A groundbreaking joint venture, Garden Route Unfound, has been launched to reposition the Garden Route as an undiscovered powerhouse for Meetings, Incentives, Conferences, and Exhibitions (MICE). Spearheaded by industry leaders Lynette Whittaker of Unfound Africa and Grindstone Media, John Arvanitakis of Chat’r Xperience, and Angelique Smith of ESI Global, this collaborative effort draws inspiration from other successful MICE marketing models to showcase the region’s natural beauty, modern venues, and sustainable experiences.
OLYMPUS DIGITAL CAMERABuilding on South Africa’s booming tourism sector, which welcomed 5.85 million visitors from January to July 2025 – a 14% increase from the same period in 2024 – Garden Route Unfound aims to capture a slice of the nation’s MICE market, valued at USD 6.6 billion in 2023 and poised for significant growth in 2026. The initiative highlights the Garden Route’s untapped potential, with recent data showing a 25.9% rise in hotel occupancy to 47.5% in July 2025, driving RevPAR up 47.1% to ZAR 741.02. By targeting off-peak months from May to August, the project addresses seasonality while boosting local economies, where tourism already contributes 14.8% to the district’s GDP.
At its core, Garden Route Unfound will establish a dedicated Destination Management Company (DMC) to provide end-to-end MICE services. The flagship event – an annual conference followed by a three-day Familiarisation (FAM) trip – is slated for May-August 2026 (date to be confirmed), inviting 30-50 MICE agents, Professional Conference Organisers (PCOs), and insiders to experience venues accommodating 50-300 delegates, alongside eco-adventures like forest team-building and wine tastings. This immersive format emphasises sustainability through carbon offsetting and community-focused activities.
“We’re not just selling events; we’re crafting stories and magic that resonate with corporate decision-makers seeking cost-effective, seamless destinations,” said Lynette Whittaker, Founder of Unfound Africa. “The Garden Route has been the proverbial Cinderella – overlooked for MICE despite its world-class offerings. This initiative will shake off the dust and reveal its true brilliance.”
John Arvanitakis, Founder of Chat’r Xperience, added: “With over 30 years in experiential marketing, we’re committed to turning ideas into impactful realities. Garden Route Unfound leverages our region’s heart – its people, heritage, and natural wonders – to drive economic uplift and job creation in hospitality.”
Angelique Smith, CEO of ESI Global, emphasised: “As visionaries in MICE and tourism, we know immersive experiences connect and inspire. This venture will equip agents to promote the Garden Route confidently, fostering long-term growth amid South Africa’s MICE sector expansion.”
Sponsorship opportunities are designed as low-risk, high-reward: venues offer complimentary spaces for the FAM trip in exchange for direct exposure to agents, while authorities provide endorsements and co-marketing. We aim to cover hard costs like flights and transfers through partners such as airlines and tourism boards, ensuring no major cash outlay for most contributors.
With South Africa’s inbound tourism recovering to 82% of 2019 levels and the global MICE industry valued at USD 523.3 billion in 2023, Garden Route Unfound positions the region to secure 5-10% of national MICE growth through targeted promotion. The timeline kicks off with stakeholder buy-in from October to December 2025, leading to agent recruitment in early 2026 and the inaugural event rollout.
For more details, sponsorship enquiries, or to join this transformative journey, contact:
- Lynette Whittaker: lynette@unfoundafrica.com | +27 (0)82 925 0558
- John Arvanitakis: john@chatr.co.za | +27 (0)83 415 2774
- Angelique Smith: angie@esiglobal.co.za | +27 (0)60 970 7653
About Garden Route Unfound
Garden Route Unfound is a collaborative initiative by Unfound Africa, Chat’r Xperience, and ESI Global, dedicated to elevating the Garden Route (from Riversdale to Plettenberg Bay) as a sustainable MICE destination. Rooted in local passion and expertise, it uncovers hidden gems for business events, fostering economic growth and community benefits. Contact any of our stakeholders above for more information.
