The global Meetings, Incentives, Conferences and Exhibitions (MICE) industry is at a turning point and South Africa is poised to take centre stage. At Meetings Africa 2025, Minister of Tourism Patricia de Lille reaffirmed government’s intention to position Africa as a powerhouse in the sector, growing it well beyond the R120 billion it was worth in 2023. It’s an ambition that could reshape how the world views conferences in South Africa and it hinges on one crucial shift: experiences over agendas.
For years, conferences were formulaic affairs: dark rooms, long presentations and networking reduced to awkward exchanges over filter coffee. But as delegates’ expectations evolve, so too must the events designed for them. The new MICE landscape is driven by engagement, interaction and moments that make an impression long after the closing keynote. South Africa’s chance to win lies in building conferences that feel less like chores and more like journeys.
Globally, the most successful events are blurring the lines between work and play. Fireside chats and panel discussions are no longer one-way broadcasts, they invite active audience participation. Breakout sessions go beyond spreadsheets and strategy to include yoga, journaling, or even learning to cook a traditional dish with local chefs. Digital gamification, leaderboards and real-time feedback are turning once-passive delegates into eager contributors. This is the experience economy making its mark on the boardroom and it’s exactly what international delegates are seeking when they decide where to travel for business.
For South Africa, the opportunity is twofold: to showcase its unique culture and hospitality and to reimagine conferencing as something vibrant, collaborative and memorable. That means venues and organisers need to do more than provide AV equipment and catering, they need to curate experiences. Few understand this better than The Capital Hotels, Apartments & Resorts which has consistently offered world-class MICE services will continue that trend with its latest venture in Gqeberha, The Capital Boardwalk which is due to open in March 2026.
Known for reshaping business travel in South Africa, The Capital Hotel Group has built its reputation on flexibility, lifestyle integration and immersive experiences that extend beyond four walls. Whether it’s incorporating wellness into the agenda, creating dynamic spaces for interactive panels, or weaving local flavour into the programme, The Capital Hotel Group is proving that the future of conferences is experiential.
“The shift we’re seeing is clear: delegates no longer want to simply sit and listen; they want to connect, participate and leave inspired,” says Garnet Basson, Chief Operating Officer at The Capital Hotels, Apartments & Resorts. “At The Capital Hotel Group, we see conferences as opportunities to create experiences that spark ideas and relationships long after the event has ended. This is what keeps delegates coming back and what will set South Africa apart on the global stage.”
The timing could not be better. According to Tourism Update, South Africa is expected to make some of the biggest gains in the MICE sector in 2025, buoyed by both international demand and the country’s renewed commitment to the industry. The right mix of infrastructure, destination appeal and creative event design can propel South Africa into the top tier of MICE destinations globally.
Ultimately, the industry’s growth will depend on whether conferences evolve from being rigid agendas into immersive experiences. South Africa’s cultural richness, diverse cities and natural beauty provide a backdrop few countries can match. With venues like The Capital Hotel Group leading the way in transforming how events are imagined and delivered, the country is well on its way to claiming its MICE moment.
