What South Africa Can Learn from APAC’s Business Events Revolution (GL)

AAsia-Pacific’s (APAC) business travel landscape is transforming at record speed. Fuelled by technology, sustainability imperatives, and changing traveller expectations, the region’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is evolving from logistics-driven operations to a sophisticated ecosystem focused on experience, data, and efficiency.

Artificial Intelligence is reshaping the corporate travel experience across APAC, moving from back-end automation to front-line personalisation. Approximately, 61% of MICE buyers now expect to use AI for predictive spend forecasting, sustainability scoring, and real-time budget management, which enables smarter decision-making and tighter financial controls. Beyond analytics, AI is being woven into every stage of the traveller and organiser journey, from intelligent itinerary planning that adapts to flight delays, to instant translation tools that bridge language gaps across the region’s diverse markets.

Event organisers are embracing AI to power attendee matchmaking, engagement tracking, and creative concept generation, while also deploying AI-generated agendas. This together with automated meeting notes, and smart content suggestions to boost efficiency and innovation which results in a corporate travel ecosystem that’s faster, smarter, and deeply personalised.

Phygital and Immersive Experiences Take Centre Stage

The “phygital” (physical + digital) trend is redefining event engagement across the region. Hybrid formats blend in-person energy with virtual reach, expanding audiences and improving exhibitor ROI. Venues like Marina Bay Sands (Singapore) and ICC Tainan (Taiwan) have set the bar with AR/VR broadcasting, holographic stages, and interactive digital booths. These immersive experiences are driving higher engagement, inclusivity, and data capture, creating measurable returns for organisers and destinations alike.

Streamlined Operations Through Attendee-Centric Solutions

Digital transformation is simplifying every touchpoint in the attendee journey. Facial recognition check-ins, QR-code access, and mobile apps now enable smooth and secure participation. At Marina Bay Sands, guests use smart hotel integrations to check in via facial recognition and access rooms digitally. The MeetforMiles platform, launched at The Meetings Show Asia Pacific, rewards attendee engagement with exhibitors, gamifying the event experience and deepening brand interaction. The outcome sees streamlined operations, reduced waiting times, and richer engagement, which all contribute to more efficient data-driven event management.

NDC is Revolutionising Business Travel

At the heart of travel modernisation lies NDC (New Distribution Capability), a standard developed by IATA to allow airlines to sell fares and services directly to customers through modern APIs. In plain terms, NDC brings transparency, flexibility, and personalisation. Corporate buyers can now access dynamic offers, such as seat upgrades, baggage options, or priority boarding in real time. 36% of APAC airlines have already adopted NDC, placing the region among global leaders. And for business event planners, NDC simplifies bookings, enhances choice, and supports smoother modifications while ushering in a new era of traveller convenience and operational control.

Sustainability Is Now Non-Negotiable

Sustainability has shifted from being a competitive differentiator to a baseline requirement. Over 60% of APAC buyers plan to embed sustainability practices, like carbon tracking and waste reduction, into their travel programs. Venues such as Sands Expo & Convention Centre (Singapore) and AsiaWorld-Expo (Hong Kong) are spearheading low-carbon initiatives, including LED energy systems, solar controls, and “green menus” featuring sustainable catering. Moreover, regional travel is on the rise as buyers opt for shorter trips with lower emissions. Improved intra-regional air and rail connectivity, visa-free access, and hybrid meetings are enabling more efficient and environmentally conscious business mobility.

Key Learnings for South Africa as a Business Events Destination

South Africa, as a competitive player in global business events, can draw powerful insights from APAC’s transformation:

Invest in Smart Infrastructure – Integrating IoT sensors (Internet of Things sensor- is a smart device that collects data from the physical environment, such as temperature, motion, light, air quality, crowd movement, or occupancy and sends that data through the internet to other systems for analysis and action), real-time crowd management tools, and AI-driven analytics into venues can enhance efficiency, security, and sustainability, key decision factors for international organisers.
Adopt Hybrid and Immersive Event Formats – Developing facilities with AR/VR (Augmented reality / Virtual reality) broadcasting and holographic capability can expand South Africa’s global reach and appeal to tech-savvy event planners.
Champion NDC and Seamless Travel – Encouraging local airlines and travel management companies to adopt NDC would allow corporate buyers and inbound event organisers to access dynamic fares and streamline bookings.
Embed Sustainability as a Core Standard – Position South Africa as a carbon-conscious MICE hub by aligning major venues with international and promoting low-carbon transport and catering options.
Enhance Attendee Experience Through Digital Tools – Mobile event apps, facial recognition check-ins, and real-time translation services can simplify participation, particularly for international delegates.
Data-Driven Storytelling for Competitive Advantage – Leveraging data from AI powered dashboards and digital engagement tools can help showcase impact, track ROI, and strengthen the business case for South Africa as a future-ready MICE destination.

Looking Ahead

The future of business travel is smart, sustainable, and deeply personalised. As APAC demonstrates, innovation and agility are key. South Africa can build on these lessons to strengthen its position as Africa’s premier business events hub, offering world-class infrastructure, unforgettable experiences, and a seamless blend of digital efficiency with authentic local warmth.

Sources:

https://experience.amexglobalbusinesstravel.com/me-forecast/2025/apac

https://www.gbta.org/wp-content/uploads/Business-Travel-Outlook-Poll-February-2025-vFinal.pdf

https://www.gbta.org/wp-content/uploads/GBTA-BTI-Report_2025_Executive-Summary-FINAL.pdf

https://www.kecc.com.tw/

https://mice.meettaiwan.com/meettaiwan/home/en/m/news/N2024040003/

https://5gsmartvenue.com.tw/en-us/

https://experience.amexglobalbusinesstravel.com/me-forecast/2025/apac

https://www.gbta.org/wp-content/uploads/Business-Travel-Outlook-Poll-February-2025-vFinal.pdf

https://www.gbta.org/wp-content/uploads/GBTA-BTI-Report_2025_Executive-Summary-FINAL.pdf

https://www.gbta.org/gbta-asia-pacific-conference-2025-reflects-the-dynamic-role-of-the-region-in-shaping-the-future-of-business-travel/

https://experience.amexglobalbusinesstravel.com/me-forecast/2025/apac