Il Sudafrica nomina Corne Koch a capo dell'Ufficio Nazionale per le Convenzioni

South Africa’s Business Events Sector Takes a Leap Forward

South Africa has introduced a new chapter in its business events industry with the appointment of Ms. Corne Koch as Chief Convention Bureau Officer at the South African National Convention Bureau (SANCB), effective from December 1, 2025. This move comes at a significant time as the country actively promotes its capabilities in hosting international meetings, incentives, conferences, and exhibitions at the prestigious IBTM World 2025 event in Barcelona.

The SANCB, a critical division within South African Tourism, is tasked with advancing South Africa as a top-tier destination for business events. Its role extends beyond attracting gatherings; it acts as a driver of economic progress, transformation within the tourism sector, and enhances the nation’s stature on the global stage. In just the first half of 2025, SANCB successfully secured 35 bids, infusing more than R415 million into the local economy and attracting an estimated 16,000 delegates from around the world.

Strategic Vision Under New Leadership

Ms. Koch’s proven expertise in tourism marketing and destination promotion positions her well to guide the SANCB during an exciting growth phase. Having been instrumental as Head of the Cape Town and Western Cape Convention Bureau at Wesgro, she played a key role in establishing the Western Cape as Africa’s premier business-events hub, renowned for innovation and excellence.

Her leadership spans vital areas such as program management, forging strategic partnerships, event planning, and stakeholder engagement. These strengths are crucial as South Africa prepares to host a number of internationally significant events, including the upcoming G20 Leaders’ Summit. Additionally, the country is gearing up for the 20th edition of Meetings Africa in early 2025 and Africa’s Travel Indaba in 2026—both pivotal to showcasing the continent’s tourism and business-event potential.

Economic and Social Impacts of Business Events in South Africa

Business events have a transformative ripple effect that extends much further than tourism alone. They drive economic growth, signal knowledge exchange opportunities, and foster sector-wide collaboration. Ms. Koch stresses the importance of a united effort involving government entities, academia, and private industry in advancing South Africa’s convention ecosystem. The goal is clear: to cement South Africa’s status as Africa’s leading venue for high-value global meetings, conferences, and exhibitions.

Darryl Erasmus, Acting CEO and COO of South African Tourism, affirms that this appointment reflects a commitment to assembling visionary leaders to steer the organization through a landmark period. South Africa’s strategy includes leveraging major events to heighten the country’s international profile and competitive advantage.

South Africa’s Unique Appeal for Business and Leisure

The nation’s diverse tourism portfolio is a cornerstone of its appeal. With bustling metropolitan hubs, world-class convention centers, and stunning natural scenery, South Africa offers an enticing blend of professional efficiency and leisure opportunities. This balance is a key highlight at global platforms such as IBTM World, where the country showcases its readiness to deliver seamless and innovative event experiences.

The business events sector not only funnels fresh investment into the economy but also supports small businesses and boosts job creation, contributing significantly to South Africa’s image as a reliable and sophisticated host. The forthcoming G20 Summit and other international conferences will further demonstrate South Africa’s capabilities and commitment to excellence in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.

Historical Context: The Rise of Convention Tourism in Africa

The development of convention tourism in Africa is closely tied to the continent’s broader economic growth and infrastructural development over the past few decades. South Africa, in particular, has emerged as a regional leader thanks to significant investments in transport, hospitality, and event facilities. The country boasts some of Africa’s most advanced airports and convention precincts, which have drawn numerous international airlines and increased connectivity.

Convention bureaus like SANCB have helped professionalize and market the continent’s business-event offerings, attracting a growing number of global events. Historically, these bureaus have evolved from simple information centers into sophisticated organizations that coordinate large-scale international gatherings, thus positioning cities as competitive event destinations.

Table: South Africa’s Business Event Contributions (First Half of 2025)

Outlook for South African Business Events and the Global MICE Industry

Given its economic momentum and recent successes, South Africa is poised to deepen its footprint in the international meetings and exhibitions sphere. The strategic focus on quality, innovation, and stakeholder collaboration will be crucial as the country aims to attract events that deliver high economic impact and foster sustainable growth.

The increasing importance of business events globally also reflects a broader trend where cities and countries compete vigorously to become preferred venues for global summits, expos, and incentive travel. South Africa’s rising prominence signals fresh opportunities for cooperation across Africa’s travel and tourism ecosystem, including cruise, yachting, and other leisure activities that complement business tourism.

Key Areas for Growth

• Enhancing infrastructure and connectivity to facilitate seamless international access
• Developing cutting-edge event venues and technological capabilities
• Building capacity and expertise among hospitality and event management professionals
• Promoting sustainability and inclusivity in business event planning and execution

Conclusion: South Africa’s Bright Horizon in Business Events and Beyond

With the capable leadership of Ms. Corne Koch at the SANCB, South Africa is on track to capitalize on its growing reputation as a premier destination for business events. The country’s unique blend of vibrant cities, natural beauty, and world-class facilities makes it a magnet for international delegates and investors alike. The sector’s economic contributions extend beyond direct tourism, creating ripple effects in employment and local commerce.

For those interested in exploring South Africa’s dynamic waterfronts, marinas, and coastal resorts, the business events boom may intertwine beautifully with opportunities to enjoy the sea, sailing, and yachting activities. Travelers and event attendees will find that combining business with leisure is easily achievable in this compelling destination.

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