As the meetings industry celebrates Global Meetings Industry Day on 3 April, we spotlight how business events are fueling South Africa’s economic growth and social development.
South Africa’s MICE (Meetings, Incentives, Conferences, and Exhibitions) industry stands poised to capitalize on unprecedented global growth.
With the global sector projected to surge from $598.2 billion in 2022 to an estimated $2.3 trillion by 2032, South African destinations are increasingly appearing on international planners’ radars. “Companies are allocating larger portions of their marketing budgets toward creating memorable experiences and networking opportunities in South Africa,” notes SAACI CEO Glenton de Kock.
“Our unique combination of world-class facilities, diverse cultural experiences, and value proposition makes South Africa particularly attractive as companies seek to engage customers who demand personalization and impactful experiences.”
Economic impact on South African communities
When international delegates visit South Africa for business events, their spending creates a powerful multiplier effect throughout local economies:
- Local accommodation providers benefit from extended stays
- Restaurants and retail establishments see increased patronage
- Transportation services experience heightened demand
- Tourism attractions gain additional visitors before and after events
For every rand spent directly on an event in South Africa, additional rands circulate through the broader economy via secondary spending. This multiplier effect supports job creation and economic development in communities across the country.
Data-driven growth through MeetIQ
SAACI has launched MeetIQ, an innovative platform enabling South African MICE professionals to share data, analytics, and reports – helping them capitalize on increasing international opportunities.
“By working closely with government and policymakers, SAACI ensures the economic and social benefits of MICE events are recognized throughout South Africa,” de Kock explains. “We actively collaborate with stakeholders to drive investment in infrastructure, security, and transportation – elements essential for sustaining our competitive edge.”
Key insights from MeetIQ will be presented at the SAACI National Annual Conference 2025 at The Vineyard in Cape Town from 27 to 29 July, where delegates will craft strategies to shape South Africa’s position in the flourishing global MICE landscape.
The Southern African Association for the Conference Industry (SAACI) represents professionals in the meetings, conferences, and events sector across Southern Africa.
