South Africa's meetings, incentives, conferences and exhibitions (MICE) sector has made significant strides towards recovery, achieving 80% of its pre-pandemic levels, according to Nonnie Kubeka, Head of the Gauteng Convention & Events Bureau.

“Before the pandemic, the MICE sector contributed 20.8% to the tourism industry. Today, we stand at 19.2%. By the end of the 2024/25 financial year, we expect to surpass pre-pandemic levels,” she said.

Although the sector has not yet fully recovered, it is outperforming other MICE markets within the Southern African Development Community. The sector’s growth is driven by robust bidding processes and innovative proposals developed collaboratively by the South African National Convention Bureau and provincial bureaus.

South Africa’s MICE sector aims to expand its GDP contribution and maximise its economic impact. Kubeka emphasised the importance of leveraging MICE events to create broader economic opportunities, including job creation and support for small and medium enterprises within the events value chain.

Trends shaping the industry

Several transformative trends are reshaping the MICE industry, Kubeka pointed out:

• MICE organisers increasingly incorporate wellness and mental well-being elements into their event packages. “Events now prioritise participant well-being and offer enriching, interactive experiences. Wellness is no longer optional – it’s a priority,” said Kubeka.
• Technological advancements – including artificial intelligence, virtual reality and augmented reality – redefine event management and engagement. “These tools are pivotal for tailoring delegate experiences and enhancing the delivery of proposals,” she noted.
• Hybrid formats, combining virtual and in-person attendance, remain prevalent with physical attendance dominating events at 80% and 20% opting for virtual participation. “This enables inclusivity for those unable to travel due to geopolitical and financial constraints,” Kubeka said.
• Sustainability is a growing priority with venues and suppliers adopting practices like waste reduction, use of local resources and environmentally friendly operations. “Sustainability initiatives are not just trends – they are essential for meeting global goals and expectations,” she added.

Visa, air access and competition challenges:

• Visa regulations: South Africa’s visa policies present barriers for some markets, including Rwanda and Nigeria. “Geopolitical issues impact travel. For example, it can take six months for a Rwandan to get a visa to visit South Africa,” Kubeka explained. The tourism sector is engaging with Home Affairs and other stakeholders to simplify the process and enhance accessibility.
• Air connectivity: Limited direct air access is another hurdle for South Africa as a long-haul destination. Many international travellers face layovers in the Middle East or Europe before reaching South Africa, adding to travel times and costs. Addressing this challenge is crucial to boost South Africa’s competitiveness.
• Competitors in the MICE sector: South Africa faces stiff competition from Europe and the US, which both dominate the global MICE landscape. European countries benefit from the presence of major associations while the US excels with its rotational event models and connectivity.

The evolution of engagement and content delivery

MICE events are evolving to meet changing audience expectations. Tailored agendas, gamification and multimedia content are enhancing delegate experiences. Fireside chats (informal, intimate discussions) are replacing traditional panel sessions and encouraging greater interaction. Social media integration has also gained traction, enabling pre-event engagement, live updates and post-event networking through hashtags and campaigns.

Economic impact and workforce dynamics

MICE events significantly impact South Africa’s economy. International delegates spend an estimated R6 400 (€330) per night while domestic participants contribute R3 200 (€165). Beyond direct spending, the sector supports job creation and uplifts local businesses and communities.

Workforce dynamics are also shifting, emphasising tech-savviness and digital fluency. However, traditional event management skills remain foundational, supplemented by modern tools like data analytics and infographics.

Looking ahead: 2025 and beyond

The future of South Africa’s MICE sector lies in innovation, sustainability and inclusivity, Kubeka stated. “We need to increase the use of local businesses and communities in delivering MICE events – from sourcing locally crafted conference bags to hosting events in rural areas.

“The sector has potential to uplift underserved communities and drive economic growth. By harnessing technology and international collaborations and embracing sustainability, South Africa is poised to solidify its position as a premier global MICE destination.”