Wednesday, May 21, 2025

South African Tourism, through its dedicated arm—the South African National Convention Bureau (SANCB)—is gearing up for a powerful presence at IMEX Frankfurt 2025, the world’s foremost trade exhibition for the business events sector. Scheduled from May twentieth to twenty-second in Frankfurt, Germany, this prestigious global event will spotlight South Africa not only as an attractive destination for meetings and conferences but also as Africa’s top-ranked country in the latest International Congress and Convention Association (ICCA) 2024 statistics.

The newly released ICCA data positions South Africa at an impressive thirty-seventh place worldwide, hosting ninety-eight international association meetings throughout 2024. This achievement cements South Africa’s standing as the highest-performing business events nation on the African continent and highlights its increasing competitiveness on the global stage. South Africa’s urban hubs, particularly Cape Town and Johannesburg, have emerged as continental powerhouses in facilitating global collaboration and knowledge exchange. Cape Town alone leads Africa with fifty-eight international meetings, reinforcing its status as a premier meetings destination. Johannesburg follows closely, strengthening South Africa’s role as a central business events nexus.

The broader African business events industry is experiencing remarkable momentum, currently valued at approximately USD seventeen point nine billion in 2024. This sector has recorded double-digit growth over the previous year, with expectations set for continued expansion in 2025. Industry analysts attribute this upward trajectory to robust government strategies that recognize business events as vital drivers for economic diversification, job creation, and enhanced regional integration. South Africa remains at the forefront of this continental boom, supported by iconic, world-class venues such as the Cape Town International Convention Centre, Durban ICC, and Sandton Convention Centre. These facilities offer cutting-edge technology and expansive, adaptable spaces tailored to meet the demands of international associations and corporate clients alike.

“South Africa’s continued leadership in Africa’s business events sector speaks to the strength of our quality infrastructure, world class locations, leading academia and the unique rich culture and heritage and the resilience of our tourism economy. Our presence at IMEX Frankfurt 2025 is not just about showcasing what we offer—it is about shaping the future of business events in Africa and driving inclusive growth through partnerships” said .

At IMEX Frankfurt 2025, South Africa will be represented by twelve leading exhibitors from across the country’s business events ecosystem. These exhibitors will engage with top-tier international buyers, pitching innovative event solutions, and presenting South Africa’s rich cultural diversity, unique landscapes, and warm hospitality as core competitive advantages. The participation aims to forge new partnerships, secure future event contracts, and reaffirm South Africa’s commitment to delivering exceptional meeting experiences that combine sophisticated infrastructure with authentic local flavour.

South Africa’s strength in the global business events arena stems from its holistic offering—a seamless integration of first-rate convention centres with unforgettable cultural experiences, natural beauty, and the renowned friendliness of its people. From bustling urban centres to scenic vistas, delegates find a compelling environment that enhances networking, creativity, and productive exchanges. The country’s strategic geographic location, favorable time zones, and excellent international connectivity further elevate its appeal as a global business events destination.

IMEX Frankfurt 2025 represents a pivotal platform for South African Tourism and SANCB to showcase their vision for the future of business events in Africa. By leveraging this high-profile trade show, South Africa invites international planners, association leaders, and corporate event organisers to explore the vast opportunities offered by the country’s business events sector. This engagement underscores South Africa’s unwavering dedication to supporting sustainable growth, fostering innovation, and positioning itself as the gateway to the African continent for global meetings and conventions.

“Our strategy remains clear and that is to connect businesses to global markets, enable knowledge exchange, and drive job creation through hosting world-class business events, whilst strengthening South Africa’s visibility in the international events sector,” added.

As the international meetings and incentives market continues to evolve amid changing business dynamics, South Africa is well-positioned to capitalize on emerging trends, including hybrid event capabilities, enhanced health and safety protocols, and increasing demand for experiential and sustainable meetings. The momentum generated through platforms like IMEX Frankfurt will propel South Africa’s business events industry into a new era of growth and influence, ensuring it remains a top-of-mind choice for event planners worldwide.