South Africa elevates its global business events profile at IBTM World 2024

BBarcelona, Spain – South Africa has once again showcased its strength as a world class business events destination at the recently concluded IBTM World 2024 in Barcelona, Spain. The event, which ran from 19 to 21 November 2024, brought together thousands of industry leaders, exhibitors, and buyers from over 150 countries, offering a global platform to connect, collaborate, and explore the latest trends in the business events sector.

Led by Tourism Minister Patricia De Lille, South Africa's delegation highlighted the country's capabilities as a business events destination. Comprising 18 exhibitors and five Small, Micro, and Medium Enterprises (SMMEs) — Syavaya Corporate Travel, Get The Picture, Afri-Centric Luxury Experiences, Afrikan Native Travel, and Offshore Adventures — the delegation showcased the country’s world-class facilities, exceptional infrastructure, and unique offerings.

Strategic Highlights at IBTM World 2024

South Africa capitalised on this global stage to emphasise its readiness to host the G20 Summit in 2025, where over 40 heads of state are expected. The summit represents an unparalleled opportunity to position South Africa as a hub for hosting high-profile international gatherings while boosting local communities and businesses.

During the event, Minister Patricia De Lille engaged with various stakeholders, including industry associations, to explore opportunities for partnerships, collaborations, and knowledge sharing. She also participated in the inaugural IBTM World Forum for Advocacy, which brought together key dignitaries from around the globe. Additionally, the Minister hosted a press conference and interacted directly with international media, further elevating South Africa’s profile.

Minister De Lille reiterated the dual benefits of hosting business events, stating:

“Events of this magnitude not only elevate South Africa’s standing as a business destination but also drive leisure tourism, as business travellers often extend their stays or return with family and friends to explore more of what South Africa has to offer. This directly contributes to job creation, supports local industries, and stimulates broader economic growth.”

Driving Industry Growth

The South African MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, valued at $6.6 billion (R121.8 billion) in 2023, is on an impressive growth trajectory. Projections indicate it will reach $25.9 billion (R477.9 billion) by 2032, reflecting the country’s commitment to enhancing its business events infrastructure and offerings.

Globally, the MICE industry is experiencing a similar boom, with its value expected to rise from $523.3 billion (R9.7 trillion) in 2023 to $1.38 trillion (R25.5 trillion) by 2032. South Africa's ability to align itself with these global trends underscores its competitiveness and strategic importance.

Looking Ahead: Meetings Africa 2025

Building on the success of IBTM World, South Africa will host Meetings Africa 2025 from 24 to 26 February at the Sandton Convention Centre. Organised in partnership with Gauteng Tourism and the Johannesburg Tourism Company, this flagship trade show will once again spotlight Africa’s unique value proposition in the MICE industry.

The 2024 edition of Meetings Africa welcomed 380 exhibitors from 21 African countries and buyers from 61 nations, reinforcing its position as a premier platform for business events professionals.

South Africa’s strong showing at IBTM World 2024 reaffirms its status as a global leader in the MICE sector. By continuously elevating its offerings and leveraging strategic opportunities, the country remains a destination of choice for impactful business events.

ENDS

Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations

Email: thandiwe@southafrica.net OR mediaq@southafrica.net

Website www.southafrica.net