South Africa Showcases its wide variety of business events products at IBTM World 2025 in Spain

SSouth African Tourism (SA Tourism), through its business unit, the South Africa National Convention Bureau (SANCB), is proudly representing the country at IBTM World 2025, which opened yesterday, 18 November, and runs until 20 November in Barcelona, Spain.

As one of the world’s leading global gatherings for the business events industry, IBTM World provides a prime platform for South Africa to reaffirm its position as Africa’s business events powerhouse and a competitive, inclusive, world-class MICE destination.

The event has brought together thousands of global event professionals, decision-makers, and suppliers for business meetings, knowledge exchange, and innovation showcases. South Africa’s presence at IBTM World aligns strongly with the country’s tourism growth ambitions, the Government of National Unity’s priorities on economic inclusion, and the sector’s commitment to transforming the business events value chain.

Driving global competitiveness and economic impact

In the first half of the year, the South Africa National Convention Bureau has submitted 64 bids with the potential to generate R1.12 billion in economic impact. To date, 35 international events have been secured, attracting 15,975 delegates and adding R415 million to the national economy.

These achievements reflect the strength of South Africa’s integrated business events strategy and the country’s ongoing efforts to attract high-impact meetings, conventions, and exhibitions aligned with key national economic sectors including life sciences, manufacturing, agriculture, and medical sciences.

“South Africa’s business events industry continues to demonstrate a deep commitment to economic transformation,” said South African Tourism’s Acting CEO, Darryl Erasmus. “Our participation at IBTM World is about showcasing South Africa’s capabilities while strengthening global partnerships that drive sustainable growth and meaningful impact.

We have with us diverse product ranging from convention centres to world-class hotels and destination management companies. Through our destination showcase, we are also showcasing a dynamic network of almost 60 SMMEs, many of which are youth-and women-owned. They bring innovation, authenticity, and real economic impact into the value chain. This is the story we are proudly sharing with the world at IBTM.”

This year’s showcase at IBTM World is particularly significant as South Africa builds towards the 20th anniversary of Meetings Africa in 2026, the continent’s flagship business events trade show.

With the global industry’s attention firmly on Barcelona this week, the timing provides an opportunity to position South Africa and the rest of the African continent. The global MICE sector remains one of the largest and fastest-growing segments of the tourism economy. Valued at over USD 1.1 trillion in 2024, and projected to grow steadily through 2032, the sector presents increasing opportunities for destinations that combine infrastructure, innovation, and authentic culture.

South Africa is well positioned to capitalise on this growth. As part of its programme at IBTM World, South African Tourism is engaging with international media and buyers and other event organisers. These engagements are helping amplify narratives of growth, transformation, innovation, and regional collaboration.

Building SME pathways through strategic partnerships

South Africa’s participation at IBTM World is further strengthened by strategic partnerships with Small Tourism Enterprise Association (STEA), The South African Township and Village Tourism Association (SATOVITO), and SAACI - Southern African Association For The Conference Industry collaborations that reflect a shared commitment to creating meaningful, sustainable market access for South African SMEs. These partnerships are not symbolic; they are purposeful and designed to open international pathways that many emerging businesses would otherwise struggle to reach.

Through these relationships, South African entrepreneurs, creators, and innovators are being introduced to a new pool of high-value global buyers, many of whom are engaging with South Africa for the first time. This is deliberate, part of a broader effort to position both the destination and its people where opportunity is most abundant.

“Partnerships are vital for strengthening our position as a competitive, inclusive MICE destination. Looking ahead to 2026 and the 20th anniversary of Meetings Africa, we will continue to prioritise connections. Strategic events such as IBTM World, continue to provide a platform for the next generation of South African MICE professionals to grow and succeed on the global stage as we engage directly with global stakeholders,” said Glenton de Kock, CEO at SAACI.

“Our members offer something truly unique for events and meetings. If you’re looking for experiences that are different, authentic, and memorable, the Small Tourism Enterprise Association’s vetted members deliver unforgettable moments — the kind that bring a real wow factor to any occasion. A heartfelt thank-you to South African Tourism for showcasing our members. South Africa is open for business. Come find your joy,” Jabu Matsilele, the Chairperson of STEA.

Earlier this year at Meetings Africa 2025, South African SMEs delivered standout performances to an influential audience. Now, by bringing small businesses into the IBTM environment and connecting them to a fresh network of buyers, SA Tourism is ensuring momentum and continuity. This pipeline approach ensures that SMEs do not receive a single moment of exposure, but rather a sustained platform for growth, investment, and long-term success.

“Together with our partners, South Africa is building a bridge ranging from local talent to global markets; from potential to possibility; from small enterprise to global contender. This is how the sector grows. This is how SMEs are uplifted. And this is how South Africa strengthens its position as a leading business events destination,” adds Darryl.

As IBTM World continues, South Africa’s message is clear: the country is ready to welcome the world, ready to drive collaboration and ready to shape the future of global business events. South Africa Awaits – Come Find Your Joy.

Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations

Email: thandiwe@southafrica.net OR mediaq@southafrica.net

Website www.southafrica.net