In this exclusive interview with Meetings magazine, Nonnie Kubeka shares her professional journey, strategic priorities, and vision for building a more inclusive and globally competitive future for Gauteng’s tourism economy.
With a career spanning more than 25 years, Nonnie Kubeka has become one of the most influential voices in South Africa’s tourism and business events sectors. Her journey – from shaping Cape Town’s global MICE presence to leading Gauteng’s resurgence as Africa’s premier business events destination – reflects a deep commitment to economic transformation, sustainability, and community empowerment.
Nonnie, your leadership in tourism andbusiness events has been widely recognised. Can you take us through your professional journey – how did it all begin, and what led you to your current role as Executive Director at Gauteng Tourism Authority?
My career began over 25 years ago in destination marketing, where I quickly recognised the transformative power of tourism and business events as catalysts for economic growth. My early roles at Grant Thornton, Transnet Treasury, and Standard Bank CIB honed my analytical and strategic thinking, equipping me with the business acumen to navigate complex markets.
A defining chapter was my tenure as Commercial Director of the Cape Town International Convention Centre (CTICC), where I led efforts to position Cape Town as a global MICE (Meetings, Incentives, Conferences, Exhibitions) destination. Later, as Chief Marketing Officer at Gauteng Tourism, I spearheaded campaigns that showcased Gauteng’s vibrancy to international audiences. These roles underscored the importance of collaboration between government, the private sector, and communities to drive sustainable tourism growth.
Gauteng is a key player in South Africa’s business events economy. How would you define Gauteng’s unique value proposition when it comes to attracting local and international MICE events?
Gauteng’s MICE Advantage: Africa’s Premier Business Events Destination
Gauteng stands as Africa’s economic powerhouse, offering a unique MICE value proposition: seamless global connectivity via OR Tambo International Airport, world-class venues like the Sandton Convention Centre, and unmatched hybrid-ready infrastructure. As South Africa’s financial and innovation hub, we attract high-impact conferences with 34% of the nation’s GDP, top academic institutions, and thriving sectors like healthcare and green energy.
Our strategic edge lies in economic transformation – every event drives job creation, SMME growth, and legacy programmes embedding tourism in township economies. With proactive bid support, visa facilitation, and partnerships across government and private sectors, Gauteng delivers measurable ROI for event organisers. Beyond business, delegates experience vibrant culture, gourmet dining, and wildlife escapes all within a 50 km radius. Under my leadership, GCEB positions Gauteng not just as a host, but as a collaborator in Africa’s growth story – where every event leaves a lasting impact. It’s a destination “Where global business meets African opportunity.”
Under your direction, what have been some of the strategic priorities for Gauteng Tourism in repositioning the province for post-pandemic recovery and growth in the events sector?
Under my leadership, Gauteng Tourism Authority has spearheaded the province’s post-pandemic recovery by focusing on high-impact bids, digital transformation, and inclusive growth. We’ve secured major global business and sports events in priority growth sectors of the Gauteng economy, driving an estimated R41 billion in foreign direct spend into Gauteng’s economy for 2024/25.
Our strategy prioritised hybrid-ready infrastructure, visa facilitation, and SMME empowerment – ensuring 40% of event spend benefits local suppliers. We’ve trained 500+ youth in hospitality skills while positioning Gauteng as Africa’s most advanced MICE destination through tech-enabled venues and sustainability initiatives. These efforts ave delivered an 85% recovery of pre-pandemic business event volumes, with recognition as Africa’s Leading Business Travel Destination 2023.
Our approach transforms business tourism into a catalyst for job creation, township economic development, and lasting legacy projects, proving Gauteng’s resilience and global competitiveness in the events sector. “We don’t just host events – we engineer economic transformation.”
Sustainability and transformation are increasingly important in the tourism and MICE space. How is Gauteng Tourism embracing these values in its programmes and partnerships?
Gauteng’s Pioneering Approach to Sustainable and Transformative Tourism
Recognising tourism as a powerful vehicle for systemic change, Gauteng Tourism has implemented cutting-edge circular economy principles across our MICE ecosystem. We’ve pioneered Africa’s first carbon-neutral conference pathway, integrating renewable energy solutions with carbon offset partnerships that fund community reforestation projects.
Our Smart Tourism Hub leverages AI-driven resource management to optimise water and energy use across event venues, setting new benchmarks for sustainable operations. In transformation, we’ve established industry-first equity protocols, ensuring black-owned venues and suppliers receive preferential weighting in our procurement matrix.
The Gauteng MICE Transformation Fund provides seed capital and mentorship to emerging event entrepreneurs from previously marginalised communities. Through strategic alliances with global sustainability bodies like GDS-Movement, we’re implementing rigorous impact measurement tools that quantify both environmental and social ROI.
“We’re not just adapting to the future of tourism – we’re architecting it.” Our Future Tourism Leaders Programme fast-tracks women and youth into executive roles through immersive leadership rotations, while our Cultural Heritage Incubator preserves indigenous knowledge through experiential tourism offerings. These initiatives don’t just comply with global standards – they redefine what’s possible for African tourism, creating a new model of regenerative tourism that heals, empowers, and innovates.
Can you share a standout moment or project that you feel truly captures what you and your team have achieved during your time at GTA?
Defining Moments: How Gauteng’s Global Events Built Lasting Legacies
Two landmark achievements perfectly encapsulate our vision at GTA – securing both the 2022 World Rowing Masters Regatta (Africa’s first) and the 2024 Global Entrepreneurship Congress (GEC). These weren’t just events – they were transformative platforms that redefined Gauteng’s capabilities while uplifting communities. For the Regatta, we transformed Roodeplaat Dam into an international-class rowing venue, complete with a new game reserve campsite that now boosts eco-tourism. The event created 428 temporary jobs (70% from local communities) and left behind a rowing academy that has introduced 1,200 school learners to the sport. The upgraded water infrastructure now supports both elite athletes and recreational users.
The GEC was equally impactful, generating R580 million while establishing a township business incubator that has nurtured 84 SMMEs. We partnered with 36 schools to host youth entrepreneurship workshops, with several student projects now receiving seed funding.
Together, these events showcase how strategic tourism investment can:
Build world-class infrastructure
Create skills and employment
Develop youth potential
Leave permanent community assets
“This is the power of purposeful tourism – when global events become local game-changers.”
You’ve long been a champion for women in leadership. What do you think still needs to change in the MICE and tourism industries to make room for more gender equity and inclusive representation?
Advancing Gender Equity in MICE & Tourism
“Real change happens when we stop making room for women – and start redesigning the room together.” While progress has been made, the industry still needs systemic change to achieve true gender equity.
We must break the glass ceiling in leadership – women remain underrepresented in executive roles despite comprising most of the workforce. Access to funding remains unequal; we need more women-led investment initiatives.
Cultural barriers persist, and unconscious bias in procurement and unequal pay must be addressed through transparent policies. The industry should implement structured mentorship programmes and flexible work models to retain female talent. Most importantly, we need to measure what matters – tracking not just representation, but influence in decision-making. Equity isn’t about numbers; it’s about power sharing and creating spaces where diverse voices shape our industry’s future.
The competition for major events is fierce. What are some of the biggest challenges Gauteng faces in attracting large-scale conferences, exhibitions, or incentive groups – and how are you overcoming them?
Gauteng’s Competitive Edge in the Global MICE Arena
“We don’t just compete – we redefine what conference destinations can deliver.”
While Gauteng boasts world-class infrastructure and Africa’s most connected airport, we face three key challenges:
Perception gaps: Global planners often underestimate our tech capabilities and safety standards. We counter this through immersive fam trips and digital showcases of our hybrid-ready venues.
Currency volatility: We’ve created fixed-rate packages with partnered hotels and venues to lock in costs for international buyers.
Bidding against subsidised destinations: Our response is hyper-local value – unmatched African IP (like pairing conferences with township innovation tours) and 40%+ cost savings versus counterparts.
Crucially, we’ve shifted from selling venues to co-creating legacy impact – like the GEC’s R580 million injection and youth programmes. This purpose-driven approach is winning bids despite budget constraints.
Technology and innovation are reshaping the events landscape. How is Gauteng Tourism harnessing digital tools to market the province and enhance the visitor experience for business tourists?
Gauteng’s Digital Transformation in Business Tourism
“We’re not just adopting technology – we’re building Africa’s smartest business tourism ecosystem.” Gauteng Tourism is leveraging cutting-edge technology to revolutionise the MICE sector. Our virtual bidding platform uses AI-powered venue matching to help planners discover ideal spaces remotely, while augmented reality tours bring convention centres to life for global clients. We’ve implemented smart destination technology – from contactless check-ins at major venues to real-time transit apps for delegates. Our data-driven marketing harnesses predictive analytics to target high-value conference sectors, and we’ve developed interactive delegate apps that personalise itineraries with local experiences.
Most innovatively, our hybrid event support programme offers technical production grants to attract next-generation conferences blending physical and digital participation.
Beyond the business events calendar, what role do local communities and township tourism play in Gauteng’s overall destination development strategy?
Township Tourism: The Heartbeat of Gauteng’s Destination Strategy
Local communities are central to Gauteng’s tourism vision – they’re not just part of our story, they’re writing it. We’ve strategically integrated township experiences into business tourism through corporate social impact itineraries, where delegates contribute to community projects.
Our Vilakazi Street Precinct Development has created 300+ local jobs while preserving Soweto’s heritage. By training community members as cultural ambassadors and developing township venues for smaller conferences, we’re building an inclusive ecosystem where 35% of tourism revenue now reaches grassroots entrepreneurs.
“True destination development happens when tourism dollars become community opportunities.” This transforms visitors into partners in empowerment, making Gauteng a destination where business tourism drives meaningful social change.
Gauteng has hosted many prestigious events over the years. Are there any upcoming MICE bids or signature initiatives you’re particularly excited about right now?
Gauteng’s Bold Future in Global Business Events
We’re energised by an exceptional pipeline positioning Gauteng as Africa’s premier MICE hub. Major upcoming bids include the 2025 G20/B20/W20/Y20 meetings – a unique opportunity to shape global economic policy from African soil.
High-impact sectoral events like the AI Expo Africa and the Safety in Sport International Conference will drive thought leadership, while the African Airline Association Assembly reinforces our aviation leadership. Sport remains a key driver – from the LIV Golf Tournament to the Basketball Africa League, creating lasting infrastructure. The Deaf Education World Congress and the Joburg International Film Festival spotlight our inclusive approach.
With the Africa CEO Forum returning, we’re not just hosting events – we’re curating platforms for Africa’s transformation. “This is how we redefine Africa’s global business events landscape.”
You’ve mentored and inspired many within the industry. What advice would you give to the next generation of women and young professionals entering tourism and destination marketing?
Empowering the Next Generation of Tourism Leaders
To the rising stars in tourism and destination marketing: own your voice – this industry thrives on fresh perspectives. Master the numbers (budgets move mountains), but never lose your creative spark. I urge you: “Don’t just climb ladders – build new ones for others to follow.”
Build strategic curiosity – study global trends, but solve local challenges.
Seek uncomfortable growth – volunteer for cross-functional projects beyond your job description.
Create digital fluency – AI and data analytics are now core skills.
Forge intentional alliances – find mentors who challenge you, not just cheer for you.
Most importantly: lead with legacy thinking – every campaign, event, or partnership should leave something enduring. The future belongs to those who see tourism not just as business, but as a platform for transformation.
And finally, when you step away from the executive table, how do you unwind and stay grounded? Tell us something about Nonnie that we might not see in the boardroom.
Beyond the Boardroom: The Soul Behind the Suit
When the tie comes off, you’ll find me barefoot in my garden, hands in the soil, planting indigenous herbs that heal both land and spirit. “The best leaders are deeply rooted in community, in nature, and in the quiet moments that remind us why we serve.”
I recharge through “soul hikes” in the Midlands, where the mountains remind me that true leadership, like nature, requires both strength and grace. My secret weapon? An 11pm journaling ritual with rooibos tea – where strategy meets spirituality.
