Standout events such as the 24^th Annual SA Heart Congress and the Southern African Society of Aquatic Scientists regional conference are key examples of successful national engagements. “Prioritising national and regional association meetings is crucial as they lay the groundwork for attracting international association events,” he said.

On the global front, Johannesburg hosted several high-profile conferences – notably for the World Council of Anthropological Associations, the International Society of Paediatric Oncology and the Civic Tech Innovation Forum in 2024 – showcasing Johannesburg as a hub for civic technology innovation. “We are intensifying our efforts to attract international conferences and positioning Johannesburg as Africa’s premier business events hub,” said Khorombi.

The JTC also ramped up its engagement with international business event buyers at IBTM World in Barcelona last year where it secured 20 strong leads it is actively pursuing. It also participated in IMEX Frankfurt earlier in the year, showcasing Johannesburg’s strengths and value as a preferred business events destination.

The JTC plans to strengthen its presence at global trade platforms throughout 2025, further solidifying Johannesburg’s appeal and securing new opportunities.

The following organisations plan to host prestigious international and regional events in Johannesburg this year:

• Society of Environmental Toxicology and Chemistry in collaboration with the University of Johannesburg (September 29-October 3).
• The Africa Chapter of the International Society for the Study of Xenobiotics (March 2025).
• African Forum on Urban Forests in partnership with Johannesburg City Parks and Zoo (March 2025).
• World Union of Wholesale Markets at the affiliated Joburg Market (May 14-16).

Johannesburg will again play a central role as a bid partner for Meetings Africa 2025, South African Tourism’s flagship event, at the Sandton Convention Centre from February 24-26.

“By nurturing strategic partnerships, deepening our engagements with local and international stakeholders and prioritising association-led conferences, Johannesburg is well-positioned to retain its position as one of Africa’s leading business events destinations,” said Khorombi.