Business Events Africa - Vol 46 No 03

www.businesseventsafrica.com

Voice of the Business Events Industry in Africa

Vol 46 No 03 MARCH 2026

Creating Experiences That

Move People, Brands, and

Business Forward.

Business Events Africa: serving the business events industry for 46 years

CONTENTS


Voice of the Business Events Industry in Africa

Vol 46 No 03 MARCH 2026

Creating Experiences That

Move People, Brands, and

Business Forward.

Cover Feature

COVER STORY

06 The business events potential is endless.

On the pages

EDITOR’S COMMENT

04 The business events potential is endless.

NEWS

05 South African Tourism announces key executive

appointments.

SADIO EVENTS

10 Saada Simpemba: Architect of Tanzania’s event

excellence.

MEETINGS AFRICA 2026 REPORT

12 Meetings Africa 2026: Celebrating 20 years of

‘Connecting Africa to the World’.

HOSTEX 2026

20 Hostex 2026 records growth in visitor numbers and

exhibitors.

UMODZI PARK

23 A new dawn for Umodzi Park: A story of unity and

ambition.

PREMIER HOTELS & RESORTS

24 Premier Hotel Cape Town—captivates guests with

sea views.

TOP TIPS

27 Beyond the brochure: 8 ways to craft memorable

expo experiences.

TANZANIA

28 Arusha, Tanzania—home of the 2026 euromic

AGM.

THE MASLOW SANDTON

29 The Maslow Sandton: A garden oasis powering the

future of conferencing.

CAPE GRACE

32 Cape Grace introduces next-generation

banqueting suites.

POWER AFRICA EXECUTIVE FORUM

35 A call to leadership towards 2035.

WTM AFRICA 2026

36 WTM Africa 2026 spotlights future-focused

tourism sustainability.

ICCA NEWS

38 ICCA to develop first-ever global impact

measurement tool for association conferences.

VOL 46 No 03 MARCH 2026

Why experience-driven

recognition is reshaping how

high-performing teams are

being motivated to achieve.

INSIDE TRACK

39 Beyond one province: Rethinking geographic

spread in South Africa.

LOCAL PERSPECTIVE

40 2026 Hospitality and beyond—shifting sands

(Part 2).

HOTEL & HOSPITALITY EXPO AFRICA

2026

42 Hotel & Hospitality Expo Africa 2026 registration

opens.

VENUE NEWS

43 Conferences and team getaways in the bush—

Step away from the office and into the bush.

44 Introducing InterContinental Table Bay Cape Town.

MARKET NEWS

46 A R270-million vote of confidence in Gqeberha’s

youth.

48 Dream Hotels & Resorts expands African footprint.

49 Charter Cities Institute & Waterfall City to host

2026 New Cities Summit in Johannesburg.

50 Gastronomy Africa announces CSIR ICC as official

venue for 2026 conference.

51 South Africa to host Pan-African Tourism

Stakeholders at the Africa Tourism Leadership

Forum (ATLF) & Awards 2026.

Association news

SAACI

52 The right time is exactly now.

EXSA

54 Euroshop 2026: A global gathering of creative

minds.

SITE

56 SITE Global Conference 2026: Strategic impact and

industry transformation.

EVENT GREENING FORUM

58 From pledge to practice: A wake-up call for African

business events.

AAXO

59 Connections to conversions—building

relationships that deliver ROI.

Regulars

DIRECTORY

60 Directory of associations.

MARKET NEWS

62 New General Manager at Meropa Casino &

Entertainment World.

INDEX

62 Index of advertisers and contributors.

THE LAST WORD

63 Africa’s tourism awakening: Capturing the

continent’s $322bn potential.

The authority on meetings,

exhibitions, special events and

incentives management

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(Reg No. 1981/011920/07)

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MANAGING DIRECTOR:

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EDITOR:

Irene Costa

gomesi@iafrica.com

ART DIRECTOR:

Vincent Goode

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DISTRIBUTION MANAGER:

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SALES REPRESENTATIVES:

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PUBLICATION DETAILS:

Business Events Africa

March 2026 — Volume 46 No 03

Business Events Africa has 12 issues a year

and is published monthly. This magazine

is only available in digital format.

publishers of Business Events Africa, is a member of:


EDITOR’S COMMENT

The business events potential is endless

Here we go again—that unsettling feeling of uncertainty creeping in, the

same one many of us last felt at the beginning of Covid-19.

As the war in the Middle East continues and global

tensions rise, the unknown begins to cast its shadow,

and with it comes fear. But, unlike 2020, we are not

entering this moment unprepared. As the business events

industry, as Team SA, we are stronger, wiser, and far better

equipped for whatever comes next.

If the past few years have taught us anything, it is that

uncertainty is not the enemy—it is that uncertainty is not

the enemy. It’s a catalyst. In every disruption, there are

opportunities, but only visible to those willing to think

beyond the box entirely.

Today, business events are no longer only about the

programme; they’re also about the experience. How did the

event make you feel? What stayed with you long after you

left? What shifted in you? But, this is where the industry is

heading: toward experiences that resonate on a human level.

Look at LIV Golf, hosted for the first time at Steyn City,

Johannesburg, this March. Over 100,000 visitors in four days,

and every person I have spoken to left having had a ‘wow’

experience. South Africa showed up, stood tall, and delivered.

The event was more than golf; it was a masterclass in

experience design. No wonder next year’s dates are already

confirmed, and the FOMO is real. Those who missed out this

year will be first in line for tickets for LIV Golf 2027.

But we cannot ignore the realities. Rising fuel prices, a

direct consequence of the Middle East conflict, will affect

travel. Delegate numbers may dip. International attendance

may tighten. And hybrid will rise again, not as a fallback, but

as a strategic necessity.

But, this time, hybrid must evolve. No more static screens

and passive streaming. No more ‘online as an afterthought’.

We need experience-driven hybrid-multisensory,

intentional, and emotionally engaging solutions.

This is where creativity becomes our superpower.

Imagine:

• Curated meal and coffee packages delivered to online

delegates, so they share the same break experience as

those onsite.

• Real online networking breakaways, not just chat boxes.

• Shared sensory cues—like a signature scent sent to online

attendees and used in the venue, creating a subconscious

connection.

• Tactile elements mailed ahead of time to build anticipation

and deepen engagement.

• Live micro-moments designed specifically for virtual

audiences, so they feel included, not peripheral.

These are just a few ideas. The point is: hybrid is not a

compromise. It’s a canvas.

The potential is endless—if we are brave enough to

reimagine it.

In times like these, the industry has two choices: retreat or

reinvent. And, if there is one thing South Africa has proven,

from LIV Golf to global summits to world-class events, it is

that we do not retreat.

Uncertainty may be here again, but so are we—stronger,

smarter, and ready for whatever comes next.

Email: gomesi@iafrica.com

Credit: Hein Liebetrau

4 Business Events Africa March 2026


NEWS

South African Tourism announces

key executive appointments

South African Tourism is proud to announce the appointments of Ms Sithembile Ndaba as

Chief Marketing Officer (CMO), effective 1 April 2026, and Mr Ismail Dockrat as Chief

Operating Officer (COO), effective 1 May 2026.

These appointments further strengthen

South African Tourism’s leadership and

governance as the organisation

continues to market South Africa as a

globally competitive and inspiring tourism

destination. They also complete the

organisation’s full executive leadership team,

following the recent appointments of the

Chief Financial Officer and Chief Audit

Executive in January 2026, as well as the

Chief Convention Bureau Officer in

December 2025, further enhancing South

African Tourism’s capacity to deliver on its

mandate.

Sithembile Ndaba, CM(SA) MCom, is a

highly accomplished marketing and

communications executive with more than

25 years’ experience spanning brand

strategy, global positioning, integrated

marketing, and reputation management.

She has worked across both the public and

private sectors, including multinational

FMCG organisations such as Pioneer Foods,

Tiger Brands, and Unilever.

Sithembile joins South African Tourism

from Brand South Africa, where she served

as General Manager: Marketing and held

leadership roles including Acting Chief

Executive Officer and Acting Chief

Marketing Officer. During her tenure, she

played a pivotal role in advancing South

Africa’s nation brand identity and global

reputation, spearheading domestic

programmes and representing the

organisation on international platforms such

as the World Economic Forum and BRICS.

Sithembile also contributes to global

marketing thought leadership as an advisory

board member of the CMO Council Sub-

Saharan Africa chapter and City Nation Place

(UK), a leading platform for place branding

and destination marketing. Sithembile said:

“Every new role is an opportunity to

reimagine what’s possible. I step into this

role with gratitude, clarity of purpose, and a

deep commitment to building with others,

because the best journeys are never walked

alone.”

Ismail Dockrat is a highly experienced

executive with over 25 years’ leadership

experience across sectors including aviation,

aerospace manufacturing, logistics and

distribution, trade, investment and tourism

promotion, and go-to-market execution. He

has held senior roles at leading South

African institutions, including CSIR,

ARMSCOR, Trade and Investment South

Africa (TISA), WESGRO, DENEL, and Glodina.

An engineer by training with an MBA from

the University of Cape Town, Ismail

combines technical expertise with strong

strategic and commercial acumen. He has

led organisational turnarounds,

strengthened governance, and driven digital

transformation initiatives that have

enhanced operational efficiency and

supported sustainable growth. Recognised

for his leadership with accolades such as

South Africa’s Boss of the Year (2005), he is a

Sainsbury Management Fellow, a Fellow of

the Africa Leadership Initiative, and a visiting

scholar at the University of Cambridge.

Ismail said: “Serving my beautiful country fills

me with pride, and I believe South Africa

shines as one of the world’s top destinations,

offering unparalleled adventures and

cultural richness. I look forward to driving

operational excellence and innovation,

working closely with our teams and

partners, to showcase our nation’s

unmatched beauty and spirit, inspiring

travellers from every corner of the globe.”

Commenting on the appointments,

Acting Chief Executive Officer, Dr Shamilla

Chettiar, said: “With the appointments of

Sithembile and Ismail, South African Tourism

now has a full executive leadership team.

This formidable executive team is well

positioned to drive organisational

excellence, transformation within South

African Tourism, and global elevation of

South Africa’s tourism brand. I have every

confidence that the combined expertise and

leadership of this team will drive tourism to

new heights and create meaningful impact

for all our stakeholders.”

Sithembile Ndaba—Chief Marketing Officer.

Ismail Dockrat as Chief Operating Officer.


Business Events Africa March 2026 5

COVER STORY

Incentive travel is redefining how

organisations drive performance

Why experience-driven recognition is reshaping how high-performing teams are being motivated

to achieve.

Most corporate reward

programmes fall short for

a simple reason: they

focus on the reward rather

than the impact.

A voucher, a bonus or a standard incentive

may acknowledge performance, but it rarely

changes behaviour. The most effective

recognition programmes do something far

more powerful. They create moments that

people remember, talk about and strive to

experience again. That is where incentive

travel becomes transformational rather than

transactional.

In the growing competition for talent,

performance and loyalty, recognition can no

longer be routine. High performers expect

experiences that reflect the level at which

they operate. When recognition is

meaningful and memorable, it does more

than celebrate success; it reinforces the

behaviours that created it in the first place

and inspires teams to pursue the next

milestone.

This philosophy has shaped Uwin Iwin’s

approach for more than three decades.

Across industries ranging from automotive

and financial services to mining and

telecommunications, the company has

developed programmes designed to drive

performance rather than simply reward it.

These initiatives are not structured as onceoff

trips or leisure experiences, but rather as

carefully designed performance tools that

connect recognition with aspiration.

The difference lies in the experience itself.

A truly effective incentive journey creates

moments that participants could never

replicate on their own.

Sometimes that means unlocking access

that would otherwise be impossible.

During the Rugby World Cup in Paris,

participants enjoyed an exclusive lunch at

Madame Brasserie inside the Eiffel Tower,

turning one of the world’s most iconic

landmarks into a private celebration of

achievement. In Lapland, top performers

travelled through snow-covered landscapes

by reindeer sleigh, transforming a

performance reward into an unforgettable

personal memory. In another programme

concept, a gala recognition event was

designed for the Acropolis Museum in

Athens, turning a historic cultural landmark

into a celebration of achievement.

Curating experiences of this calibre goes

far beyond booking a destination. It

demands a deep understanding of

motivation, culture and the emotional

power of shared achievement. It also



COVER STORY

requires a longstanding, far-reaching

network of relationships with providers

across the world. Uwin Iwin has both.

Designing experiences that drive

performance

If incentive travel is going to influence

behaviour, the experience itself cannot be

ordinary. Why? High performers do not

respond to generic programmes or

destinations that feel ‘been there, done that’.

They respond to moments that feel

exceptional, intentional and impossible to

replicate outside of the programme itself.

Thoughtful programme design, therefore,

becomes critical. The most effective incentive

journeys are built around a simple principle:

every element of the experience should

reinforce the significance of the achievement

that earned it. Destinations are selected for

the stories and exclusive moments they make

possible, such as a private Rovos Rail charter

combined with a Hayward’s Grand Safari

mobile tented camp overlooking Lake St Lucia

at Hell’s Gate in iSimangaliso Wetland Park, a

location never previously used for tourism and

made accessible through a special park

permit.

At the heart of these programmes lies the

idea that recognition should feel earned

rather than given. When participants arrive at

a destination that has been intentionally

selected, when experiences feel curated rather

than packaged, and when recognition

moments are designed to celebrate

achievement in meaningful ways, the

incentive becomes highly aspirational.

This is the distinction between reward and

recognition. A reward is received and

forgotten. Recognition, when designed as an

experience, becomes a core part of the

culture that people aspire to be a part of. And

their behaviour follows suit.

Global programmes, precision execution

While the recognition moments often capture

the imagination, the real strength of an

unforgettable incentive programme lies in the

precision behind its delivery.

Delivering exceptional experiences for highperforming

teams requires far more than

selecting an appealing destination. It

demands strategic planning, operational

discipline and the ability to manage complex

programmes across multiple environments

and cultures.

Over the years, Uwin Iwin has delivered

incentive travel programmes across some of

the world’s most compelling destinations,

each meticulously tailored to the client's

objectives and participants' profiles.

In Vietnam, participants moved between

the vibrant streets of Hanoi and the natural

beauty of Ha Long Bay before gathering for a

remarkable welcome dinner inside the historic

Thang Long Citadel.

Other programmes have taken top

performers to destinations such as Dubai and

Rio de Janeiro, where large-scale events have

hosted hundreds of participants in some of

the world’s most dynamic cities. In Rio 2025,

the company hosted the largest incentive

group in its history, welcoming 320

participants. From Mediterranean cruise

itineraries through Italy, Greece and Turkey to

alpine experiences in Switzerland, including

Michelin-star dining and exclusive chocolate

making, and adventure programmes in

Reunion Island, the focus remains consistent:

creating journeys that combine inspiration

with seamless delivery.

Behind every programme sits a

sophisticated logistical framework. Flights,

accommodation, destination partners, venues

and experiences must align perfectly to

ensure participants can focus entirely on the

recognition moment itself.

In the world of incentive travel, inspiration

may capture attention, but disciplined

delivery ultimately defines the success of the

journey.

The human expertise behind

exceptional programmes

Extraordinary incentive travel programmes

are often judged by the moments

participants experience. What is less visible,

but equally important, is the expertise

required to bring those moments to life.

While technology has made it easier than

ever to research destinations or assemble

travel itineraries, designing a truly impactful

incentive programme requires something far

more nuanced. It demands an understanding

of people, performance and the psychology

of recognition.

Years of delivering complex programmes

across the globe have allowed Uwin Iwin to

develop a team capable of balancing

creativity with operational discipline. A

network of specialists who understand the

intricacies of international logistics,

destination partnerships and participant

engagement forms the backbone of every

project from concept to implementation to

completion.

Experience has also reinforced the

importance of solid crisis management

frameworks in incentive travel. In an

increasingly unpredictable global

environment, programmes must be

supported by structured contingency

planning, clear communication protocols and

rapid response capabilities. The true measure

of a programme is not only how memorable

it is, but how well prepared it is when

unexpected situations arise.

Leadership continues to play an important

role in shaping the future of the company’s

travel and events capability. The appointment



COVER STORY

of Keke Matlou as Director of Incentive Travel

& Events represents a significant step in

strengthening this division. With extensive

experience managing large-scale

programmes and leading operational teams,

her focus is on elevating the quality of

experiences while expanding Uwin Iwin’s

global incentive travel offering.

The company’s work has also received

international recognition. Programmes have

been honoured with SITE Crystal Awards for

outstanding incentive travel events, the IMEX

Academy Award for the Middle East and

Africa, and recognition from the Incentive

Marketing Association, reflecting the ability

to consistently deliver programmes that

combine creativity with measurable business

impact.

Expanding the destination experience

with QDMC

As the global meetings, incentives,

conferences and events industry continues to

evolve, expectations from international

buyers are changing. Delivering memorable

programmes is no longer enough;

organisations now expect destination

partners who can combine creativity with

speed, transparency and operational

precision.

This shift has led to the launch of QDMC, a

Quality Destination Management Company

designed to support the modern MICE

industry while strengthening South Africa’s

position as a world-class business events

destination.

Operating within the Uwin Iwin Group,

QDMC provides comprehensive destination

management solutions for meetings,

incentives, conferences and corporate events.

Its delivery model is built around four pillars:

service, logistics, technology and people.

Technology enables faster response times

and improved visibility for planners and

clients, ensuring programmes can be

designed and executed efficiently. At the

same time, experienced local teams ensure

programmes remain culturally informed,

responsibly delivered and fully connected to

the destinations in which they operate.

Showcasing South Africa through

meaningful business events

Beyond logistics, destination management

carries a broader responsibility. Business

events shape how international visitors

experience a country, influencing

perceptions that extend well beyond the

programme itself.

South Africa offers an extraordinary

combination of world-class infrastructure,

cultural richness and natural landscapes.

Through initiatives such as QDMC, the group

aims to contribute to the continued growth

of the country’s business tourism sector. By

working with ethical suppliers, supporting

local businesses and encouraging sustainable

practices, programmes can create

meaningful economic and social impact

while still delivering memorable experiences

for participants.

Turning recognition into lasting impact

For organisations focused on performance,

recognition has evolved beyond simple

reward structures. Today, it plays a central role

in how companies engage, motivate and

retain their best people.

Experiences have become one of the most

effective ways to elevate that recognition.

When people associate achievement with

moments that feel meaningful, personal and

memorable, recognition becomes something

far more powerful than a traditional

incentive.

Uwin Iwin has more than 30 years of

hands-on industry insight, working with

businesses of all sizes and across all sectors to

transform recognition into experiences that

resonate long after participants return home.

With the continued evolution of its travel and

events offering, alongside the launch of

QDMC, the intention to delivering

programmes that connect performance with

meaningful experiences has never been

stronger.

In the end, the most powerful incentive

programmes are not remembered for the

destinations alone. They are remembered for

how they made people feel about their work,

their achievements and their potential.

For those seeking to unlock the next level

of performance from their people, incentive

travel is increasingly emerging as a strategic

tool rather than a discretionary reward. That

distinction can make all the difference.

Contact information

Tel: 011 557 5700

Website: uwiniwin.co.za

Email: info@uwiniwin.co.za





SADIO EVENTS

Saada Simpemba: Architect

of Tanzania’s event excellence

How vision, resilience, and innovation are shaping the future of Sadio Events.

Rooted in Tanzania’s vibrant cultural

heritage and growing business

landscape, Saada Sipemba, Founder

and Managing Director, stands as a

trailblazer, leading Sadio Events to become

a beacon of seamless and impactful

gatherings. Her journey is a testament to

visionary leadership, resilience in the face of

adversity, and the power of purpose-driven

enterprise.

From chance to change

Ms Sipemba’s route into the events industry

was anything but traditional. Armed with

hands-on experience in the finance sector,

where she first carved her professional path,

she honed her natural ability to identify

opportunities. It was here, amidst the dayto-day

demands of logistics and travel, that

she recognised a gap for a travel agency

and seized the opportunity, launching her

own business after rigorous training. Yet, like

many entrepreneurs, her plans were

abruptly halted by the Covid pandemic—a

period that forced reflection and

reimagining.

Igniting a passion for business events

A pivotal meeting with the African Society

of Association Executives (AfSAE) opened

Ms Sipemba’s eyes to the vast potential of

business events. Beginning with AGMs for

corporate clients, she expanded her services

to include team-building and other events,

learning the ropes as her ambitions grew.

Her first major event – a 700-person

gathering in Arusha - proved to be a steep

but rewarding learning curve, unlocking

doors to government contracts and largerscale

productions.

Saada Simpemba.

Embracing global standards and

sustainable innovation

Everything shifted when Ms Sipemba joined

the International Congress and Convention

Association (ICCA), undertaking skills training

regionally and attending the ICCA Congress

in Porto in 2025. There, she discovered the

transformative impact of technology in

conferences and the critical importance of

sustainability. These experiences have shaped

her approach, ensuring that Sadio Events is

not only a local leader but also a company

with global vision and standards.



SADIO EVENTS

Sadio Events: Building legacies, not

just events

Under Ms Sipemba’s stewardship, Sadio

Events has become synonymous with

excellence, reliability, and bold innovation.

The company’s ethos goes beyond ticking

checklists—it’s about curating holistic

experiences, where every detail is

meticulously managed and every event

becomes a platform for networking,

inspiration, and growth. Sadio Events

delivers thought leadership conferences,

exclusive product showcases, energetic

retreats, and glittering galas, with

advanced technology, branding, and

translation services ensuring every

message resonates far and wide.

Elevating Tanzania’s business event

industry

Ms Sipemba’s vision extends far beyond

her own enterprise. She is passionate

about positioning Tanzania as a premier

business events destination, leveraging its

world-class infrastructure such as the

Arusha International Convention Centre

(AICC), alongside a new International

Convention Centre currently in

development; and an expanding network

of international hotels. Ms Sipemba

advocates for the creation of a National

Convention Bureau, believing it would

attract international conferences and

support Tanzania’s growth as an events

hub.

“The future—we have many

opportunities to grow business events in

Tanzania, and we are currently exploring

the creation of our own events. There are

so many opportunities,” Ms Sipemba

remarked, reflecting her optimism and

drive.

Expertise and trust: Why clients

choose Sadio Events

• Experience and expertise: Years of

hands-on work empower Sadio Events

to manage any event, embracing the

latest trends and technologies.

• Personalised approach: Every client’s

needs are unique, and Sadio Events

tailors its services to ensure every event

is truly one of a kind.

• Attention to detail: From initial concept

to flawless execution, the team ensures

every aspect is managed with care and

precision.

• Comprehensive services: From

planning and design to on-site

coordination and post-event analysis,

clients enjoy a seamless experience.

The true measure of Sadio Events lies in

glowing testimonials and enduring

partnerships—proof of a portfolio built on

trust and professionalism. As a certified

Professional Conference Organiser (PCO) in

Tanzania, Sadio Events transforms

gatherings into immersive experiences,

blending local vibrancy with global

exposure.

Legacy and future

Ms Sipemba’s leadership has propelled

Sadio Events to new heights, offering endto-end

solutions and setting new

standards for event management in

Tanzania. Her ambition is not only to

expand Tanzania’s business events

footprint, but also to create regional events

across East Africa, leaving a lasting legacy

in every gathering she organises.

Driven by creativity, dedication, and a

commitment to client satisfaction, Ms

Sipemba exemplifies what it means to

architect legacies, not just events. For

those seeking to elevate their next

gathering in Tanzania or beyond, Sadio

Events, under Ms Sipemba’s guidance,

promises to transcend the ordinary,

crafting impactful memories that linger

long after the final curtain falls.

Contact Information

Email: info@sadioevents.co.tz

Website: sadioevents.co.tz

Tel: +255 767 604 705




Meetings Africa official opening 2026.

Meetings Africa 2026: Celebrating 20 years

of ‘Connecting Africa to the World’

Meetings Africa 2026 marked a milestone moment for the continent’s business events sector,

as the pan- African trade show celebrated 20 years of ‘Connecting Africa to the World’. Held

from 23-25 February 2026 at the Sandton Convention Centre, this year’s edition reinforced the

event’s reputation as a catalyst for economic growth, collaboration and continental visibility.

The trade show opened with the

annual Business Opportunity

Networking Day (BONDay) on

23 February, followed by two

energetic days of exhibitions,

meetings, knowledge sharing and networking.

With its theme echoing two decades of

progress, Meetings Africa 2026 demonstrated

not only how far the industry has come, but

how much potential still lies ahead.

A growing economic powerhouse

In her keynote address, Minister of Tourism

Patricia de Lille highlighted the remarkable

economic impact of Meetings Africa in recent

years.

She noted that the event’s contribution to

the economy has nearly doubled, rising from

R371 million in 2023, to R690 million in 2025.

Over the past three years, the platform has also

created and sustained more than 2,600 jobs.

This year’s show welcomed:

• 375 hosted buyers

• 325 exhibiting companies

• Buyers from 53 countries

• 6,440 confirmed business meetings

“Each of these meetings represents a

connection,” Minister De Lille said. “And each


connection represents possibility. And each

possibility represents progress.”

Minister De Lille also celebrated the

presence of 21 African countries, reinforcing

Africa’s growing influence in global business

events. The Minister further commended

Rwanda on securing the ICCA Congress 2027,

and highlighted South Africa’s recent hosting

of the G20 Leaders’ Summit, which has

strengthened global confidence in the

country’s capabilities.

Driving growth through strategic

bidding

Minister De Lille emphasised the role of

meetings, incentives, conventions and

exhibitions as “aggregators of economic

growth and job creation.”

BONDay 2026.

Since the start of the 2025/26 financial

year, the South African National Convention

Bureau (SANCB) has supported 100

international bids, securing 52 confirmed

events for the period 2025–2030.

These events are expected to:

• Contribute nearly R1-billion to the

economy

• Attract over 33,000 international and

regional delegates

• Be hosted across cities including

Johannesburg, Tshwane, Durban, Cape

Town, Hermanus, Mbombela, Grabouw,

Bela- Bela, Skukuza and Sun City

The SANCB invested R21.3 million,

through its Bid Support Programme, to

secure these events, aligning with the

Tourism Growth Partnership Plan.



Across the show floor, exhibitors reported meaningful

engagements, strong buyer interest and renewed optimism

for Africa’s MICE sector.

Exhibitor feedback

buyers and industry leaders. It was a valuable platform to engage

with partners, exchange ideas, and highlight the growing

potential of Nairobi and East Africa as emerging hubs for business

events. The conversations and partnerships formed during the

show reinforce the importance of collaboration in strengthening

Africa’s MICE industry.”

Wayne Neath, Commercial Director of Premier

Hotels & Resorts, said: “It was a pleasure for the Premier

Hotels & Resorts team to attend this year’s Meetings Africa,

where we had the opportunity to reconnect with many of our

valued trade partners and familiar industry faces. The event once

again proved to be a wonderful platform to engage with

colleagues across the sector, exchange ideas, and explore the

latest trends, innovations and exciting developments shaping the

future of the African tourism and MICE industry.”

“Beyond the insightful conversations and industry updates, it

is always particularly rewarding to spend time strengthening

existing relationships while building new ones. This year was

especially memorable as we connected with a number of

international agents and buyers, many visiting South Africa for

the very first time, which provided a fantastic opportunity to

showcase not only our properties, but the incredible experiences

our country has to offer.”

“We extend our sincere appreciation to everyone who took

the time to meet with us. We look forward to continuing these

conversations and to welcoming many of you to Premier Hotels &

Resorts in the near future,” Mr Neath said.

Veruschka Reddy, Sales Manager, Southern Sun,

said: “Meetings Africa remains an essential platform for

meaningful engagement with local, regional and international

MICE buyers. This year we are seeing growing demand for

meetings that blend business efficiency with authentic

destination storytelling. Buyers want intentional experiences

tailored to their needs.’

She added that success in the sector increasingly depends on

flexible spaces, integrated technology and strong partnerships

with convention bureaux to deliver seamless, high-value events.

Yugashnee Naicker, Group Sales Manager,

Peermont Hotels, Casinos and Resorts, said: “Meetings

Africa was impactful, and we had successful meetings with the

buyers from Africa and China who had conference requests. There

was knowledge exchange and networking with a high volume of

educational sessions available over the three days. The team met

with meetings planners from the various countries, and we had

representation of our properties on the Botswana and Mpumalanga

stands. Meetings Africa provide opportunities to meet industry

leaders and peers face-to-face.”

Kelvin Rukenya, Founder & Visionary—

Meet Nairobi 2026, said: “Meetings Africa continues to

play a vital role in connecting African destinations with global

Alex Wrottesley, Managing Director: Business

Events, Into Africa, said: “Meetings Africa is a show that

represents us all within the African business events landscape. It

is a valuable platform that provides Into Africa with the

opportunity to showcase our amazing destination to handpicked

buyers from around the world. This one-on-one time in

the destination helps us to get to know the buyers while

demonstrating the value of working with DMCs like ours.

Alongside the sales component, we also value the time it gives

for peer-to-peer networking.”

Kathy Lavery, Business Development Manager of

euromic, also representing Walthers at Meetings Africa, said:

“Despite some pre-event challenges, the atmosphere at Meetings

Africa was positive, with a busy show floor and strong buyer

engagement. Flexibility and patience were part of the experience,

as they often are in our industry.”

Ms Lavery noted that the event offered valuable insight into

industry shifts. “The venue felt busy yet relaxed, with a mix of

familiar faces, new connections and steady back-to-back

meetings. Buyers were focused on practical planning, reliable

partners, and how destinations are adapting to changing client

expectations.”

“What I value most is reconnecting face to face—many of the

best conversations happen in the corridors or over coffee,” she said.

“It’s a reminder that our industry still runs on relationships.’

Ms Lavery concluded: “By the end, it felt less like a trade show

and more like a catchup with the wider industry—always busy,

always interesting, and always about building the future together.”




Behind the scenes

While the show floor buzzed with activity, the

days leading up to the event highlighted the

complexities of organising a large

international trade show. Some hosted

buyers received late flight confirmations,

while others were unable to travel due to late

ticketing.

Yet, as exhibitors noted, flexibility and

patience remain part of the industry’s DNA

and the show ultimately delivered strong

attendance and engagement.

A milestone year with momentum for

the future

As Meetings Africa celebrated its 20- year

legacy, the event reaffirmed its role as a

cornerstone of Africa’s business events

ecosystem. It remains a platform where:

• Relationships are strengthened

• New partnerships are forged

• Destinations showcase their capabilities

• The continent speaks with a unified voice

With renewed confidence, growing global

interest, and a strong pipeline of secured

events, Africa’s MICE industry is poised for

continued growth.

Here’s to an even stronger, more seamless

Meetings Africa in 2027—and to the next 20

years of connecting Africa to the world.

Meetings Africa—Legacy Awards

This year’s awards recognised organisations

that have demonstrated long-standing

commitment to the platform, industry

leadership, and excellence in sustainable

exhibition practices. Their participation and

partnership continue to strengthen Africa’s

voice within the global business events

community.

The Legacy Awards form a special part of

the Meetings Africa 20-year celebration,

recognising exhibitors whose consistent

participation has helped shape the evolution

and success of the show since its early years.

These organisations have demonstrated

enduring commitment, partnership, and

belief in the Meetings Africa platform,

contributing to the growth of Africa's

business events industry and helping

position the continent as a competitive and

dynamic global destination for meetings,

incentives, conferences, and exhibitions.

Through their sustained support over

nearly two decades, these exhibitors have not

only contributed to the success of Meetings

Africa, but have also played an important role

in building networks, strengthening

collaboration across the continent, and

advancing Africa’s business events

ecosystem.

Legacy Award Winners:

• Cape Town & Western Cape Convention

Bureau—19 years

• Cape Town International Convention

Centre—20 years

• CSIR International Convention Centre—

19 years

• North West Parks & Tourism Board—

20 years

• Protea Hotels by Marriott—20 years

• Southern African Association for the

Conference Industry (SAACI)—20 years

• Southern Sun—20 years

• The Blue Train—19 years

Bid Partner Recognition

Meetings Africa also acknowledges our Bid

Partners, whose collaboration, investment,

and long-standing support over the years

have been instrumental in successfully

hosting the event and showcasing the

destination to the global business events

community.

Bid Partners

• Gauteng Tourism Authority—19 years

• Joburg Tourism Company—20 years

• Sandton Convention Centre—20 years

• Southern Sun—20 years

Green Stand Awards

The Green Stand Awards celebrate exhibitors

who demonstrated outstanding

commitment to sustainable stand design

and environmentally responsible exhibition

practices.

Presented in partnership with the Event

Greening Forum, the awards are

independently adjudicated using a technical

assessment framework guided by the 4R

principles—Reduce, Reuse, Recycle, and

Repurpose, ensuring that sustainability is

embedded across stand materials, structures,

lighting, and design.

Awards are presented across three stand

size categories.

Small Stand Category

Bronze: CSIR Convention Centre

Gold: Scan Display

Platinum: Wesgro

Medium Stand Category

Bronze: Gauteng Tourism Authority

(No awards were presented in the Gold or

Platinum categories.)

Large Stand Category

Platinum: Radisson Hotel Group

(No additional entries were received in this

category.)

Meetings

Africa BONDay

2026

Corné Koch, South Africa National Convention

Bureau and Thembi Kunene-Msimang,

Tourvest MICE.

Elena Afrika-Bredenkamp, Master of

Ceremonies.

Opening address: Senthil Gopinath, Chief

Executive Officer of International Congress

and Convention Association (ICCA).

The Keynote address was presented by

Nozipho Tshabalala, Chief Executive Officer of

The Conversation Strategists. She spoke on

Africa as a turning point—connecting Africa to

the world.




Senthil Gopinath, ICCA and Nina Freysen-

Pretorius, The Conference Company.

Panel discussion: Sport in destination

positioning. Moderator: Bronwen Auret,

TGCSA and the Panellists from left: Chris

Bentley, LIV Golf South Africa; Rendani

Khorombi, Johannesburg Tourism Company;

Zeph Masote, NBA South Africa and Tjaart

Van Der Walk, Cricket South Africa.

Dr Shamilla Chettiar, Acting Chief Executive

Officer of SA Tourism and Bronwen Auret,

Tourism Grading Council South Africa.

John Arvanitakis, Chat’r Xperience and

Angelique Smith, Event Synthesis.

Bruce Redor, Gaining Edge and Amanda

Kotze-Nhlapo, Business Events Industry

Expert.

Refilwe Nchebisang and Elmarie Swanepoel,

CSIR ICC.

Elena Afrika-Bredenkamp, Master of

Ceremonies.

Glenton De Kock, SAACI; Angelique Smith,

Event Synthesis; Veruschka Reddy, Southern

Sun and Tes Proos, Site Africa and Crystal

Events.

Event Greening: John Arvanitakis,

Chairperson of Event Greening Forum and

Chat’r Xperience.

Alex Donaldson, IMEX Group and Elmarie

Swanepoel, CSIR ICC.

Legacy initiatives for the business events

industry: Bruce Redor, Gaining Edge.

A fun drumming session to start the second

part of BONDay.

Richard Baulene, Mozambique’s Tourist Board

and Rick Taylor, Business Tourism Company.


BONDay 2026.

Professionalisation of the business events

industry: Kevan Jones, SACIA.



Seen at Meetings Africa 2026

Amanda Margison; Vivienne Wilson and Penny

Snodgrass, On Show Solutions.

Tes Proos, Site Africa and Crystal Events;

Bradley Glenn, Inside Edge and Johann Nortjé,

The Westin Cape Town.

Rendani Khorombi, Johannesburg Tourism

Company and Nonnie Kubeka, Gauteng

Convention Bureau.

Neliswa Nkani and Dichaba Nkadimeng, SA

Tourism.

Kwakye Donkor, Africa Tourism Partners and

Sugen Pillay, BIZ-Help.

Nonnie Kubeka, Gauteng Convention Bureau

and Zandi Nkosi, Tourvest MICE.

James Seymour, Industry Consultant; Joseph

Nkosi, Malawi Tourism; Linda Ngcipe, Lwamika

and Stanley Kabango, Umodzi Park.

Zuleigha Leith, Hotel Sky and Lumkile Tisana,

Wesgro.

Glenton De Kock, SAACI and Jerry Mabena,

Motsamayi Tourism Group.

Jeffers Miruka, AFAMCO Group; Kelvin

Rukenya, Meet Nairobi; and Rick Taylor,

Business Tourism Company.

Sthembiso Dlamini, Gauteng Tourism

Authority, Charmaine Chinappan, Park Hyatt

Johannesburg and Nonnie Kubeka, Gauteng

Convention Bureau.

Alex Wrottesley and Jen Wulff, Into Africa.


Nico Vilakazi, South Africa National

Convention Bureau; Abby Swartz Jacobs, SA

Tourism and Doné Louw, Nelson Mandela Bay

Convention Bureau.

Leshen Naidoo, Southern Sun Sandton and

Lettisha Singh, Southern Sun Elangeni &

Maharani.



Lindelwa Isabelle and Veruschka Reddy,

Southern Sun; Lindi Mthethwa and Vanessa

Govender, Minor Hotels.

Miller Matola, Millvest; Nomasonto Ndlovu,

CIM Global and Glenton De Kock, SAACI.

Michael Grobler and Joey Swart, Take Note

Event Management.

Derek Houston, Houston Travel Marketing

Service.

Veruschka Reddy, Southern Sun and Ellen

Oosthuizen, Bebe’s Events and Promotions.

Reynard van Rooyen and Amanda Mahlanyana,

Lagoon Beach Hotel.

Salome Kgoale and Amorette Du Plessis,

African Hills; and Ellen Oosthuizen, Bebe’s

Events and Promotions.

Nicole Tero, Private Safaris and Kathy Lavery,

euromic.

Hugh Bartis, Nelson Mandela University.

Thandekile Ncube, Radisson Hotels.

Diana Njuguna, Dala Group Africa and

Amanda Kotze-Nhlapo, Business Events

Industry Expert.

Sma Gcabashe, Newmark.

Tracey-Lee Abdullah, The Source Events

Marketing; Amanda Kotze-Nhlapo, Business

Events Industry Expert; Veruschka Reddy,

Southern Sun and Saada Simpemba, Sadio

Events.

Mpho Mphago and Bongiwe Nzeku, South

Africa National Convention Bureau.

The Scan Display team, from left: Nosipho

Dhlamini, Alastair Stead and Amogelang

Mashego.




Bruce Redor, Gaining Edge and Jeffers

Miruku, AFAMCO Group.

Hugh Bartis, Nelson Mandela University; Taubie Mothlabane, Cape Town International

Convention Centre and Jeffers Miruku, AFAMCO Group.

Glenton De Kock, SAACI; Alex Wrottesley, Into

Africa and Merryl Fairfoot, Cape Town

International Convention Centre.

The Southern Sun team, from left: Carin

Jordaan, Shaun Bird and Tracy Montano.

Sebulon Chicalu, Namibia Tourism Board;

Projeni Pather, Exposure Marketing and Andy

Preston, Motivational Speaker.

The Kievits Kroon Gauteng Wine Estate team,

from left: Tawanda Manyeruke, Yvette Archer

and Sibongile Msiza.

Seyms Brugger, Premier Hotels and Resorts;

Zaida Essop, WebBeds and Wayne Neath,

Premier Hotels and Resorts.

Jacqueline Reid, Tourvest Travel Services; Gill Devar, MICE Connect and Kathy Lavery, euromic.

Jeana Turner, The Fine Collection.




The Peermont team, from left: Leigh-Anne Luus, Yugashnee Naicker, Nompilo Duze and Eduardo

Ferreira.

Mpume Ngubane, Durban KZN Convention

Bureau.

From the CSIR ICC, from left: Lakshana

Larnachellan, Bontle Thuli, Sello Ditsoabare

and Elmarie Swanepoel.

Gugu Mchunu and Patricia Dunn, Durban ICC.

Lynn McLeod and Heather Nel, Event

Greening Forum.

Lihle Dlamini, Eastern Cape Parks & Tourism

Agency.

Merryl Fairfoot, Cape Town International

Convention Centre, Brian Mpono, Oceans

Development and Lindiwe Rakharebe,

Durban ICC.

Kathy Lavery, euromic and Daryl Keywood,

Walthers.

Shawn Blunden, Blunden; Francine Zana,

Exclusive Hospitality Concepts and Wesley

Blunden, Blunden.

Zakaree Ramiah and Sastri Ramiah, Olive

Convention Centre.

Sharon Hunink, Indaba Hospitality Group

representing The Chobe Safari Lodge.

Jessica Redinger and Michelle Bingham, Hyde Johannesburg and Sello Ditsoabare, CSIR ICC.

Thuso Makitla, Mmemi Lebone Solutions.



HOSTEX 2026

Mrs Gugu Motlanthe (Kgalema Motlanthe

Foundation) in conversation with Hostex

Ambassador Gustav Pieterse (FEDHASA

Inland).

Hostex 2026 opened its doors on Sunday, 8 March, officiated by Gugu Motlanthe (Kgalema

Motlanthe Foundation). From left to right: Trevor Boyd (Hostex Ambassador & Operations

General Manager: Food & Beverage, City Lodge Hotels); Thato Abrahams (Kgalema Motlanthe

Foundation), Lerato Nako (Events Manager, Hostex); Gary Corin (Managing Director,

Montgomery Africa); Mrs Gugu Motlanthe (Kgalema Motlanthe Foundation); Omelele ‘Omie’

Mmbo (Hostex Ambassador & Head of Business Development, SME (Platinum sub-segment),

FNB; Gustav Pieterse (Hostex Ambassador, General Manager, Saxon Hotel, Villas & Spa, and Chair,

FEDHASA Inland; and Mark Anderson (Portfolio Director, Montgomery Africa).

Officially launching SA Food Stories at Hostex

2026 are cookbook author Naqiyah Mayat;

President of SA Chefs Coo Pillay; Terry-Anne

Solomons of FNB; host of SA Food Stories

Nicci Robertson; and Bidfood’s Lauren-Leigh

Porter.

Hostex 2026 records growth in

visitor numbers and exhibitors

Hostex 2026 marked its 40 th anniversary by opening doors to innovation, collaboration, and

business growth across the hospitality sector, welcoming 7,935 visitors to the Sandton

Convention Centre—a 16.5 per cent increase from 2024.

Exhibitor participation rose by just

over 60 per cent, allowing the show

to return to two floors of exhibition

space and restoring it to pre-Covid

scale, clearly signaling renewed

confidence across the industry.

Visitors engaged with a diverse mix of

global brands, local suppliers, and emerging

businesses. An International Pavilion

representing seven countries brought global

products to market, while the SME Pavilion

featured more than 30 small businesses,

creating valuable opportunities to connect

with buyers and decision-makers.

Hostex 2026 was officially opened by

Gugu Motlanthe, representing the Kgalema

Motlanthe Foundation, setting the tone for

three days of meaningful engagement

across the sector.

“Celebrating the 40 th anniversary of

Hostex made this year’s show particularly

meaningful,” said Lerato Nako, Events

Manager of Hostex. “The theme ‘Opening

doors’ truly came to life, creating new

opportunities, strong connections, and

renewed energy across the hospitality

industry.”

Hostex celebrated 40 years of opening doors

to the hospitality and food & beverage

industries in 2026.

A warm welcome to Hostex 2026, which

celebrated its 40 th anniversary in 2026.

Hostex 2026 took place at Sandton

Convention Centre from 8 to 10 March.



HOSTEX 2026

Hostex exhibitor—The French Press.

Speakers in the Bidfood Industry Hub seminar theatre: Gustav Pieterse (The Saxon), Carmel

Rubinstein (Hospitality Suite Hotel Supplies), Tshifhiwa Tshivhengwa (TBCSA), and Martin Cody

(Four Seasons The Westcliff).

Conversations shaping the future of

hospitality

The Bidfood Industry Hub Theatre hosted a

focused seminar programme addressing key

industry themes, including beverage

innovation technology adoption,

sustainability, and business resilience.

The theatre also hosted the launch of

South African Food Stories, a new YouTube

series and video podcast presented by Nicci

Robertson.

Live watch parties and book signings

introduced visitors to episodes featuring

chef-authors Naqiyah Mayat and Kenneth

Tebogo Middleton, sharing stories behind

South Africa’s evolving food culture. The

series is supported by Bidfood, FNB, and the

SA Chefs Association.

The FNB Business Lounge, sponsored by

FNB Business Banking, provides a dedicated

space for SMEs and entrepreneurs to connect

and explore growth opportunities.

Culinary energy on the show floor

The SA Chefs Village, curated by the SA Chefs

Association and sponsored by Vulcan

Catering Equipment, delivered high-energy

demonstrations and competitions that drew

consistent crowds.

Coffee culture was equally prominent, with

the Gauteng Regional Barista Championship,

delivered in partnership with SCASA,

showcasing top local talent.

Exhibitors report strong engagement

and quality buyers

Exhibitors across the show floor highlighted

strong engagement and valuable business

outcomes.

Nick Köntos of Clearworld said, “The

quality of leads coming through over the

three days has been phenomenal… the level

of interest on our stand has been incredible.”

Brigid Jaucot of Wiesenhof added, “We had

good-quality buyers walking through, made

strong connections and a load of leads, and

the decision-makers we had appointments

with all came through.”

For Deleane Luzzotto of Rebel Safety Wear,

the diversity of visitors stood out: “It’s been

very busy, with executive chefs, hotels, guest

houses, and schools coming through.”

Kulthum Abrahams of Ice Team noted, “We

actually made sales, not just leads.”

Annellee Mulder of Fanel Restaurant &

Catering Supplies added, “We’ve had visitors

coming specifically to see us, including

buyers from outside South Africa.”

Visitors inspired by innovation

Visitors echoed the positive sentiment,

highlighting both inspiration and

networking opportunities.

Chef Zana Alvarado noted, “There was so

much innovation… it gave me a lot of ideas

about how to take my business to the next

level.”

Sizwe Cebekhulilu, Culinary Ambassador

for Tork, added, “It was the most amazing

show in terms of networking and business

engagements.”

Investing in people and purpose

Hostex 2026 also reinforced its commitment

to industry development and social impact.

The Bryan Montgomery Bursary was awarded

to Hope Msibi of Capsicum Culinary Studio,

recognising emerging culinary talent and

supporting the next generation of chefs

entering the profession. In parallel, Hostex

partnered with Chefs with Compassion,

Judges of the SCASA Gauteng Barista

Championships.

An exhibitor in the SME Hub, supported by

the dtic.

A wine exhibitor in the SME Hub, supported

by the dtic.



HOSTEX 2026

Hostex exhibitor—Tork.

A competitor in the SA Chefs Iron Chef Challenge.

giving visitors the opportunity to contribute

during the registration process. This initiative

supported the organisation’s ongoing work

to address food insecurity in Gauteng,

extending the impact of the show beyond

the exhibition floor.

Strong support from sponsors and

partners

Hostex 2026 was supported by leading

sponsors, including Tork (Nala Restaurant),

FNB Business Banking (FNB Business Lounge),

Bidfood (Industry Hub Theatre), Vulcan

Catering Equipment (SA Chefs Village),

Unilever Food Solutions and Unilever

Professional (Official Registration Sponsor),

THIRSTI Water, Thokoman, Doubleshot, and

supported by Malaysian Palm Oil Council.

Industry partners included FEDHASA, the

National Accommodation Association of

South Africa, the SA Chefs Association,

SANHA, and SCASA.

The Bidfood Industry Hub at Hostex 2026.

A competitor in the SCASA Gauteng Barista

Championships.

A competitor in the SA Chefs Iron Challenge.

The Liquid Concepts stand at Hostex 2026.

Looking ahead

As Hostex marks 40 years of connecting the

hospitality industry, the success of the 2026

edition reflects strong momentum and

renewed confidence across the sector.

“Hostex has always been about bringing

the industry together,” Ms Nako said. “This

year showed just how powerful that

connection can be.”

Hostex exhibitor—BCE.

Hostex exhibitor—Ambience Hospitality Brands.



UMODZI PARK

A new dawn for Umodzi Park: A story of unity and ambition

In the heart of Lilongwe, where Malawi’s pulse beats with the rhythm of progress, Umodzi

Park stands tall as an emblem of unity and vision. This remarkable venue’s journey is woven

from threads of ambition and national pride—qualities that have propelled it to become a

leader in business events and hospitality across Africa.

Leadership and empowerment

“Our strength lies in unity. Every event,

every guest, every partnership is an

opportunity to show what can happen when

Malawians pull together with purpose,” said

Stanley Kabango, General Manager at Umodzi

Park.

He emphasises the importance of

empowering his team: “My role is to create an

environment where our people feel

empowered to excel. When the team thrives,

the guest experience becomes unforgettable—

and that is the heart of Umodzi.”

Mr Kabango adds: “Leadership here is not

about hierarchy; it’s about service. I lead by

listening, by removing obstacles, and by

ensuring that every department understands

the impact of their contribution.”

He further states: “We are custodians of a

national asset. That responsibility guides every

decision we make, from training our staff to

maintaining world-class standards.”

Bingu wa Mutharika International

Convention Centre (BICC)

Nestled in the vibrant core of Lilongwe,

Umodzi Park embodies distinction and

hospitality. Its crown jewel, the Bingu wa

Mutharika International Convention Centre

(BICC), has swiftly become the venue of choice

for those seeking the perfect combination of

capacity, convenience, and world-class service.

The BICC’s design offers extraordinary

versatility. The plenary hall can host up to 1,500

delegates, making it ideal for conferences and

conventions, while the outdoor multipurpose

arena welcomes up to 5,000 guests—perfect

for concerts, exhibitions, and large-scale

events.

Mr Kabango said: “BICC is poised to become

one of Africa’s most influential meeting hubs.

Our vision is to attract larger, more diverse

international conferences that stimulate

Malawi’s economy and showcase our capacity.”

He believes, “The future is about

expansion—not only in the events we host,

but in the partnerships we build. We want BICC

to be a catalyst for investment, innovation, and

cultural exchange.”

“We are investing in technology,

sustainability, and skills development so that

BICC remains competitive on the global stage.

Our goal is simple: to make Malawi a preferred

destination for world-class events.”

What sets the BICC apart is an unwavering

dedication to excellence. Its seasoned team

manages every phase of an event with

professionalism, from detailed planning to

flawless delivery, supported by outstanding

technical infrastructure and on-site expertise.

Each gathering is elevated by their

commitment to making every moment count.

Umodzi Park’s broader offerings

As Mr Kabango reflects on Umodzi Park’s

journey, his message is clear: unity is both their

foundation and their future.

Umodzi Park is more than its convention

centre. At its heart lies the President Hotel,

offering 130 luxurious rooms tailored for

comfort. For those seeking even greater

privacy, the Presidential Village boasts fourteen

elegant villas, each a haven of exclusivity.

Together, these facilities create an integrated

Stanley Kabango.

environment where guests can relax, network,

and focus—all within easy reach of the event

hub.

Strategic location

Umodzi Park’s location could not be more

advantageous. Situated in Lilongwe’s city

centre, it provides effortless access to

government offices, embassies, business

districts, and the city’s major attractions. This

prime position simplifies logistics for delegates

and enriches their stay, with dining, shopping,

and culture just steps away.

Looking ahead

Umodzi Holdings Limited pursues a bold

ambition: to fuel Malawi’s tourism and

economy by continually enhancing its facilities

and striving for service excellence. The future is

expansive—attracting global conferences,

nurturing partnerships, and investing in

technology and sustainability to secure

Malawi’s place as a leading destination for

world-class events.




Premier Hotel Cape Town—

captivates guests with sea views

Premier Hotel Cape Town, situated along the scenic Atlantic Seaboard in Sea Point, is one of

the 26 properties in the Premier Hotels & Resorts portfolio. The hotel enjoys one of Cape

Town’s most desirable coastal locations, offering guests direct access to the famous Sea Point

Promenade and spectacular views of the Atlantic Ocean and surrounding natural beauty.

Astandout feature of the property is

the Atlantic Terrace, a beautiful

pool-deck venue overlooking the

ocean. It provides a spectacular

vantage point for Cape Town’s iconic

sunsets and has quickly become a favourite

gathering place for both local residents and

international travellers. As the sun sets over

the Atlantic, the space comes alive with a

wonderful energy and buzz, creating the

perfect setting for sunset cocktails, relaxed

social gatherings and special celebrations.

It captures the essence of Cape Town’s

lifestyle, where ocean views, warm

hospitality and vibrant social moments

come together.

Premier Hotel Cape Town caters to a

diverse range of travellers. The hotel

accommodates individual business guests

seeking efficiency and comfort, conference

groups requiring professional facilities and

seamless service, sports teams attending

tournaments and events, families enjoying

school holidays, and social groups

attending concerts, festivals and major

events across the city, as well as travellers

exploring one of the world’s most beautiful

destinations.

Beyond its role as a hotel, the property is

an integral part of the local Sea Point

community. It regularly hosts milestone




celebrations and events. This blend of

international visitors and local patrons

creates a unique atmosphere, that is

vibrant, inclusive and authentically Cape

Town.

The hotel integrates naturally with its

surroundings, reflecting the relaxed coastal

culture of the Atlantic Seaboard. Guests are

encouraged to explore the surrounding

neighbourhood, from seaside walks along

the promenade to the many cafés,

restaurants and cultural experiences that

define this vibrant part of the city. The

property also serves as an excellent base for

visitors wanting to explore Table Mountain,

the Cape Winelands and the broader Cape

Peninsula.

In terms of travel trends, Cape Town

continues to experience strong demand for

experiential and lifestyle-driven travel.

Today’s traveller seeks meaningful

engagement with the destination, sunset

experiences, outdoor social spaces, culinary

exploration and authentic local interaction.

Spaces such as the Atlantic Terrace align

perfectly with this trend, offering guests the

opportunity to immerse themselves in the

beauty and rhythm of the Atlantic Seaboard.

We are also seeing growth in longer-stay

visits and blended travel, where business

trips extend into leisure time. Cape Town’s

ability to combine business, lifestyle,

adventure and relaxation within close

proximity remains one of its greatest

strengths.

What sets Premier Hotel Cape Town apart

is our focus on warm, sincere hospitality,

paired with a relaxed coastal atmosphere

and exceptional ocean views. Guests

experience professional service in an

environment that feels welcoming,

energetic and connected to the local

community.

Cape Town continues to captivate

travellers from around the world, and we

are proud to welcome guests to experience

its remarkable landscapes, culture and

lifestyle from our vantage point on the

Atlantic Seaboard.

Contact details

Tel: 086 111 5555

Email: info@premierhotels.com

Web: Premierhotels.com



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craft memorable expo experiences

Over the course of my career as a chef, I’ve attended and participated in many hospitality and

food and beverage exhibitions, both locally and internationally. For those of us working in

kitchens, these events are usually energising. They offer a chance to step out of the day-to-day

routine, see what’s new in the industry, discover new equipment and products, and connect

with colleagues. But not all exhibitions leave the same impression.

By Trevor Boyd, Operations General Manager: Food and Beverage at City Lodge Hotels

The best ones don’t just show you products—they inspire

you. They offer ideas that you can take back to your

business and, most importantly, they create experiences

that stay with you long after the event. That’s the key difference:

people remember experiences, not brochures.

Over the years, I’ve come to believe that great expo stands

don’t just present information—they engage visitors on

multiple levels. Here are eight elements that, in my view, make

exhibition stands truly memorable.

1. Focus on the experience, not the brochure

If I’m honest, most brochures follow the same journey—you

pick them up at the expo, they sit on your desk for a few weeks,

someone comments on the clutter, and eventually they get

thrown away. That might sound harsh, but it’s the reality.

Think about your favourite holiday or a memorable restaurant

visit. What do you remember? It’s not the brochure or the menu,

but rather the experience. Exhibitors should apply the same

principle—when someone walks away from your stand, what

experience are they taking with them?

2. Make a strong first impression

Exhibition floors are busy places, and visitors walk long distances

while seeing hundreds of stands. Your space needs to immediately

signal that it’s worth stepping into. A stand should feel like a

space you want to enter, not a barrier you have to navigate.

Simple fundamentals make a big difference: good lighting,

clear branding, thoughtful use of colour, and an uncluttered

layout. An open, inviting design encourages people to approach

rather than walk past.

3. Tell an authentic story

One of the most powerful ways to engage people is through

storytelling. Visitors want to understand who you are as a

company—your background, philosophy and what drives your

business. That story should be reflected in both your stand’s

design and the way that your team interacts with visitors.

Personally, I’m far more inclined to buy from a business

with an authentic story than from one simply telling me how

big or successful it is. Stories create connection, and connection

builds trust.

4. Engage the senses

Hospitality, at its core, is about how people feel. When you walk

into a great restaurant or hotel, there’s a feeling of warmth and

welcome—something that makes you want to stay. Create an

atmosphere that people can feel, not just observe.

Consider sensory engagement and how people respond

strongly to sight, sound, smell, taste and touch. Perhaps it’s

coffee brewing on the stand or freshly baked goods. Perhaps it’s

music that energises the space, or a familiar scent that visitors

will forever associate with your brand.

5. Use technology intelligently

Technology can make engagement easier and more memorable,

but it needs to be used thoughtfully. Rather than handing visitors a

thick product catalogue, consider offering a QR code that links to a

curated digital experience—such as product demonstrations,

videos or useful resources that extend the interaction beyond the

exhibition floor. This allows visitors to revisit your brand later, when

they have time to explore more fully. Digital tools shouldn’t replace

interaction; they should support it.

6. Bring your brand to life with live demonstrations

Live demonstrations are often where the real excitement

happens—they create movement and energy, drawing people

into your space. They give visitors a reason to stop, watch and

engage.

In the culinary world, cooking demonstrations are the obvious

example, but the idea can apply to almost any product or service.

Imagine a crockery supplier showcasing the same dish plated on

three different plates: a basic catering plate, a mid-range option,

and a premium plate. Suddenly the visitor can see the visual

difference presentation makes. The product becomes part of a

story, rather than just an item on display.

The same approach works for mixology, housekeeping

equipment, cleaning products or room design. Show people how

something works and let them see the transformation.

7. Let visitors interact

Watching something happen is engaging but participating in it is

even more impactful. Hands-on elements encourage deeper

engagement and help visitors remember what they’ve

experienced. Touchscreens, interactive displays, simple games, or

product demonstrations that allow visitors to try something

themselves all add value.

After hours of walking the exhibition floor, people have heard a

lot of sales pitches. The stands they remember are the ones where

they were able to do something, not just listen. Interaction

transforms a conversation into an experience.

8. Personalise the interaction

Finally, remember that exhibitions are about people. This isn’t the

moment for a hard sell; rather it’s an opportunity to build

relationships.

Warm greetings, genuine conversations, and a genuine

interest in the visitor’s business go a long way. People want to

learn about your company and the people behind it before they

hear a sales pitch.

Small personal touches also help create lasting memories. A

thoughtful giveaway, a distinctive treat, or a unique sensory

moment can make your brand stand out.

We know scent and taste trigger strong memories, and if a

visitor experiences something distinctive at your stand, they may

recall your brand months later when they encounter it again.

That’s far more powerful than a business card.

Creating moments that last

Successful exhibition stands aren’t defined by the number of

brochures or the aggressiveness of sales tactics; they’re defined

by the moments they create. When visitors leave your stand

having seen something interesting, tasted something

memorable, learned something useful or participated in

something engaging, they carry that experience with them.

These are the moments that lead to meaningful conversations

and relationships—and ultimately, real business long after the

exhibition has ended.



THE MASLOW SANDTON

The Maslow Sandton: A garden oasis

powering the future of conferencing

In the heart of Johannesburg’s financial powerhouse lies a destination that redefines what a

business hotel can be. Sun International’s The Maslow Sandton has long been known for its

lush, unexpected garden oasis—an urban sanctuary that feels more like Central Park than the

centre of Africa’s richest square mile. Yet, beyond its tranquil setting, The Maslow has become

one of Sandton’s most compelling conferencing hubs, purpose-built for the modern business

traveller and the evolving demands of hybrid events.

Aconference venue with a green

advantage

While Sandton’s skyline is dominated

by glass towers and corporate

headquarters, The Maslow stands apart as the

only hotel in the district with its own private

natural garden. This green expanse, complete

with established trees, manicured lawns and a

serene pool deck, offers delegates something

rare: space to breathe.

Breakaway sessions can spill outdoors.

Networking can take place beneath the shade

of trees. Delegates can reset between sessions

with a moment of calm. In a world where

wellness and productivity increasingly

intersect, this natural environment is more

than a luxury—it is a strategic advantage.

Purpose-built for business and hybrid

conferencing

From its inception, The Maslow was designed

around the needs of business travellers and

event organisers.

Key conferencing and business features

include:

• State-of-the-art conferencing venues

suitable for intimate board meetings, multiroom

breakaways, and large corporate

gatherings.

• Hybrid-ready facilities, equipped with

advanced video conferencing technology,

ensuring seamless integration between inperson

and virtual delegates.

• The Wayfarer business lounge—a

productivity-driven space, ideal for working

between sessions or hosting quick

meetings.

• High-speed Wi-Fi throughout the property.

• Abundant power points and charging

stations—an essential detail often

overlooked in busy conference

environments.

Whether hosting a strategy session, product

launch, training programme, or global hybrid

meeting, The Maslow’s infrastructure ensures

that every technical and logistical need is met.

Unmatched accessibility for delegates

Location matters in conferencing, and The

Maslow’s proximity to the Gautrain Sandton

Station, with its fast-track link to OR Tambo

International Airport, makes it exceptionally

convenient for both local and international

delegates. Easy access, complimentary

parking, and a central position within

Sandton’s business district ensure smooth

arrivals and stress-free event planning.

Culinary experiences that elevate every

event

Conferencing at The Maslow is complemented

by standout food and beverage offerings:

• An extensive breakfast buffet to fuel earlymorning

sessions.

• Lacuna Bar—perfect for post-conference

networking over tapas, cocktails, or a glass

of wine.

• Lacuna Bistro, where Executive Sous Chef

Thokozane Shongwe delivers modern

Mediterranean cuisine with seasonal flair.

These dining spaces also double as

informal meeting zones, ideal for client

lunches, team dinners, or relaxed catch-ups

after a full day of sessions.

A stay that balances productivity and

wellness

With 281 contemporary rooms, The Maslow

caters to both business and leisure travellers.

After a demanding conference day, guests can

unwind at the hotel’s luxury spa, relax by the

pool, or enjoy the tranquility of the gardens.

It’s a rare blend of corporate efficiency and

restorative calm.

Why The Maslow Sandton stands out

for conferences

In a competitive market, The Maslow

distinguishes itself through:

• A rare garden oasis in the middle of

Sandton

• Hybrid-ready conferencing with cuttingedge

technology

• A design philosophy centred on

productivity

• Exceptional dining and hospitality

• Accessibility that simplifies event logistics

• A refreshed, contemporary look that keeps

the hotel on trend

It’s a venue where business feels effortless,

where technology and tranquility coexist, and

where every detail is crafted to ensure

delegates ‘love every moment’—whether

they are there for work, leisure or a seamless

blend of both.

Contact information

The Maslow Hotel

Sandton, Johannesburg

Tel: 010 226 4600

Web: suninternational.com/themaslow

Follow: @sun_themaslow

CAPE GRACE

Cape Grace introduces

next-generation

banqueting suites

Iconic V&A Waterfront hotel introduces the Marina Room and Boardroom, expanding Cape

Town’s luxury meeting and events offering.

Cape Grace, A Fairmont Managed

Hotel, has unveiled its newly

refreshed, dedicated banqueting and

meeting suites, marking a considered

expansion for one of the V&A Waterfront’s

most distinguished addresses.

The launch of the Marina Room and the

Boardroom signals a new chapter for the

hotel, introducing refined, harbour-facing

venues designed for executive gatherings,

private dining and intimate celebrations.

Long celebrated for its residential elegance

and the acclaimed Heirloom Restaurant,

Cape Grace now extends its offering into the

meetings and events arena with two

thoughtfully conceived spaces that reflect

the brand’s signature sense of place.

Two distinct suites

The Marina Room is the larger of the two,

accommodating up to fifty guests across

theatre, boardroom and banquet

configurations. Overlooking the marina, with

French doors and abundant natural light, it

offers versatility for corporate briefings, panel

discussions, workshops and celebratory

occasions.

The Boardroom seats up to fourteen guests

in a dedicated configuration tailored to senior

leadership gatherings. An adjoining area may

be reserved as a breakout lounge, making it

particularly well suited to strategy sessions

requiring privacy and discretion.



CAPE GRACE

Advanced integrated technology

At the core of both venues is a carefully

engineered audiovisual framework that

delivers intuitive performance while

preserving the refined aesthetic of each

room.

The Boardroom features a 2.1 metre,

0.9mm resolution LED display,

complemented by Bose ceiling-mounted

audio and a discreet ceiling microphone

array, all fully BYOD compatible. A Full HD

conferencing camera and table connectivity

enable presenters to plug in via a single

cable and begin immediately, supported by

intelligent automation that simplifies

operation.

In the Marina Room, a 2.5-metre-wide

high-resolution LED screen provides a

striking focal point, supported by HDMI

connectivity, Bose PA system and a wireless

Shure microphone. Audio is channelled

directly from presentation devices through

the in-room configuration, ensuring clarity

whether hosting executive briefings, hybrid

conferences or formal addresses.

The result is a contemporary meeting

environment tailored to the pace and

expectations of modern business, executed

with the quiet precision synonymous with

Cape Grace.

Culinary excellence, Cape Grace style

All catering is curated by the hotel’s culinary

team under Chef Wesli Jacobs at Heirloom

Restaurant, with menus spanning working

lunches, refined set dining, cocktail canapés

and a multi-layered braai experience.

“We’ve approached the banqueting

menus with the same philosophy as

Heirloom,” said Chef Jacobs. “Seasonal

ingredients, local provenance and

thoughtful preparation. Whether it is a

morning board meeting or an evening

celebration, the food should feel

considered.”

Day conference packages are available,

with venue hire inclusive of essential

meeting amenities and flexible booking

options for half-day, full-day or 24-hour use.

Addressing a niche in Cape Town’s

luxury market

Cape Grace’s entry into dedicated event

suites responds to a distinct demand within

Cape Town’s hospitality landscape: intimate,

design-led venues supported by five-star

service in a true waterfront setting.

“We have hosted private dinners and

gatherings for many years,” said Leon Meyer,

General Manager of Cape Grace. “What we

are now able to offer is a collection of

dedicated banqueting and meeting suites,

thoughtfully designed for this purpose,

refined in their execution, technically

accomplished, and seamlessly aligned with

the character of the hotel.”

Bookings are now open for corporate

strategy sessions, milestone celebrations,

executive retreats and intimate weddings.

Contact details

Email: capegrace.info@fairmont.com

Website: www.capegrace.com

Phone: 021 410 7100



POWER AFRICA EXECUTIVE FORUM

A call to leadership towards 2035

In February 2026, Niche Partners, in partnership with The Business Tourism Company,

convened the Power Africa 2035 Executive Forum—an action-driven gathering aimed at

transforming Africa’s business events landscape.

The Forum brought together private

sector CEOs, ambassadors and senior

public sector representatives from

Botswana, Zimbabwe, Kenya, Tanzania, Ghana,

Nigeria, Morocco, South Africa, Ethiopia and

Côte d’Ivoire, reflecting rare cross-regional

alignment around a shared 2035 vision.

Bold targets for Africa’s business events

Africa currently accounts for just two to three

per cent of the $1,151 billion global business

events market—despite supporting an

estimated 10 million jobs worldwide. The

Forum is committed to a bold, measurable

goal: increasing Africa’s global market share to

10 per cent by 2035 while doubling the

number, scale and commercial impact of trade

and investment exhibitions across sectors

including energy, infrastructure, agriculture,

manufacturing, technology, logistics and

mining.

“Africa’s business events are more than

gatherings—they are economic infrastructure

that drives trade, investment and regional

collaboration.”

Within the African Continental Free Trade

Area (AfCFTA), these forums provide structured

marketplaces where agreements translate into

procurement contracts, partnerships, SME

integration and foreign direct investment.

From dialogue to measurable impact

The Forum was explicitly outcomes-driven.

Delegates were invited to join a continental

coordination mechanism focused on driving

business events growth and prioritisation

across Africa. A standardised 2035 Roadmap

will be piloted, shifting the industry’s focus

from attendance metrics to measurable

economic impact—deals facilitated,

investment leads generated and jobs

supported.

The Africa Coordination Office will

provide oversight across five key

portfolios:

● Advocacy and Research

● Education and Capacity Building

● Business Events Sector Development

● Association Development

● Funding Partnerships

A rallying call to leaders

Rick Taylor, Chief Executive Officer of The

Business Tourism Company, emphasised the

opportunity: “The Power Africa Executive Forum

convenes public and private sector industry

leaders to position the business event sector as

a strategic driver of trade, investment,

innovation and intra-African collaboration.”

Building on this momentum, Londi Khumalo,

Chief Business Development Officer at Niche

Partners, issued a compelling call to action: “At

the Africa Coordination Office, we are dedicated

to accelerating growth in Africa’s business

events sector. We call on visionary leaders across

the continent to step forward and shape the

future. Your expertise is needed in one of five

strategic portfolios – Advocacy & Research,

Education & Capacity Building, Business Events

Sector Development, Association Development,

or Funding Partnerships - to transform our 2035

vision into measurable impact. Applications for

Africa’s Council Leadership close on 31 March

2026. Africa’s future in business events begins

with leadership.”

Moving from aspiration to execution

The Power Africa 2035 Executive Forum

demonstrated that Africa’s business events

industry is moving from aspiration to

coordinated execution. Through the partnership

of Niche Partners and The Business Tourism

Company, the sector is positioning itself as a

strategic catalyst for continental trade,

investment and long-term economic

transformation.

Join the Africa Business Events Development

Council here.



WTM AFRICA 2026

Crafters Nexus—WTM Africa 2025.

WTM Africa 2026 spotlights

future-focused tourism

sustainability

World Travel Market (WTM) Africa 2026 is positioning responsible tourism as an industry

benchmark and a defining pillar of the show, taking place at the Cape Town International

Convention Centre (CTICC) from 13–15 April.

This year, there is no compromise,” said

Megan De Jager, Portfolio Director at

RX Africa. “As global sustainability

demands intensify, responsible

tourism has shifted from a nice-to-have to a

commercial and reputational imperative. It’s

a non-negotiable for the future of our

industry and has fundamentally shifted how

we have designed this event.”

Olivia Gradidge, Marketing Manager, RX

Africa, describes WTM Africa 2026 as a

‘sustainability gateway’, where every

touchpoint reinforces a commitment to

ethical practices and creates tangible

strategies for the trade to adopt.

“The result of months of meticulous

planning has culminated in a future-focused

programme, with corporate social

investment (CSI) driving our strategic

partnerships, networking events, content

workshops and immersive on-floor

activations,” she added.

“We are excited to welcome World Travel

Market Africa back to our city, and I am

particularly pleased with this year’s focus on

sustainable and responsible tourism. Tourism

is vital to Cape Town’s future, and by working

together to embed sustainability at the heart

of the industry, we can secure long-term

opportunities and prosperity for Capetonians

for generations to come,” said Geordin Hill-

Lewis, Executive Mayor of Cape Town.

Responsible tourism in action

The WTM Africa 2026 responsible tourism

agenda led by Harold Goodwin, spans two

dedicated half-day conferences on 13 and

14 April, covering topics such as wildlife

tourism economics, anti-greenwashing

strategies, and practical implementation

models. Key sessions include ‘Tourism in the

Wildlife Economy’, exploring both

consumptive and non-consumptive

tourism models and their role in

conservation success, alongside discussions

on green claims and certification that

address growing source market concerns

around greenwashing and greenhushing.

Additional sessions feature award winners



WTM AFRICA 2026

sharing real-world case studies, including

how Piggs Peak Hotel in Eswatini has

increased community economic value

while boosting profitability.

The conference ends with the annual

WTM Africa Responsible Tourism Awards,

reinforcing the show’s sustainability

commitment and recognising businesses

that are already delivering measurable

impact while driving innovation and

sustainability across the continent. Gold

award winners gain entry into the Global

Responsible Tourism Awards, held in

London later in the year. Entries remain

open until the submission deadline on

20 March 2026.

The Wetu effect: certification made

simple

A key focus session, presented in

partnership with Wetu, will address the

urgent B2B market access challenges facing

African tour operators and lodges. The

panel will explore how new regulations are

causing pressure throughout the supply

chain, from international agents to local

suppliers, and how innovative certification

systems can transform these challenges

into competitive advantages.

The session will feature insights from

DMCs, international European agents, and

certified operators who have navigated the

certification journey, alongside insights on

new open-source auditing platforms that

make sustainability reporting accessible to

all businesses.

Waddle for a Cause, raising awareness

of the endangered African Penguin

Wildlife conservation takes centre stage at

WTM Africa 2026 through the ongoing

Waddle for a Cause campaign, developed in

partnership with SANCCOB and Uthando

(Love) Africa. A dedicated on-floor

activation will focus on spreading

awareness through artwork created by

learners from Portland Primary School, with

selected pieces auctioned to raise

additional funds for African penguin

conservation at a special post-show event.

“We spearheaded this initiative to benefit

community learning while strengthening

protection efforts for a species under severe

threat,” Ms Gradidge said. “African penguins

are integral to the Western Cape and to

African ecotourism, and we are committed

to delivering sustained, year-round impact

for this cause well beyond the show dates.”

Reinforcing commitment to

environmental stewardship, WTM Africa

continues its partnership with Painted Wolf

Wines. The collaboration introduces an

interactive on-site activation, inviting

attendees to contribute to a collective

African wild dog art installation, supporting

conservation efforts for this critically

endangered species.

Return of the Crafters Nexus

The market-style Crafters Nexus returns as a

platform championing small, local African

businesses that exemplify sustainable

practice and community impact. WTM

Africa’s commitment to elevating local

craftsmanship is further reflected in the

event’s awards programmes.

The Responsible Tourism Awards trophies

will be crafted from shweshwe fabric in the

shape of proteas, courtesy of African Gypsy

Travel, which distributes travel curios

handmade by female artisans from across

South Africa. Exhibitor Stand Award

trophies will also be traditionally handbeaded

by Maggs & Beads, a Black femaleowned

South African business.

“The opportunity to showcase my craft at

WTM Africa came at the perfect moment,”

said Margaret Mahlangu, Founder, Maggs &

Beads. “Alongside creating trophies, we

were offered a stand with other crafters at

this prestigious exhibition. This is more than

a business deal; it’s a doorway to the world

and a space where global networks are

built, and where artisans like me can share

our stories with the world.”

Ms Gradidge highlights how

collaborating with smaller brands and

community-led initiatives has become

integral to WTM Africa. “Real sustainability is

broad and inclusive. We have been

intentional about embedding this practice

across the show to exemplify how local

elements can be thoughtfully woven into

visitor experiences.”

Olivia Gradidge.

Waste reduction & management

Innovation and sustainability remain firmly

at the forefront with the introduction of

Africa-shaped exhibitor and VIP pins made

from recycled padel balls; courtesy of

Amazeballs—an initiative that works with

local creatives to transform broken padel

and tennis balls into eco-friendly products.

James Fernie, Founder of Uthando

(Love) Africa, explains that the project

creates meaningful opportunities for

young people while demonstrating the

value of sustainable materials. “When

exhibitors wear these pins, they’re wearing

a symbol of environmental care,

creativityand genuine community

involvement,” he added.

With WTM Africa 2026 taking place in

the Host City of Cape Town, which is also

committed to driving actionable

sustainability, Ms De Jager emphasised a

positioning of the show as a practical

blueprint for responsible tourism in Africa.

“As global audiences demand more

responsible experiences, WTM Africa

continues to redefine what sustainable

tourism events can – and should - look

like. By collaborating with communities

and making conscious choices across our

operations, we aim to lead by example

and show how small actions can deliver

meaningful, long-term impact,” she

concluded.

Register now to attend: https://www.

wtm.com/africa/en-gb/enquire.html



ICCA NEWS

ICCA to develop first-ever

global impact

measurement tool for

association conferences

ICCA is committed to helping the global business events industry clarify and demonstrate the

societal impact of association conferences. While these events are often viewed primarily as

tourism drivers, their true value reaches much farther: they drive sector advancement, foster

knowledge exchange, support talent attraction, influence social policy, and contribute to

long-term social and scientific progress.

Yet these broader benefits frequently

remain under-recognised.

Governments, policymakers and

strategic partners require concrete evidence

of societal value to justify investments in

infrastructure, destination development and

marketing. For the business events industry

to secure funding and reinforce its strategic

relevance, it must be able to clearly

articulate its contributions to knowledge

economies, industry advancement and

community wellbeing.

To bridge this gap, ICCA is leading a

global initiative to develop a Global Impact

Measurement Tool for Association

Conferences. This framework will quantify

the social, scientific and economic impact

generated by association meetings,

capturing the benefits that extend beyond

traditional tourism metrics.

Project highlights

• Develop a rigorous, globally applicable

measurement tool that provides clear,

credible evidence of the multifaceted

impact of association conferences.

• Enable members to demonstrate the

value that meetings and events bring to

their destinations using consistent,

trustworthy data.

• Equip the industry with evidence-based

insights that showcase how conferences

fuel innovation, knowledge exchange,

economic growth and social progress far

beyond tourism.

Together with co-founders Barcelona

Convention Bureau, Copenhagen

Convention Bureau, Flanders Convention

Bureau, Business Events Sydney and Tokyo

Convention & Visitors Bureau, ICCA will

develop the tool through a comprehensive,

academically grounded and industryinformed

methodology.

The research is led by Professor Carmel

Foley; Adjunct Professor Deborah Edwards

and Dr. Anja Hergesell, all of University of

Technology Sydney, as well as Professor

Nina Iversen of BI Norwegian Business

School and Professor Leif Hem of the

Norwegian School of Economics (NHH).

The project aims to deliver a validated

global impact-measurement tool by mid-

2028.

ICCA’s involvement reinforces its

commitment to strengthening the strategic

position of the global business events

sector and supporting member

destinations as they advocate for long-term

value and policy alignment. The

measurement-tool project will produce

high-value insights for stakeholders across

the business events ecosystem, including

governments, convention bureaux and

associations.

By working with leading researchers and

convention bureau partners, ICCA is helping

shape a stronger future for the international

association meetings community, ensuring

the true value of conferences is recognised

worldwide. For questions, contact

Gemmeke De Jongh at gemmeke.

j@iccaworld.org.



INSIDE TRACK

Beyond one province: Rethinking geographic spread in South Africa

Provincial distribution, or geographic spread, remains one of the most important levers for

sustainable tourism growth, both in South Africa and globally. At its core, provincial tourism

encourages travellers to explore multiple regions within a country, thereby benefiting the

country more broadly. When visitors disperse geographically, economic value flows into more

communities, supports more jobs, and strengthens regional development.

By Morongwa Moraladi, Regional Insights Specialist, South African Tourism

According to South African Tourism’s

Departure Survey (2025), South Africa

faces a stark reality: 91 per cent of

international travellers visit only one

province, while just nine per cent travel to

more than one province. As a result, most

tourism value remains concentrated in a

limited number of areas, leaving substantial

opportunities untapped across the rest of

the country.

Uneven spread, unequal opportunity

The data reveal significant regional variation.

South American travellers perform best in

provincial spread, with 53 per cent visiting

more than one province. Australasia follows

at 37 per cent, North America at 35 per cent,

while key European markets such as France

and Germany range from 34 per cent to 36

per cent. At the country level, Brazil leads

with 55.2 per cent, followed by Canada at

41.6 per cent and Australia at 37 per cent. In

contrast, Africa remains highly concentrated,

with 97 per cent of travellers visiting only

one province. This pattern is driven

particularly by African land markets, where

only 2.3 per cent travel to more than one

province, compared with 11 per cent in

African air markets.

The primary driver of single-province travel

is visiting friends and relatives (59 per cent),

whereas multi-province travel is largely

driven by holidays (55 per cent). The

difference between these two travel patterns

is economically significant. Multi-province

travellers stay an average of 20 days,

compared with 14 days for single-province

travellers. Their average spend is

approximately R26,000 per trip, nearly three

times that of those who remain in one

province (R8,800). They are significantly more

likely to visit natural attractions (63 per cent

versus 9 per cent), participate in wildlife

experiences (59 per cent), and book fully

inclusive packages (35 per cent compared

with 21 per cent). Multi-province travellers

are also more likely to be first-time visitors,

while single-province travellers tend to be

repeat visitors.

Age and travel party composition further

distinguish the behavioral segments. Travellers

visiting multiple provinces skew older, with 43

per cent over age 40, and are more likely to

travel as couples or with friends. Those visiting

only one province are predominantly younger

and travel alone, with a strong orientation

toward socialising and visiting friends and

relatives.

The experience gap

Travellers who move between provinces enjoy

a richer, more diverse journey. As one traveller’s

insight captures: “Traveling across provinces is

not just about covering distance; it’s about

expanding your experience, finding

exceptional hospitality, and enjoying

outstanding service wherever you go. Each

new province offers exceptional opportunities

and positive memories waiting to be

discovered!”—US Traveller, 2025.

Multi-province travel is strongly correlated

with deeper engagement, greater satisfaction,

and more varied consumption of tourism

products. It also offers a solution to overconcentration

in specific nodes, helping to

mitigate the risks of over-tourism while

unlocking the potential of outlying regions.

South Africa’s scenic beauty, cultural

richness, wildlife, and heritage experiences are

not confined to a single province—they are

spread across the country. Yet most travellers

experience only a fraction of what is available.

A collective industry shift

Shifting provincial distribution requires more

than intention; it demands coordinated

industry action. Travellers need clearer, more

compelling information about what to

experience in each province, including where

to stay, what activities are available, and

practical guidance on safety and logistics. Rich

imagery and video content are essential to

inspire travel beyond familiar routes.

Trusted voices also play a crucial role. Trusted

Influencers, authentic storytelling, and credible

reviews can reduce perceived risk and increase

confidence in exploring lesser-known areas.

Connectivity messaging must be strengthened

to demonstrate that South Africa is easy to

navigate – by land, water, or air - and that

combining provinces is practical, allowing

travellers to fully enjoy the richness of the

country.

The tourism trade plays a pivotal role.

Education and enablement are critical to help

trade partners confidently package and sell

multi-province itineraries. The profitability of

extended itineraries must be clearly

demonstrated. At international trade shows

and marketing platforms, all provinces should

be represented, with off-the-beaten-track

experiences positioned as compelling

differentiators rather than mere add-ons.

Hosting strategies continue to evolve. When

engaging trade and media, curated itineraries

spanning multiple provinces should become

the norm, reinforcing the message that South

Africa is best experienced as a connected

journey rather than a single stop.

Provincial distribution is a strategic

imperative

Provincial distribution is not merely a

performance metric; it is a strategic imperative

directly linked to economic inclusion,

sustainability, and the long-term

competitiveness of destinations in the country.

When travellers move, they stay longer. The

longer they stay, the more they spend. The

more they spend, the more communities

benefit. At the same time, pressure on

saturated destinations is reduced, and the

country’s full diversity is brought to life.

With 91 per cent of travellers still visiting

only one province, the opportunity is

undeniable. South Africa has the assets, the

stories, and the diversity. What remains is

collective execution.

Provincial spread is not just about

geography—it is about unlocking the full

value of the destination and the country.

Sources

Data Source: South African Tourism Departure

Survey (2025)

Traveller Quotes and Sentiment Insights: Data

Appeal



LOCAL PERSPECTIVE

2026 Hospitality and beyond

— shifting sands

(Part 2)

The ongoing conflict in the Middle East has significantly disrupted the travel and tourism

sector. Major Gulf cities such as Dubai, Doha and Abu Dhabi serve as primary transit hubs to

Africa, handling about half of the continent’s long-haul connecting flights. If these hubs

experience closures or reductions in service – such as flight cancellations or changes in

frequency from carriers such as Emirates, Qatar Airways, and Etihad - it causes immediate

disruptions across travel networks. Destinations in the Indian Ocean, including Mauritius,

are particularly affected, as many travellers from Europe, Asia and the Middle East transit

through these Gulf airports en route.

While less dramatic than the

Covid-19 pandemic, this

geopolitical conflict has caused

short-term uncertainty in

global financial markets, with travel

disruptions leading to cancellations. Rising

crude oil and aviation fuel costs have been

passed on to the industry, and further

airline price hikes are expected. Airlines

such as Lufthansa and Air France are

stepping in to fill gaps created by reduced

Gulf air capacity.

Following the global health crisis,

travellers now prioritise security, insurance,

wellbeing and emergency readiness (TTG

MICE). Many have asserted their rights,

creating challenges for travel providers.

Despite this, most are open to resuming

normal travel to destinations such as

Dubai, Qatar and Bahrain if geopolitical

conditions improve later this year.

Elevated geopolitical tensions in the

Middle East have the potential to influence

the global landscape of business events.

Asian cities, including Singapore and Hong

Kong, are progressively establishing

themselves as key centres for meetings,

incentives, conferences and exhibitions.

The Middle East has long been a major

hub for aviation and business travel.

However, investors and companies are

now reconsidering their involvement in the

region. According to Reuters, Asian

financial centres are becoming more

attractive to wealthy investors from Asia,

who are considering shifting funds from

Dubai to locations such as Singapore and

Hong Kong, as they are geographically

closer. These changes in financial priorities

could influence where businesses choose

to travel and host events. As a result,

multinational firms may consider holding

conferences, trade shows and meetings in

new locations, including Africa and other

regions.



LOCAL PERSPECTIVE

We are in another period of uncertainty

with no clear end. The hospitality industry

is vulnerable to these disruptions, so

owners and managers should plan

carefully.

Last month, Part 1 of our article focused

on the industry’s requirements for quality,

commercial, and design aspects for 2026.

Part 2 discusses financial prudence,

brand influence, operational and financial

impacts, service and people innovation in

hospitality, and the African countries

attracting attention, considering Middle

East turmoil, rising interest rates, oil prices,

airline schedule disruptions and visa delays.

Financial prudence

Experienced hoteliers, lodge owners and

operators will prioritise margin

management, strategic capital investment

and asset repositioning. Given the

anticipated pressure on revenues, careful

attention will be paid to cost control and

maintaining RevPAR stability through

measured responses. Investment growth is

expected to continue in 2026, supported

by a robust debt market and adequate

capital resources, while maintaining a focus

on value opportunities.

These are the likely financial focus areas

to counter uncertainty by owners/

operators:

• GOP resilience involves energy

management, controlling variable costs,

improving labour productivity, flexible

staffing and preventive maintenance,

while enabling managers to prioritise

guest interactions over excessive costcutting

meetings.

• Repositioning assets for mixed-use,

lifestyle, wellness and flexible meeting

spaces.

• CAPEX that delivers returns: invest in

tech stack integration and AI to

streamline middle management,

enhance guest experience and room

yields, and convert unused public space

into revenue-generating attractions.

• Energy efficiency savings and

investment.

• Comparing options to identify the most

favourable investment conditions for

debt management and adjusting

agreements when needed.

Brand power

Across most industries, powerful brands

provide value during periods of

uncertainty and upheaval by contributing

to perceptions of quality, dependability

and trustworthiness—and the hospitality

sector is no exception.

Whether curating robust independent

brands or adhering to internationally

recognised standards established by

organisations such as Hilton, IHG, Accor

and Marriott, every approach is

distinguished by thorough efforts to

ensure guest confidence. Through

consistent guest service, dependable

staffing and operational procedures, highquality

food and beverage offerings,

advanced technological integration and

refined lifestyle amenities, well-managed

brands demonstrate enhanced resilience

within the hospitality sector.

Hospitality brand owners will rely on

these essential deliverables to foster trust

and sustain ongoing brand commitment:

• Strengthen brand standards that remain

distinctive, dependable and reassuring

during challenging periods.

• Supporting staff standards and processes

to minimise friction through additional

training and careful recruitment.

• Offer reasonable value for money in hotel

rates, choices, menus and services.

• Maintaining thoughtful communications

and avoiding unnecessary offers and fire

sales.

Service and people innovation

Great hospitality will always be

characterised by ‘surprise and delight’

moments delivered by staff with an

intuitive sense of guest satisfaction.

However, there is a strong drive towards

efficiency and cost discipline, alongside a

desire for zero mistakes, supported by

agentic AI. Faster recovery is also possible

when errors occur.

AI is increasingly used in modern

hospitality to manage routine duties and

administrative tasks, allowing frontline staff

more opportunities for personal interaction

with guests. Common applications include

scheduling preventative maintenance,

streamlining housekeeping operations and

automating management reports on daily

revenue, operations, and staff shifts

according to business needs. Additionally,

guest profiling is enhanced through AIdriven

automation.

It is essential for hospitality management

and security protocols to acknowledge and

address guests’ ongoing concerns

regarding their safety and overall

wellbeing.

Africa country growth potential

Despite the short-term disruption to Gulf

airline schedules, Africa still remains the

fastest-growing global tourism region, with

arrivals of seven and 20 per cent above

pre-pandemic levels in several markets,

such as Egypt, Morocco, Kenya, Rwanda,

Ethiopia and South Africa.

Growth remains concentrated in

countries that demonstrate robust

fundamentals, such as extensive

construction and tourism infrastructure

development, diversified tourism markets,

and sustained business travel demand

independent of traditional tourism.

While the ongoing Middle East conflict is

expected to impact performance in the

tourism and hospitality sector, underlying

fundamentals were resilient prior to this

event. The industry has a proven track

record of recovery following previous

shocks, including the Covid-19 pandemic,

and there is hope for a return to stability.

Who is Mark Jakins?

Mark Jakins writes for Business Events Africa in his

private capacity. He is Managing Partner at Insight

Advisory, www.innsight.co.za, and a recent winner

of the 2025 Best Hospitality Advisory Firm in Africa by

MEA Business Awards. InnSight delivers in-depth

hospitality brand, operations, profit and product

improvement plans, as well as feasibility and marketentry

project strategies for hotels, lodges, branded

residences and mixed-use hospitality developments

across Africa and the Indian Ocean Islands. He is also

Chief Executive Officer and Founder of Futuredrum, a

bespoke branding strategy and business turnaround

consultancy operating across multiple industries.



HOTEL & HOSPITALITY EXPO 2026

Hotel & Hospitality Expo

Africa 2026 registration opens

Africa’s hospitality sector continues to expand, with the continent’s hotel development

pipeline reaching 577 hotels and more than 104,000 rooms, representing year-on-year growth

of 13.3 per cent. South Africa’s hospitality market is also showing steady growth, with the

sector valued at USD 11.49 billion in 2025 and projected to reach USD 12.19 billion in 2026,

growing at a 6.05 per cent CAGR through 2031 [1] .

This growth reflects continued

investment in hotels, restaurants, bars,

and wider hospitality venues,

including development projects,

refurbishments, and operational upgrades

across the country.

Several factors are supporting this

momentum, including rising international

tourism, post-pandemic recovery in global

travel, government incentives such as the

Tourism Recovery Plan, and growing

demand for boutique hotels and serviced

apartments. At the same time, trends such

as bleisure travel, digital nomad visas, and

continued investment in premium local

properties are contributing to increased

procurement activity across hotels,

restaurants, bars, and foodservice venues.

Against this investment landscape, Hotel

& Hospitality Expo Africa 2026 positions

itself as a key sourcing platform,

connecting suppliers and buyers across

South Africa’s growing hotel and tourism

economy, while linking local businesses to

wider regional opportunities.

Taking place from 10-12 June 2026 at the

Cape Town International Convention

Centre (CTICC), the three-day exhibition is

solidifying its role as the premier

procurement-led platform for South Africa’s

hospitality market. Built around local

market needs, the expo supports practical

sourcing and decision-making for new

hospitality developments, refurbishments,

and operating venues – from hotels to

restaurants, bars, and foodservice

businesses - making it indispensable for

suppliers and buyers navigating the

competitive landscape.

“South Africa-led procurement is the

lifeblood of our hospitality sector’s growth,”

said Margaret Peters, Event Director, Hotel

and Hospitality Expo Africa. “This expo is

designed to support that demand by

bringing buyers and suppliers together in a

focused sourcing environment, and our

expansion at the CTICC reflects the value

the industry places on meeting face-toface.”

Cape Town’s vibrant setting and the

CTICC’s world-class facilities provide an

ideal backdrop for meaningful industry

engagement, drawing over 5,000 trade

visitors and 150+ exhibitors eager to

connect on real procurement

opportunities.

Santam’s sponsorship underscores the

event’s strong industry backing, with the

leading insurer supporting a workshop and

hosting the exclusive VIP Lounge—a space

designed to facilitate high-level

networking and business connections.

“Engaging with events like this helps us

connect with partners in the industry and

gives us an opportunity to really listen to

our partners and understand where the

needs are and what is required in terms of

insurance for this unique, dynamic, and

thriving industry,” explains Zurina Rinquest,

Business Development Manager, Santam.

The 2026 edition will once again be colocated

with the Africa Food Show,

reflecting the close relationship between

hospitality growth and food and beverage

procurement across the continent. The colocation

creates a broader platform

connecting hospitality operators with food

and beverage suppliers, manufacturers,

and distributors.

Alongside the exhibition floor, attendees

will have access to a programme of

presentations, panel discussions, and

industry workshops, sponsored by Santam

and Kwikot. These sessions will address key

topics shaping Africa’s hospitality sector and

provide practical insights for professionals

looking to strengthen their operations and

leadership within the industry.

The event will provide an interactive

platform to explore opportunities for

investment and innovation, as well as to

keep abreast of the latest trends. It forms

part of dmg events’ global hospitality

showcase, which includes large-scale

events in Dubai and Saudi Arabia.

Registration opened on 18 March 2026

for industry professionals looking to source

new products, explore partnerships, and

gain insight into Africa’s hospitality and

foodservice industry.

For more information, visit

www.thehotelshowafrica.com.



VENUE NEWS

Conferences and team getaways in the bush—

Step away from the office and into the bush

African Hills Safari Lodge & Spa and Warthogs Bush Lodge, situated in the Magaliesberg and

within easy reach of Johannesburg and Pretoria, provide the perfect setting for conferences,

strategy sessions, leadership retreats, and team getaways.

Warthogs Bush Lodge offers 10

thatched chalets accommodating up

to 20 guests. Private and relaxed, it is

ideal for smaller groups. Each chalet features

an en suite bathroom and private wooden

deck, creating an inviting space for

connection, unwinding, and enjoying the

natural surroundings. Communal areas,

outdoor seating, and direct access to the bush

make it perfect for intimate gatherings and

focused retreats.

African Hills Safari Lodge & Spa is well suited

to larger groups, offering 48 luxury rooms and

five fully equipped conference venues. The

lodge provides convenience and flexibility for

corporate events, team-building sessions, and

larger celebrations. Guests can also enjoy

game drives, spa treatments, elephant

experiences and a full range of amenities for a

memorable stay.

Conference and meeting facilities

African Hills Safari Lodge & Spa

• Purpose-built conference venues filled

with natural light

• Flexible room configurations for meetings,

workshops, and presentations

• Onsite accommodation for residential

conferences

• Comprehensive catering options for day or

multi-day events

Warthogs Bush Lodge

• Ideal for smaller strategy sessions and

executive breakaways

• Private, exclusive-use atmosphere for

focused discussions

• Comfortable accommodation in a peaceful

bush setting

• Attractive and competitively priced

conference packages

Activities and team experiences

Conference programmes can be enhanced

with a variety of activities, including:

• Guided game drives

• Elephant experiences

• Guided nature walks

• Spa treatments at African Hills Safari Lodge

& Spa

• Bush braais and outdoor dining

experiences

• Relaxed social time around the lodge

facilities

• Plumari Bush Challenge

These shared experiences strengthen team

dynamics and foster meaningful connections

beyond the boardroom.

Conference Packages

We offer fully customisable conference and

team-getaway packages, which may

include:

• Venue hire

• Accommodation

• Breakfast, lunch, dinner and tea breaks

• Activities and team-building

experiences

• Spa and wellness add-ons

Packages are tailored to suit your group

size, objectives, and budget.

Sunday Night Blues

Conferencing Special

Starting a 24-hour conference on a Monday?

Stay over on the Sunday night for free and

only pay for your meals. Terms and

conditions apply.

Contact information

African Hills Safari Lodge & Spa

Website: www.africanhillslodge.co.za

Email: reservations@africanhillslodge.co.za |

conference@africanhillslodge.co.za

Warthogs Bush Lodge

Website: www.warthogs.co.za

Email: reservations@warthogs.co.za



VENUE NEWS

Introducing InterContinental Table Bay Cape Town

Landmark opening adds to the world of fascination within the first – and largest - hotel brand.

InterContinental, the world’s first and

largest luxury hotel brand, continues its

legacy of pioneering new destinations

with the opening of InterContinental Table

Bay Cape Town. The landmark property – first

inaugurated in May 1997 by former South

African president Nelson Mandela - returns

reimagined for today’s modern luxury traveller

following a multimillion-dollar redevelopment

of the Victoria & Alfred Waterfront.

InterContinental Table Bay Cape Town

occupies the former Table Bay Hotel, long

admired as one of Cape Town’s most luxurious

places to stay. This legacy continues today,

with the property now part of IHG’s leading

luxury and lifestyle portfolio, one of the largest

in the world. Set within the Southern

Hemisphere’s oldest working harbour, the 306-

room hotel stands between a majestic Table

Mountain backdrop and Atlantic Ocean.

Joanne Selby, General Manager,

InterContinental Table Bay Cape Town, said:

“This marks a significant new chapter for an

iconic address. Cape Town’s true character has

always been found beyond its scenery; it is a

city defined by resilience and a unique ability

to feel intimate within its own grandeur. Here,

a complex past coexists with a forwardlooking

energy, found everywhere from the

hum of creative studios to markets alive with

colour and spice.

“As we unveil a refreshed aesthetic and the

elevated luxury of the InterContinental brand,

our heart remains unchanged. Our dedicated

team – the familiar faces our guests know and

trust - is ready to deliver a renewed level of

hospitality, connecting you more deeply than

ever to the vibrant soul of Cape Town.”

For the modern luxury traveller

InterContinental Table Bay Cape Town is a

testament to the global evolution of

InterContinental, which is reimagining the

luxury travel experience for today’s modern

luxury traveller. Its aim is to strike a harmonious

balance between freedom and familiarity.

The hotel’s interiors – spearheaded by LW

Design Group’s lead designer, Gina Munro -

frame the magnificent views of Table

Mountain. The intention was to ensure every

experience, from arrival to departure, is filled

with moments of surprise and awe, while

honouring the hotel’s rich heritage. In a

remarkable continuation of craftsmanship, the

very same specialists responsible for installing

the original marble flooring in 1997 returned to

reimagine the foyer flooring once again. The

original hardwood floors were also carefully

preserved, allowing today’s guests to follow in

the footsteps of those who came before.

Today, contemporary refined lines, soft

natural tones and the genuine warmth of

South African hospitality emanate from the

hotel’s 306 guest rooms, including 40 suites,

as well as public areas. Each space is

designed to respond to the shapeshifting

needs of today’s traveller—a guest who may

combine leisure time, work commitments

and a desire to connect with culture as they

explore the world.

Guests will also have complimentary access

to the latest circadian science through the

brand’s global partnership with Timeshifter—a

NASA-utilised app which provides guests with

a personalised jet lag mitigation plan to reduce

the physical and mental impacts of time zone

changes. This means guests can arrive ready to

experience all that Cape Town has to offer.



VENUE NEWS

Insider Access: Connected with Cape

Town culture

Opening doors to a ‘world of fascination’,

InterContinental is dedicated to those who

value travel and the sense of connection it

creates, the wonder of fascinating places and

fresh perspectives. The evolution of

InterContinental is driven by the brand’s longheld

belief in the power of travel to expand

the mind and connect cultures.

InterContinental Table Bay Cape Town

contributes to the V&A Waterfront’s 123-

hectare vibrant neighbourhood which

welcomes millions of people from across the

continent and around the world each year.

The ferries to the UNESCO World Heritage Site

of Robben Island, and Table Mountain

excursions, are all within easy reach.

InterContinental colleagues serve as cultural

connectors, helping guests embrace and

explore cities and local neighbourhoods in

over 70 countries where its hotels and resorts

are located. Bringing to life the Insider

Expertise of InterContinental Table Bay Cape

Town is the Concierge, poised to connect

guests with the true spirit of Cape Town—

from exclusive winelands escapes and ocean

adventures to hidden local neighbourhood

gems.

A seat at the table

InterContinental Table Bay Cape Town is home

to four distinct venues, each inviting guests on

a unique culinary journey:

• Le Bistrot de JAN: A celebration of timeless

French-inspired bistro favourites, infused

with the unique influences of the Cape by

Michelin-starred chef Jan Hendrik van der

Westhuizen.

• Flint & Fennel: The all-day dining venue,

serving a thoughtful array of comforting,

flavourful dishes, alongside a delightful

afternoon tea experience.

• The Botanist’s Table: A vibrant lobby

lounge specialising in sophisticated

infusions, artisanal gins and a curated

selection of local wines.

• Solandra: Promising radiance by day and

spirit by night, this elevated pool deck,

bathed in Cape sunshine, transitions

effortlessly into a magical Cape evening

setting, serving craft cocktails and woodfired

sourdough pizzas.

Wellness and the art of serenity

Inspired by the Cape’s natural beauty, Spa

InterContinental Cape Town offers an

intentional approach to wellbeing, where

expert therapists guide each personalised

treatment with intuitive care and precision.

Drawing from global wellness traditions and

enriched by the Cape’s indigenous botanicals,

every ritual is designed to restore balance,

awaken energy and deepen calm. In

partnership with locally rooted and

internationally acclaimed brands, the spa

presents a curated collection of treatments

that elevate the senses and nurture body,

mind and soul.

The spa features exclusive facilities,

including an authentic Turkish hammam and

lavish treatment rooms where guests are

enveloped in sumptuous luxury linens.

Thoughtfully curated treatments blend

traditional and contemporary techniques with

locally sourced botanicals to promote

relaxation and renewed energy. For those

seeking a more active path, the state-of-theart

fitness centre overlooks the iconic harbour

and Table Mountain.

Incredible occasions: A backdrop to life’s

milestones

From whispered private milestones, to grand,

storied celebrations, InterContinental has long

served as the backdrop for life’s most

cherished moments. Incredible Occasions

leverages the expert artistry of the

InterContinental Table Bay Cape Town events

team to curate moments of wonder, brought

to life through intuitive service and seamless

execution.

For moments requiring absolute

discretion and romance, the hotel’s private

spaces offer an unparalleled sanctuary.

These settings provide a memorable

backdrop for proposals or intimate birthday

dinners curated by an esteemed executive

chef. For boutique gatherings and bespoke

dinner parties, three elegant salons provide

a refined atmosphere for groups of up to

50, while larger celebrations of up to 200

guests find a home within the expansive,

light-filled ballroom. From the initial toast

to the final farewell, every milestone is

transformed into an immersive experience,

ensuring that every anniversary, birthday

and celebration is as iconic as the

harbourside location itself.

The world’s first and largest luxury

hotel brand

InterContinental Table Bay Cape Town joins

a global portfolio of more than 235

InterContinental hotels across over 70

countries around the world. This opening

represents a cornerstone of IHG Hotels &

Resorts’ accelerated expansion across the

African continent, where the group

currently maintains a robust presence, with

38 open hotels and more than 9,200 rooms.

By integrating this iconic Cape Town

address into such a vast network, the hotel

offers guests seamless access to the IHG

One Rewards ecosystem – one of the

world’s largest loyalty programmes -

connecting the vibrant soul of South Africa

to a global community of travellers. From

established hubs such as Cairo, Luanda and

Johannesburg, to upcoming destinations in

Morocco, the brand’s footprint continues to

define the future of luxury hospitality

across the continent.



MARKET NEWS

Boardwalk Hotel.

A R270-million vote of

confidence in Gqeberha’s youth

Twenty-five cruise ships are scheduled to dock in Gqeberha this season, nine of them

staying overnight. That kind of footfall brings opportunity, and it also raises an

important question: who is ready to meet it? At a time when the hospitality sector faces

critical skills shortages and youth unemployment continues to weigh heavily on

communities, the true measure of tourism growth lies in whether it creates meaningful,

local opportunity.

Industry bodies have already sounded

the alarm. The Federated Hospitality

Association of South Africa recently

warned of mounting staffing pressures

across the sector, highlighting the growing

gap between demand and available skills.

As visitor numbers recover and confidence

returns, the need for trained professionals

in hotels, restaurants and tourism services

is becoming more urgent.

This is where investment matters.

Hospitality has long played a central role in

local economies. Each new development

supports a web of suppliers, service

providers and small businesses, from

laundry services and fresh produce

suppliers, to tour operators and transport

companies. Tourism Minister Patricia de

Lille has repeatedly underscored the

sector’s role in job creation and inclusive

growth, noting its capacity to uplift

communities and drive regional

development.

In Gqeberha, that broader impact is

beginning to take shape through a R270-

million hospitality investment: The Capital

Boardwalk.

As the city’s first aparthotel, The Capital

Boardwalk introduces a new

accommodation model to the metro. The

development features 145 contemporary

units, including standard rooms, studios,

one-, two- and three-bedroom apartments,

as well as luxury penthouses. Designed to

accommodate expats, corporate travellers

and contractors working in the region, the

property responds to the evolving needs

of a city that continues to attract business

Garnet Basson.

travel linked to manufacturing, renewable

energy, logistics and port activity.

The aparthotel format offers flexibility for

longer stays, supporting professionals who

require space, convenience and a sense of

home. In practical terms, that means

sustained occupancy patterns and

consistent local spending. Corporate

guests dine in nearby restaurants, use local



MARKET NEWS

transport services and engage with

surrounding attractions. Cruise passengers

staying overnight contribute to the same

ecosystem. As 25 ships arrive over the

course of the season, the opportunity for

the hospitality sector extends well beyond

the harbour.

But, beyond tourism numbers and

infrastructure, the project’s real legacy will

be measured in jobs and the pathways

created for local residents. When The

Capital Boardwalk opens in April this year,

the hotel expects to employ between 150

and 200 new direct roles, ranging from

food and beverage staff, chefs and

receptionists, to facilities, housekeeping

and security. The property will also

introduce more specialised roles that

support sustainable operations and career

progression in the hospitality sector,

including positions such as hotel

accountant and stock controller.

Garnet Basson, Chief Operating Officer of

The Capital Hotels, Apartments and

Resorts, said that the group’s focus is on

building a pipeline of local talent alongside

its physical footprint.

“Hospitality remains one of the most

accessible entry points into the formal

economy for young South Africans. By

investing in structured training and hiring

locally, we are strengthening our own

operations while contributing to the longterm

skills base of the city,” he said.

That local-first commitment extends

beyond recruitment. The Capital Hotels,

Apartments and Resorts has appointed a

General Manager from the Eastern Cape,

reinforcing the group’s intention to keep

leadership rooted in the region and

aligned with local culture and community

dynamics. The goal is not to arrive as an

outsider, but to work side-by-side with the

city, its hospitality sector and the broader

tourism industry in a way that strengthens

the destination as a whole.

Addressing skills shortages requires

more than recruitment drives. It calls for

on-the-job training, mentorship and clear

pathways for progression. Front-of-house

staff, housekeeping teams, food and

beverage professionals, and operations

managers all form part of a value chain

that depends on competence and

consistency. Developing those capabilities

within Gqeberha strengthens the sector

overall and reduces reliance on importing

scarce skills from other regions.

To support this, John Skelton, Chief

People Officer of The Capital Hotels,

Apartments and Resorts, has been

engaging directly with local community

centres, training schools and community

groups to build a stronger pipeline for

youth employment. By partnering with

organisations already active in the city, the

group aims to identify potential talent

early, support work readiness, and connect

young people to sustainable opportunities

within hospitality.

For young people entering the

workforce, hospitality can offer exposure to

international standards, customer service

excellence and operational discipline. In a

city preparing for a busy cruise season and

renewed business travel, that experience

becomes especially valuable. Every welltrained

team member contributes to the

visitor experience, shaping perceptions of

Gqeberha as a destination.

The Capital Boardwalk also signals

confidence in the city’s trajectory.

Significant private investment in tourism

infrastructure sends a message to the

market that Gqeberha is open for business

and ready to compete. It reflects faith in

the city’s attractions, its coastline, its

cultural offerings and its commercial

potential.

As cruise liners dock and corporate

travellers check in, the visible signs of

growth will be easy to spot. The deeper

impact will unfold more gradually, through

training sessions, career advancements and

pay cheques supporting households across

the metro.

Tourism growth carries weight when it

translates into livelihoods. In Gqeberha, the

combination of renewed visitor

momentum and targeted skills

development offers a practical route

towards shared prosperity. Through its

R270-million investment in The Capital

Boardwalk, The Capital is aligning its

expansion with that broader ambition:

strengthening hospitality, empowering

local talent and contributing to a more

resilient city economy.



MARKET NEWS

Dream Hotels & Resorts

expands African footprint

Dream Hotels & Resorts will assume management of Ghoha Hills Savuti Lodge and

Nogatsaa Pans Lodge in Botswana as of 1 March 2026, marking a strategic expansion of the

group’s presence in the Southern African safari market.

Situated in the game-rich Savuti area,

often regarded as the heart of Chobe

National Park, Ghoha Hills Savuti Lodge

enjoys a rare and elevated hilltop position

with sweeping panoramic views. Unlike

many lodges set on the plains, it is one of

the few properties in Botswana to offer such

a commanding vantage point. This makes it

particularly appealing to wildlife enthusiasts

and photographers seeking wide sightlines

and a distinctive perspective over the Savuti

landscape.

Nogatsaa Pans Lodge offers access to the

remote Nogatsaa pans area of Chobe

National Park—a landscape of open plains,

seasonal waterholes and large elephant

herds. Regarded as an armchair safari

destination, it offers a more relaxed,

immersive in-the-bush experience. Truly

remote and uncrowded, Big Five sightings

are not shared with convoys of open safari

vehicles from neighbouring lodges. The

result is a more exclusive safari—unhurried,

authentic and far removed from a tick-box

wildlife experience.

Both lodges are privately owned by the

Kader Family and will continue to operate

under their ownership. Nick Dickson, Group

Custodian of Dream Hotels & Resorts, said

the move strengthens Dream Hotels &

Resorts’ position as a diversified hospitality

group with a growing footprint beyond

South Africa.

“Botswana remains one of Africa’s most

respected safari destinations, underpinned

by a strong conservation model and a lowimpact

tourism strategy. The opportunity

to manage Ghoha Hills and Nogatsaa Pans

allows us to participate meaningfully in

that environment while applying our

operational scale and distribution reach,”

Mr Dickson said.

While the group has an established

portfolio across urban, resort and regional

destinations, the addition of two high-end

safari properties signals a step into

premium wilderness experiences in key

regional markets.

Management integration will include the

alignment of sales, marketing, distribution

and operational systems, with a focus on

preserving each lodge’s identity and

conservation-led ethos. Existing reservation

processes will continue without disruption,

and trade representation will remain in place

in partnership with Tortilis Marketing.

The expansion comes at a time when

regional travel between South Africa and

neighbouring countries continues to recover

and strengthen, with increased demand for

immersive, experience-led travel.

The lodges will continue to be

represented in the market by Alex

Johnston of Tortilis Marketing, in

partnership with Dream Hotels & Resorts.

Agents are welcome to continue

contacting Alex directly or liaising with

Dream Hotels & Resorts. Conservation

partnerships and community engagement

initiatives associated with both properties

will continue as part of the management

mandate.

“These are well-established lodges in one

of Africa’s strongest safari markets. Our

focus is to strengthen their market reach

and operational support while preserving

what already makes them successful. We

see clear opportunity in this region and

intend to grow carefully, with the right

partners and the right properties,” Mr

Dickson concluded.



MARKET NEWS

Charter Cities

Institute & Waterfall

City to host 2026

New Cities Summit in

Johannesburg

Focused on the business of building cities, the Summit is the

premier event for transforming bold ideas into impactful

action.

The Charter Cities Institute (CCI), in

partnership with Waterfall City

Management Company (WCMC), will

host the 2026 edition of the global New

Cities Summit at Waterfall City in

Johannesburg this December. Building on

CCI’s groundbreaking Africa’s New Cities

Summit in Kigali in 2023 and the highly

successful New Cities Summit in Nairobi in

2025, this Summit will cement its status as

the leading global platform for advancing

the future of urban development.

Bringing together governments,

technology executives, private investors,

city developers, entrepreneurs,

infrastructure providers, philanthropists,

scholars, professional service firms, and

more to address the challenges and seize

the opportunities of building thriving new

cities around the world, the New Cities

Summit is the essential gathering for those

committed to reimagining urban living at

scale and taking action to bring ideas to

fruition.

Willie Vos, Chief Executive Officer of

Waterfall City Management Company, said:

“It is a great honour for us to host the 2026

New Cities Summit at Waterfall City—the

largest mixed-use development in Africa.

While our 2,200-hectare smart city is only

halfway complete, we believe that it

already reflects the pioneering urban

design and human-centric principles that

underpin this project. We are proud to

showcase how innovative planning, longterm

vision, and dedicated property

management can translate into a smart,

safe, and sustainable environment where

people can truly live, work, play, and

prosper. At the same time, we look forward

to engaging with global thought leaders

and gaining valuable insights during the

Summit, as we continue building a city that

raises the bar for urban development.”

Previous editions of the Summit have

unlocked investments, catalysed

partnerships, engaged governmental

bodies (the 2023 Summit was held with the

Rwanda Development Board, and the 2025

Summit was held in partnership with the

Kenya National Chamber of Commerce and

Industry), unveiled major projects, and

accelerated real-world implementation of

bold ideas. This year, the Summit will bring

together more than 600 leaders from the

private and public sector, driving the next

generation of city development worldwide

through projects, panels, pitches, and deals

that exemplify this year’s theme: Innovating

the Business of Building Cities: Capital.

Infrastructure. Governance.

Distinct from traditional conferences, the

New Cities Summit is designed around

connection, execution, and actions—all

structured to de-risk urban investment,

accelerate capital formation, and

strengthen the global new cities

ecosystem. Key discussions will focus on

job creation, investment attraction,

governance innovation, infrastructure

development, and sustainable economic

growth. The programme will feature deal

rooms, pitch competitions, curated

networking sessions, collaborative

workshops, and brand activations. The

Summit will also feature curated cultural

and tourism experiences, showcasing the

richness and dynamism of South Africa.

Initial speakers, featured projects, and full

session programming will be announced

over the coming months.

Summit Producer and Head of

Communications for CCI, Michael Holstein,

added: “Whether you’re looking to invest,

partner, pitch, or just better understand

how new cities are reshaping economic and

social landscapes around the world, the

New Cities Summit offers an unparalleled

opportunity to connect, collaborate, and

move projects forward. The Summit’s

growth and impact have been

extraordinary, and we’re proud to partner

with Waterfall City to build on this success

and showcase to our global community a

world-class development and shining

example of the new cities movement.”

2026 Summit speakers, sponsors and

collaborators – from governments, NGO’s,

and the private sector - will be announced

shortly, as will registration and other event

information. A select number of

partnership opportunities remain,

including bespoke activations and events

for organisations seeking to align with the

future of global urban development.

For more information please contact:

Michael Holstein on michael@cci.city or

Chanté van den Berg on chante@waterfall.

co.za.



MARKET NEWS

From left to right: Eyal Halevy, Chief Executive Officer of Paragon Global; Nonhlanhla Seoe,

Deputy Director of Business Tourism for the City of Tshwane; Bronwen Cadle de Ponte, General

Manager of the CSIR ICC; and Lance Gibbons, Chief Executive Officer of Gastronomy Africa.

Gastronomy Africa

announces CSIR ICC as official

venue for 2026 conference

A celebratory moment on the trade floor at Meetings Africa

2026 marked the official announcement that the 2026

Gastronomy Africa Conference & Expo will be held at the

CSIR International Convention Centre (CSIR ICC) in Tshwane

from 3-4 August 2026.

The joint announcement was made by

Lance Gibbons, Chief Executive Officer

of Gastronomy Africa; Bronwen Cadle

de Ponte, General Manager of the CSIR ICC;

Nonhlanhla Seoe, Deputy Director of

Business Tourism for the City of Tshwane,

and Eyal Halevy, Chief Executive Officer of

Paragon Global, the Professional

Conference Organiser (PCO) and partner

for the conference. The announcement

took place on 24 February 2026 at the CSIR

ICC stand, where the four organisations

celebrated their partnership.

Formerly known as the SA Chef

Conference and Expo, the Gastronomy

Africa Conference & Expo is a

groundbreaking B2B event dedicated

exclusively to ‘the business of gastronomy’.


The programme focuses on promoting

sustainable growth within Africa’s culinary

sector, fostering creativity and innovation

in professional kitchens, and leveraging

gastronomy tourism to attract both local

and international visitors. The expo features

suppliers and food service companies from

across the culinary and hospitality value

chain.

Mr Gibbons said: “The CSIR International

Convention Centre in Tshwane responded

to our call for bids with a clear

understanding of the unique requirements

of our conference, which spans both the

business and creative sides of gastronomy.

This third edition forms part of our rebrand

to Gastronomy Africa and our expansion

into the rest of Africa. We required a

globally accessible venue capable of

welcoming culinary and hospitality

professionals from across the continent

with ease.

“A further advantage is that the CSIR ICC

is already prioritising one of our key

content pillars: Gastronomy Tourism and

how countries can leverage their unique

culinary offerings to attract tourists,

whether leisure, business, or MICE

travellers.”

Bronwen Cadle de Ponte welcomed the

announcement, highlighting the broader

industry impact of hosting the event at the

CSIR ICC.

“We are excited that Gastronomy Africa

is hosting the third edition of its

conference and expo at the CSIR

International Convention Centre. We

believe this conference is important for the

South African business events industry,

enabling collaboration, learning and

innovation around sustainability practices

in event catering, as well as enhancing

conference delegate experiences

authentically through food and beverages.

“We look forward to the conference

exploring how food, culture, and

indigenous ingredients, recipes, and

traditions can be leveraged as a value-add

in attracting conferences to the

destination,” she said.

Soza Simango, Divisional Head: Tourism

for the City of Tshwane, said that securing

the Gastronomy Africa conference bid was

more than a calendar win. “It is a strategic

milestone in positioning Tshwane as a

leading business events and gastronomy

destination on the African continent.

“As a city of embassies, innovation,

heritage, and academic excellence,

Tshwane is uniquely placed to host a

gathering that celebrates culinary mastery,

skills development, and industry

advancement. Tshwane is ready to host,

ready to collaborate, and ready to

demonstrate that food is not only

sustenance, but strategy—a driver of

tourism growth, inclusivity, and economic

resilience,” Mr Simango added.

Further details regarding the 2026

Gastronomy Africa Conference & Expo will

be announced in the coming months.

Gastronomy Africa looks forward to

welcoming delegates to the CSIR ICC in

August 2026.

Be part of the African agenda to drive

tourism and grow the business and food

industry sector. For more information,

please contact Heidi Kuyper at

heidi@sachefmagazine.co.za.


MARKET NEWS

South Africa to host Pan-African Tourism

Stakeholders at the Africa Tourism

Leadership Forum (ATLF) & Awards 2026

South Africa will host Pan-African travel, tourism, hospitality,

aviation, and related industry stakeholders in Polokwane,

Limpopo Province, from 2 to 4 September 2026 at the 8 th

Africa Tourism Leadership Forum (ATLF) and Awards.

Ben Anane Nsiah, Deputy Chief Executive

Officer of Ghana Tourism Authority.

Limpopo is renowned for its rich culture, heritage,

sustainable tourism, biodiversity, and cross-border

connectivity, establishing it as a premier tourist destination

in South Africa. As the northernmost gateway, the province is

advancing sustainable and community-driven tourism. With the

2026 ATLF & Awards approaching, stakeholders, youth in tourism,

and related industry professionals are encouraged to explore the

province’s unique stories and lasting appeal.

Limpopo’s strength as a tourism destination is its diversity.

The province connects ancient heritage with economic

development, serving as a model for sustainable tourism that

benefits local communities. From Kruger National Park to the

Mapungubwe World Heritage Site, Limpopo offers outstanding

experiences for regional and international travellers.

Hosting the 2026 Africa Tourism Leadership Forum (ATLF) &

Awards marks a significant milestone for Limpopo. The event

will unite policymakers and industry leaders to improve

accessibility and strengthen intra-African travel, ensuring

Limpopo remains central to the continent’s tourism growth.

According to Ben Anane Nsiah, Deputy Chief Executive Officer

of the Ghana Tourism Authority, the selection of Limpopo as the

host destination for ATLF 2026 is both timely and strategic,

reflecting a deliberate shift towards diversifying Africa’s tourism

landscape beyond traditional hubs.

“Limpopo’s rich cultural heritage, biodiversity assets, and

proximity to key regional markets position it as a strong catalyst

for intra-African tourism growth and cross-border collaboration.

This demonstrates how developing secondary destinations can

drive inclusive economic growth and strengthen regional

tourism value chains. I believe this also aligns with the broader

continental agenda of promoting sustainable, experiencedriven

tourism rooted in authentic African narratives. I look

forward to ATLF's continued success in shaping thought

leadership and partnerships across the African tourism

ecosystem,” Mr Nsiah said.

All African travel and tourism stakeholders, media partners,

and industry leaders are cordially invited to join us in Limpopo

for the 2026 Africa Tourism Leadership Forum (ATLF) & Awards.

Participation in this event provides an opportunity to engage

with Pan-African tourism thought leaders, policymakers, travel

trade representatives, destination management companies, and

other industry professionals.

For more information or to register or exhibit, please contact:

palesa@africatourismpartners.com or

WhatsApp: +27 81 303 7030



SAACI NEWS

Image by frankspandl from Pixabay

The right time is exactly now

During the first quarter of this year, a procurement manager, chief financial officer or risk

committee posed a similar question to a meeting professional: Is now an appropriate time?

Their intentions were sincere. With

trade tensions, changing tariffs,

currency fluctuations and

geopolitical issues affecting supply

chains and partnerships, cautious

individuals now have many valid reasons

to hesitate.

Decisions that were once simple now

require committee discussions. Approvals

take longer, and briefs come with

additional conditions and uncertain

budgets. For meeting professionals in

South Africa and across Africa, these aren’t

distant issues—they appear in your emails

and conversations with clients. The

uncertainty is genuine and calls for a clear

response.

Yes, now is the right time—because of

the pressure, not in spite of it.

We need to acknowledge the reality:

event costs are increasing due to rising

expenses for flights, accommodation,

production and logistics. Lead times are

shrinking even as approvals take longer—a

challenge familiar to every PCO, venue and

destination bureau in 2026.

Global sentiment, travel disruptions and

international trade decisions impact the

Rand immediately, directly affecting your

pipeline.

Professionals who navigate this year

successfully are taking proactive measures

rather than waiting for conditions to

stabilise. They attentively monitor relevant

indicators, adapt their proposals as

necessary, and prioritise safeguarding

client relationships before issues become

apparent to clients. This approach

exemplifies strategic management and

reflects the calibre of experienced

professionals in this region.

South Africa has navigated currency

shocks, global recessions, pandemics and

various geopolitical upheavals. Not only

have we weathered these challenges, but

we have also hosted outstanding events,

maintained first-rate service standards, and

further established ourselves as a top

choice for meetings in every circumstance.

The year 2026 continues this tradition,

marking yet another chapter in our

ongoing story.

When clients ask about the

appropriateness of timing, their concerns

are often less about logistics and more

about whether it is justifiable to bring

people together in an uncertain

environment. The most effective response

is not mere reassurance, but rather a

reframing of perspective.



SAACI NEWS

Periods of uncertainty do not diminish

the importance of connection; instead,

they make it indispensable.

Key organisational decisions during

challenging times – such as selecting

suitable partners, prioritising markets, or

safeguarding critical relationships - are

seldom reached through email exchanges

or virtual meetings. Such strategic choices

emerge in dedicated spaces, over shared

meals, and within conversations that occur

only when relevant stakeholders are

physically present.

The industry does not simply provide

events; it creates the conditions necessary

for significant decisions to be made. This

value remains resilient under pressure—it

can even be strengthened.

However, this compounded value can

only be realised if it is consistently earned.

The 2026 brief is a new proposal tailored

to the client's current needs, aligning with

their business goals, meeting strict

procurement standards, and applying their

criteria for justification. This sets a higher,

yet appropriate, standard.

One undeniable fact in our industry is

that strong client relationships are not

forged during times of disruption—they’re

established beforehand and carefully

maintained throughout periods of change.

The supplier who responds proactively,

even in the absence of a formal brief; the

association that engages its members for

strategic reflection rather than

transactional matters; and the destination

partner who supports during challenging

times, consistently demonstrating reliability

over many years. South Africa’s business

events community has established its

reputation not solely through outstanding

infrastructure – though our facilities,

service excellence and destination

offerings are truly world-class - but through

the strong relationships that form the

foundation of every event delivered.

The most important investment this year

should be focused on consistent, personal

engagement. Rather than prioritising rate

discounting or volume marketing,

organisations should prioritise genuine

interactions that show clients,

stakeholders, and partners that they are

recognised and appreciated. This approach

ensures that when circumstances change,

your organisation remains their primary

point of contact.

Conditions change, and those who stay

engaged and continue delivering despite

distractions will be best positioned when

opportunities arise.

Each event we host in 2026

demonstrates the enduring importance of

human interaction. Every gathering,

partnership and client connection shows

that our industry shapes its own ideal

conditions.

South Africa possesses the destinations,

capacity, expertise and proven history

required to achieve robust annual

outcomes. Early mixed signals should not

be interpreted as definitive forecasts;

instead, they present an opportunity for

leadership. This challenge has been

navigated successfully before and will

continue to be addressed with

professionalism moving forward.

When the question arises, and it

inevitably will—respond with the calm

confidence of professionals who have

successfully overcome tougher years and

consistently achieved outstanding results.

The right time was last quarter. The

second-best time is today.



EXSA NEWS

Euroshop 2026: A global

gathering of creative minds

EXSA’s Association Manager, Hanlie Delport, represented the organisation at EuroShop in

Germany this year, accompanied by a delegation of approximately 35 members from South

Africa. The delegation actively promoted the exhibition and events industry. Ms Delport

offered her insights.

You must experience EuroShop at

least once! It is where like-minded

and creative people converge to

exchange information and ideas.

This is more than a retail expo—it is a

meeting space for the most wonderful

industry.”

EuroShop, held in Dusseldorf, Germany,

every three years is five full days of retail,

1,840 exhibitors, and over 81,000 visitors.

The event has impressively demonstrated

why Düsseldorf becomes the international

meeting place for the retail industry.

The visit is best described with the word

‘exhausterwhelmulated’—the way you feel

after attending. Exhausted from walking

around the massive exhibition venue (16

halls); overwhelmed, by all the amazing

stands and creativity, and overstimulated by

all the conversations you have had over the

duration of the event.

EuroShop is a massive event, spanning all

of 16 halls, and FOMO (fear of missing out)

ensures that you get all your steps in each

day and try to see everything. At the dinner

table, we would discuss our day at the fair,

only to notice an impressive display we may

have missed. That immediately becomes the

target for the next day!

The overall impression was that

bulkheads and overhead structures remain

popular, as does the use of lighting. We

were all impressed by the LED set into a wall

with moving parts, to create a mesmerising

image. The use of sound and lights to create

walkways and passages within stands were

also amazing!

Paper and reusable products, as well as

the Better Stands initiative, were interesting,

though not as prominent as one might

have expected. And a few system stands

demonstrated that the tried-and-tested

methods for building larger consumer

shows are still applicable. Octonorm’s stand

was a hive of activity, featuring numerous

presentations, great hospitality, and the

launch of exciting initiatives such as the AI

stand designer and CO 2

calculator service.

There were several stages where

presentations were offered throughout the

day, with the yellow stage focused more

specifically on our industry. Here, we

attended talks on the North American

exhibition sector and strategies to increase

sales on stands.

The IFES Village, where EDPA (Experiential

Designers and Producers Association) from



EXSA NEWS

the US, the Canadian industry, and Scan

Display were also exhibiting, proved to be a

busy meeting hub. Many other association

representatives met in the hospitality area

of the IFES Village, making it a wonderful

opportunity to catch up with global

partners. EXSA also connected with IFES and

ESSA, as well as the Brazilian exhibition

organisation, a Swedish firm, and Dutch

companies—all whom were extremely

interested in the Southern African market.

The conclusion we all reached was that

our local industry is ‘up there’ and can

compete with the rest of the world,

shoulder to shoulder. Our designs, our

artistry and delivery are on par, and we can

be proud of every stand delivered!

The South African evening, which has

become a tradition at Euroshop, was

organised by Concept G Global and took

place on Monday, 23 February at Schwan

Restaurant in Altstadt, Dusseldorf. Dressed

in Springbok jerseys and proudly showing

our colours, a group of 29 enjoyed a lovely

dinner full of laughter and new memories.

Not even the rain could dampen our

spirits.

We returned with heads filled with

innovative ideas, and hearts full of fond

memories. For some, the return to South

Africa was delayed due to the war in the

Middle East, extending their stay—all the

more reason why EuroShop 2026 will

always be remembered!

SITE NEWS

SITE Global Conference 2026: Strategic

impact and industry transformation

The Society for Incentive Travel Excellence (SITE) Global Conference 2026, held recently in Abu

Dhabi, marked a pivotal moment for both SITE chapters and the broader global incentive travel

sector. As the industry’s flagship annual leadership forum, the event brought together suppliers,

buyers and chapter leaders from around the world to define priorities, strengthen partnerships,

and help shape the industry’s direction through 2027 and 2028.

Beyond its immediate outcomes, the

conference is expected to create lasting

strategic ripple effects - across

continents, and particularly within

emerging markets.

Conference highlights and personal

reflections

A strong African delegation was in attendance,

reinforcing the continent’s growing role within

the global incentive travel landscape:

· Tes Proos, President of SITE South Africa,

Crystal Events & Incentives

· Alex Wrottesley, SITE International Board

Member, Into Africa

· Elmari Taman, Managing Director, Taman

Tours (Eswatini)

· Molla Miheretu, Anbessa Travel (Ethiopia)

· Mellon Tukeikiriza, Head of MICE, Uganda

Convention Bureau

· Paul Mugabo, Uganda Convention Bureau

· Karim El Minabawy, Past SITE Global President,

Emeco (Egypt)

· Talib Chagani, CEO, Make My Safari (Tanzania)

Tes Proos, shared: “I really enjoyed the

camaraderie across all the chapters and felt

incredibly proud of the strong African presence.

I hope we continue to build on this momentum

in Vancouver next year—and see more SITE

Executive Summits return to Africa.”

Alex Wrottesley reflected on her first SITE

Global Conference experience: “The conference

in Abu Dhabi was immensely valuable. SITE

creates a space for genuine connection—where

conversations flow easily and help provide real

context to the global landscape. I left feeling

that, while we may feel geographically distant at

the southern tip of Africa, we are far more

connected and aligned with our international

colleagues than we realise.”

Looking ahead: Industry impact and

opportunity

Stronger global integration

The conference reinforced collaboration

between chapters, encouraging the sharing of

best practice and strengthening SITE’s global

network. This is expected to translate into:

· Increased cross-chapter partnerships and

joint initiatives

· Enhanced governance models and

leadership development

· Shared membership growth strategies

between established and emerging chapters

For regions such as Africa, Asia and LATAM,

this means greater visibility, stronger

mentorship opportunities, and improved access

to global education and certification

programmes.

Expansion of the global footprint

Hosting the conference in the Middle East

underscored SITE’s commitment to expanding

beyond its traditional strongholds. This move is

expected to:

· Encourage the formation of new chapters in

emerging destinations

· Drive membership growth across the Middle

East, Africa and Asia-Pacific

· Ensure more diverse regional representation

in SITE programming and leadership

The result is a more inclusive and truly global

industry body.

Knowledge transfer at a local level

Key themes explored at the conference –

including AI and automation, sustainability,

evolving client expectations, wellness, and new

DMC business models - will filter down into

chapter activity. Expect to see these insights

reflected in local education programmes,

workshops, webinars and advocacy efforts,

positioning chapters as hubs of best practice

within their markets.

Impact on the global incentive travel

sector (2027–2028)

Reinforcing the business case for incentive

travel

A strong focus was placed on the ROI of

incentive travel as a performance driver. Moving

forward, the industry is expected to sharpen its

ability to measure impact, link incentives to



SITE NEWS

company culture and productivity, and position

incentive travel as a strategic investment rather

than a discretionary spend.

Accelerating technology adoption

With AI, automation and data analytics front of

mind, the conference highlighted a clear shift

toward more tech-enabled programme design.

This will enable:

· Greater personalisation of experiences

· Faster and more efficient programme

planning

· Improved measurement and reporting

For planners and DMCs, this brings both

opportunity and increased competition.

Emergence of new destinations

Abu Dhabi’s role as host destination placed a

spotlight on markets beyond the traditional

incentive strongholds. This is expected to drive:

· Increased interest in the Middle East and

other emerging regions

· Stronger collaboration between destination

marketing organisations and planners

· A more diversified global incentive portfolio

Sustainability, wellness and purpose-driven

travel

The shift toward more meaningful travel

continues to gain momentum. Programmes are

increasingly expected to include:

· CSR and community engagement elements

· Integrated wellness experiences

· Authentic, culturally immersive activities

These are no longer ‘nice to have’ features—

they are becoming core expectations for

corporate buyers.

Strategic direction for SITE

The Abu Dhabi conference has set a clear

trajectory for SITE’s global roadmap, with

upcoming conferences confirmed for Canada

in 2027 and Australia in 2028. This geographic

rotation reinforces SITE’s role as the central

platform connecting the global incentive

travel ecosystem.

Africa’s moment: Opportunity and

responsibility

Africa is well positioned to become one of the

fastest-growing incentive travel regions

globally. With its unique blend of authenticity,

exclusivity, sustainability and high-impact

experiences, the continent offers exceptional

reward value.

The opportunity for SITE Africa lies in

positioning the region as the transformational

incentive destination—expanding beyond

the traditional safari narrative.

However, unlocking this potential will

require ongoing focus on access, perception

and regional coordination.

Bottom line

For SITE Africa:

Greater global influence, stronger

membership growth, enhanced leadership

development, and increased advocacy

power.

For African destinations:

Growth in high-value incentive travel, more

sophisticated programme design, rising

demand for luxury experiences, and increased

scrutiny on infrastructure and accessibility.

Summary

The SITE Global Conference 2026 delivered

meaningful, multi-layered impact:

· For SITE chapters: stronger collaboration,

leadership development, global expansion,

and effective knowledge transfer

· For the industry: a reinforced business case

for incentive travel, accelerated technology

adoption, broader destination appeal, and a

deeper focus on sustainability and purpose

Ultimately, the conference has laid the

groundwork for a more connected, innovative

and globally representative future for incentive

travel.




From pledge to practice: A wake-up call for African business events

At the recent BONDay Business Events Power Sessions at Meetings Africa 2026, I opened my

talk – From Pledge to Pathway: Building Net Zero Credibility into African business events -

with a simple question: “How many event organisers here actively think about or implement

sustainability and greening practices in your events?”

By John Arvanitakis, EGF Chairperson

In a room filled with industry professionals, only two hands

went up. Two!

In 2026 – amid climate risk, resource scarcity, and

mounting regulatory pressure - that response is more than

disappointing; it is alarming. For an industry that prides itself on

innovation, it signals a dangerous disconnect between what we

say and what we do.

Sustainability in the business events sector can no longer be

treated as a ‘nice-to-have’, a marketing angle, or a last-minute

add-on. It is not a logo on a programme or a recycling station

near the coffee break. It is a fundamental shift in how we design,

procure, power, transport, build, dismantle and measure our

events.

Globally, clients demand carbon transparency. Corporates are

embedding ESG metrics into procurement. Destinations are

setting net zero targets. Yet too many events across our continent

still operate as if sustainability is optional.

It isn’t.

The good news is that the tools, knowledge and support

systems already exist—and they are accessible.

The Event Greening Forum (EGF) NPO has spent years

building practical pathways for local implementation. Our

educational resources (eventgreening.co.za/resources) –

webinars, research reports, toolkits and case studies - are

designed specifically for the African event context and move

beyond theory into actionable guidance. Our Green Database

(greendatabase.co.za) connects organisers with venues,

suppliers and products working towards improved sustainability.

For those ready to formalise their commitment, EGF

Certification provides a credible framework to measure, verify

and communicate sustainability performance. It is the logical

next step in demonstrating that your event greening actions are

real, measurable and accountable.

In addition, a growing network of experienced

sustainability consultants and practitioners can assist with

training, carbon measurement, waste planning, on-site

implementation and certification support. No business needs

to navigate this journey alone.

The question is whether we are willing to lead.

Africa’s business events industry has the opportunity to

leapfrog outdated models and embed sustainable thinking at

the core of event design—not as followers of global

standards, but as innovators shaping them.

But this requires commitment—not pledges without

plans.

The next time that question is asked in a conference room,

the goal should not be two hands raised.

It should be every hand raised.

AAXO NEWS

Connections to conversions—building relationships that deliver ROI

In this article, Andy Preston of www.AndyPreston.com (the world’s #1 recommended sales

speaker) discusses how most of us struggle to turn our Connections into Converted

Business!

One of the worst things about most

event and exhibitions professionals

that I’ve ever met is… they are highly

focused on building relationships!

What I mean is that these relationships are

very often too one-sided.

If we really want to be seen as partners –

what I would call the ‘stand out trusted

advisor’ – then those relationships need to

be equal, not structured as ‘master vs

servant’.

Too often, we get caught up delivering our

very best for a client in terms of service and

service delivery.

Yet we don’t always get the results that our

efforts deserve—and this is especially true

when it comes to new business!

And, if we really want to take out

Connections through to Conversions, and

convert them into business, then we need to

ensure that we are positioned as, and seen

as, equals.

• Far too often we are subservient to the

other party.

• Far too often, we allow ourselves to be told

what to do.

• And, far too often, we are told when to do

it by!

Especially when it comes to proposal time!

That is not a partnership, nor is it ‘equal’

positioning.

It’s ‘servant’ positioning.

Many prospects and customers will take

advantage of the fact that there are others out

there offering similar services to ours.

Many prospects and customers will use that

against us, to get us to do ‘extra things that

weren’t originally discussed, and make us feel

awkward about charging extra for them.

Many prospects and customers don’t

respect us as much as they should. They expect

us to do lots of things ‘because that’s our job’

and almost see us an employee, rather than a

trusted partner or stand-out trusted advisor.

And, if we don’t fix this issue – particularly

in new business - we risk spending most of

our valuable sales time on opportunities that

have little or no chance of converting,

without realising it until it’s too late.

Are you noticing any of the following ‘signs’

that you are in ‘servant’ position – rather than

being a stand-out trusted advisor - with any

of your connections right now?

• They tell you to send a proposal as next

steps (and even worse, when it has to be

in by!)

• They make decisions without you present

and ‘inform’ you afterwards.

• Their missed deadlines somehow seem to

become your problem!

• They don’t respond quickly to your calls,

emails or WhatsApps, yet you must ‘jump’

when they message you!

I’m on a mission to change how people are

treated by their prospects and clients.

Are you with me?

DIRECTORY

SOUTHERN AFRICAN ASSOCIATION

FOR THE CONFERENCE INDUSTRY

EXHIBITIONS AND EVENTS

ASSOCIATION OF

SOUTHERN AFRICA

SOCIETY FOR INCENTIVE

TRAVEL EXCELLENCE

ASSOCIATION OF AFRICAN

EXHIBITION ORGANISERS

HEAD OFFICE

Chief Executive Officer

Glenton De Kock

e: ceo@saaci.org

c: +27 (0)82 575 7565

Communications Manager

e: communications@saaci.org

Membership Services & Operations

Sarina Steenkamp

e: members@saaci.org

t: +27 (0)82 414 0868

BOARD MEMBERS

Alex Wrottesley

e: alex@intoafrica.co.za

Clarissa Carsten

e: clarissa.carsten@umfana.co.za

Esti Venske

e: venskee@cput.ac.za

Kim Roberts

e: info@mise-en-placesolutions.com

Lara le Roux

e: lleroux@paragong.com

Londi Khumalo

e: londi@nichepartners.org

Merryl Fairfoot

e: merrylf@cticc.co.za

Projeni Pather

e: projeni@exposuremarketing.co.za

Ronelle Pillay

e: ronelle.pillay@southernsun.com

EXSA OFFICE

www.exsa.co.za

EXSA Association Manager

Hanlie Delport

t: +27 (0)71 611 0164

e: info@exsa.co.za

EXSA Chairperson

Sibusiso Mncwabe

Deputy Chairperson

Jacqui Nel

Treasurer

Ismael Atanasi

Western Cape Chair

Liam Beattie

Deputy Western Cape Chair

Nic Curle

KZN Chairperson

Ashona Maharaj

Gauteng Chairperson

Kerry-Lee Bester

Events Chairperson

Angelique Smith

Directors

Ross Wilson

Gavin Burgess

Kimendrie Pillay

Emmanuel Patty

Daniel Chemel

Steve Marsden

SITE AFRICA CHAPTER LEADERS

SITE International Board Member

Alex Wrottesley: alex@intoafrica.co.za (South Africa)

President – SITE Africa

Tes Proos: tes@crystalevents.co.za (South Africa)

VP – South Africa

Kathy Lavery: k.lavery@euromic.com

Secretariat – SITE South Africa

Tracey Cronje: tracey@eventassist.co.za

Secretariat – SITE South Africa

Angelique Smith: angie@esiglobal.co.za

VP – Botswana

Tshepiso Mganga: tshepiso@cityandsafari.com

Ambassador – Eswatini

Elmari Taman: enquiries@tamantours.com

VP- Ethiopia and Djibouti

Molla Miheretu: fklm.de.et2004@gmail.com

President Elect – North Africa

Adam Rzane: adam.rzane@weareaccess.ma

(Morocco)

VP – Tanzania and Zanzibar

Talib Chagani: talib@makemysafari.com (Tanzania)

VP – Uganda

Mellon Tukeikiriza: mellon.tukeikiriza@utb.go.ug

Young Leader- Zimbabwe

Jessica Brown: jessica@cansaf.com

46 Waterford Office Park, Waterford Drive, Fourways,

Johannesburg

t: +27 (0)87 265 5840

e: aaxo@aaxo.co.za

Chairperson

Projeni Pather, Exposure Marketing

e: projeni@exposuremarketing.co.za

Vice Chairperson

Adele Hartdegen, Dogan Events

Board Director

Gary Corin, Specialised Exhibitions

e: Gary.corin@montgomerygroup.com

Venue Committee Chairperson

Cornelle du Preez, Gallagher Convention Centre

e: cornelled@gallagher.co.za

Treasurer

James Bull, Informa Tech

e: James.bull@informa.com

Immediate Past Chair

Devi Paulsen-Abbott

e: devi@aaxo.co.za

Board of Directors

Adele Hartdegen, Dogan Events

Errol Bryce, Vuka Group

Joshua Low, dmg Events

Tracy Gounden, Messe SA



DIRECTORY


PCO ALLIANCE NETWORK

INTERNATIONAL CONGRESS &

CONVENTION ASSOCIATION

TGCSA — Tourism Grading

Council of South Africa

Private Bag X10012, Sandton 2146

t: +27 (0)11 895 3000

f: +27 (0)11 895 3001

e: enquiries@tourismgrading.co.za

179 Jan Smuts Ave, Parktown North, Private Bag

X7000, Parklands 2121

t: +27 (0)11 447 4777

e: info@eventgreening.co.za

w: www.eventgreening.co.za

Management Committee Members:

Chairperson: John Arvanitakis, Chat’r Xperience

1 st Vice Chairperson: Neo Mohlatlole, SevenColors

2 nd Vice Chairperson: Angelique Smith, Event

Synthesis

Treasurer:Justin Hawes, Scan Display

Secretariat: Lynn McLeod, Individual

Aabida Davis, CTICC

Pippa Naude, Individual

Gary van der Walt, Xanita

Gavin Burgess, Technology Partners

Grace Stead, Steadfast Greening

Herkie du Preez, STRONG PR

Joey Swart, Take Note Events

Morwesi Ramonyai, Borena Energy

Patrick Cronning, Expo Guys

Associate Members

Anthea Buys, AAXO

Ellen Oosthuizen, PCO Alliance

Glenton de Kock, SAACI

Kevan Jones, SACIA

Hanlie Delport, EXSA

Tes Proos, SITE Africa

Sanja van Rooyen, Specialised Exhibitions

e: info@pcoalliance.co.za

w: www.pcoalliance.co.za

Chairperson

Ellen Oosthuizen

t: +27 (0)83 268 6868

e: elleno@bebes.co.za

ICCA African Chapter

Regional Director Africa:

Frank Murangwa

t: +25 07 883 58454

e: frank.m@iccaworld.org

OTHER ORGANISATIONS

OF INTEREST

ABTA — African Business Travel Association

Box 2594, Pinegowrie, 2123

t: +27 (0)11 888 8178

c: +27 (0)83 679 2110

e: monique@abta.co.za

w: www.abta.co.za

Founder: Monique Swart

ASATA – Association of Southern African

Travel Agents

PO Box 650539, Benmore, 2010

t: +27 (0)11 293 0560/61

e: general@asata.co.za

Office manager: Barbara Viljoen

FEDHASA National Office — Federated

Hospitality Association of Southern Africa

e: ceo@fedhasa.co.za

w: www.fedhasa.co.za

PSASA – Professional Speakers Association of

Southern Africa

e: admin@psasouthernafrica.co.za

w: www.psasouthernafrica.co.za

TINSA — Interpreters/Translators Network

of Southern Africa

e: info@interpreter.org.za

t/f: +27 (0)11 485 2511

c: +27 (0)83 249 0010

w: www.interpreter.org.za

TPSA — Technical Production Services

Association

c: +27 (0)82 555 5556

e: kevan@sacia.org.za

w: www.tpsa.co.za

Executive director: Kevan Jones

TTA—Tshwane Tourism Association

Box 395, Pretoria 0001

t: +27 (0)12 841 4212

e: secretary@tshwanetourism.com

w: www.tshwanetourism.com

Membership coordinator:

e: membership@tshwanetourism.com

SACIA — Southern African Communications

Industries Association

c: +27 (0)82 555 5556

e: kevan@sacia.org.za

Executive director: Kevan Jones

SATI — South African Translators’ Institute

Executive director: Marion Boers

t: +27 (0)11 803 2681

e: office@translators.org.za

w: www.translators.org.za

SATSA — Southern Africa Tourism Services

Association

Box 900, Ferndale 2160

t: +27 (0)11 886 9996

e: pa@satsa.co.za

w: www.satsa.com

SKAL International South Africa

w: www.skalsouthafrica.org

STA — Sandton Tourism Association

t: +27 (0)83 558 5445

e: secretariat@sandtontourism.com

w: www.sandtontourism.com

TBCSA — Tourism Business

Council of South Africa

Chief executive: Tshifhiwa Tshivhengwa

Box 11655, Centurion 0046

t: +27 (0)12 664 0120

e: comms@tbcsa.travel

w: www.tbcsa.travel

w: www.tomsa.co.za

Member relations manager: Boitumelo Moleleki



MARKET NEWS

New General Manager at Meropa Casino & Entertainment World

Sun International confirms the appointment of Charlene Ludick as the new General

Manager for Meropa Casino & Entertainment World.

In her new role, Ms Ludick will provide

strategic and operational leadership for

the Limpopo property, with a focus on

operational excellence, guest experience,

employee engagement, governance,

regulatory compliance, and meaningful

stakeholder and community engagement.

Ms Ludick brings more than 25 years of

executive leadership experience across the

gaming, hospitality, tourism and financial

services sectors. She has extensive

experience leading integrated resorts,

navigating regulated environments, and

driving sustainable commercial

performance.

Her career includes senior leadership

roles across hospitality, gaming and

financial services sectors, with

responsibility for multi-property portfolios

and regional operations.

Ms Ludick holds an MBA from Henley

Business School, a BCom Honours in

Business Management (UNISA), a BCom in

Management (UNISA), an Executive

Development Programme qualification

from the University of Nevada (USA), and a

Certificate in Business Management from

SAIM.

Ms Ludick will report directly to the

Director of Small and Medium Properties,

Peter Tshidi, and to the Meropa Board.

“Charlene is widely respected for her

people-centred, values driven leadership

approach. We wish her every success as

she leads Meropa into its next phase of

sustainable growth,” said Mr Tshidi.

Index of advertisers

ADVERTISER PAGE EMAIL WEBSITE

AAXO 59 aaxo@aaxo.co.za www.aaxo.co.za

Cape Grace 32-33,34 capegrace.info@fairmont.com www.capegrace.com

Event Greening Forum 58 info@eventgreening.co.za www.eventgreening.co.za

EXSA 54,55 exsa@exsa.co.za www.exsa.co.za

Mjunxtion 04 yolande@mjunxtion.co.za www.mjunxtion.co.za

Premier Hotels 24-25,26 info@premierhotels.com Premierhotels.com

SAACI 52,53 info@saaci.org www.saaci.org

Sadio Events 9,10-11 info@sadioevents.co.tz sadioevents.co.tz

SA Events Council 51 hello@saeventscouncil.org www.saeventscouncil.org

SITE Africa 56,57 info@sitesouthernafrica.com siteglobal.com/chapter/site-africaess

The Maslow Hotel 29,30-31 suninternational.com/themaslow

Uwin Iwin FC,IFC,6-8 info@uwinIwin.co.za uwiniwin.co.za



THE LAST WORD

Africa’s tourism awakening: Capturing

the continent’s $322bn potential

From primary producers to township takeaways and boutique

hotels, businesses across the board are contending with rising

input costs, energy insecurity, logistics bottlenecks and

customers who are more value-conscious – and values-driven -

than ever before.

By Ross Volk, Managing Director, MSC Cruises South Africa

From where I stand, the path forward is clear: focused

delivery across 10 strategic priorities – from infrastructure

to mobility, and from destination branding to workforce

development - will determine whether tourism becomes

a true economic driver or remains a missed opportunity.

Closing the distance between promise and

performance

Africa has everything it needs to become a globally competitive

tourism destination. Natural beauty, cultural depth and vast

coastlines—the raw materials are here. But travel is not just

about where you go; it is about how you get there, what you

experience, and how supported you feel along the way.

Too often, we fall short in the systems that connect the dots.

Infrastructure is uneven, services are inconsistent and collaboration is

limited. The result? Visitors leave with mixed impressions and

potential remains locked away in destinations that should be thriving.

Travel that starts smooth and stays that way

At MSC Cruises, we know that the tourism experience doesn’t

begin at the port. If the airport is confusing, if the road to the

hotel is long and potholed, or if a transfer between cities takes a

day longer than expected, the entire visit is affected. The best

destinations in the world don’t just offer attractions—they

make arrival feel easy. We need to apply that same thinking.

Despite its scale, Africa accounts for just 2-3 per cent of global

air traffic and 1.5 per cent of cruise traffic. These gaps reflect the

infrastructure and investment barriers we still need to overcome.

We need more regional air routes, better terminals and efficient

public transport that connects places tourists really want to visit.

And we need to plan for long term, not just quick wins.

Visas: The fixable friction

Visa complexity still deters too many travellers. Even within Africa,

crossing borders can be slow and unpredictable. That limits intracontinental

tourism, dampens business travel and makes multicountry

itineraries harder to sell. While progress has been made in

digitising entry requirements, implementation remains uneven.

Only four African countries offer visa-free access to all African

nationals. And although 26 nations now have e-visa systems,

regional alignment remains inconsistent. Travellers should be able to

move across borders as easily as they hop between cities elsewhere.

A digital system that works, supported by a harmonised policy

framework, would be transformative—especially for cruise tourism.

Africa has the product. Now it needs the story.

When global travellers think of Africa, their knowledge is often

narrow. A handful of famous parks or cities dominate the picture,

while entire coastlines, inland regions and cultural centres remain

largely invisible to the international market.

We have the destinations. What’s missing is visibility. Tourism

boards and operators must tell compelling stories that showcase

our beauty and create emotional connection. If we do not highlight

the richness of what we offer, we risk being defined by the few

headlines people see.

Today, African destinations receive less than one per cent of global

travel search traffic. That’s not a reflection of quality; it’s a reflection of

how we show up online. The world will not discover us by accident.

People build the industry

There is no tourism without people. From guides and cooks to

rangers and entertainers, it’s the human element that turns a trip

into a lasting memory. In Africa, that strength is already there—

in our hospitality, our humour and our welcome. But too often,

those delivering it work informally, without security or clear

paths for growth. That must change.

Across Africa, 69 per cent of the tourism workforce are

women, and half are under the age of 25. Yet 82 per cent of those

jobs are informal. Training, enterprise support and fair inclusion in

the tourism value chain are the foundation of a better visitor

experience. Our partnership with the Shosholoza Ocean Academy

is designed to create exactly that: career pathways for young

people who want to lead, not just participate.

Nature is our edge—but it comes with responsibility

Tourism in Africa is overwhelmingly tied to the environment—

parks, coastlines, marine ecosystems. Yet, these same environments

are fragile. If tourism is to remain sustainable, we must move from

preservation to participation. Conservation is not only about

protecting wildlife; it’s about protecting identity, livelihoods and

long-term resilience. Local communities must be empowered to

protect and benefit from the resources they steward.

At MSC Cruises, we’ve integrated sustainability into our

operating model, from emissions management to conservation

partnerships. For example, we transformed a disused mine in the

Bahamas into a marine reserve. Industry efforts alone aren’t enough

though. Governments, operators and civil society must work

together to ensure nature-positive tourism becomes the standard.

Service matters more than we think

Service is often what tourists remember most. It shapes the stories

they tell, the ratings they leave and whether they choose to return. In

Africa, service quality can be inconsistent—not for lack of

willingness, but often for lack of training and support.

We need to raise the bar, not through expensive interventions, but

by building a culture of care and pride in hospitality. The goal is not

Who is Ross Volk?

Ross Volk is the current Managing Director of MSC

Cruises South Africa, a position he has held since his

appointment in 2016. He is responsible for the

company’s commercial growth in the country and also

oversees port operations, crewing and island operations

in Mozambique. He leads a staff complement of more

than 150 people across the South African office. Prior to

becoming Managing Director, he served as the

company’s Chief Financial Officer. During the

government Covid-19 lockdown in South Africa, in

collaboration with the Tourism Business Council of South

Africa (TBCSA), Mr Volk worked with TBCSA to lobby for

the lifting of restrictions and the reopening of the

tourism industry in the country. Passionate about

training and people development, he has travelled to

over 75 countries around the world and has a deep

understanding of diversity and different cultures. He is a

Chartered Accountant (CA) and an alumnus of the

University of the Witwatersrand.

perfection, it is consistency. Tourists do not expect luxury everywhere,

but they do expect to be treated with care.

10 priorities—one direction.

The tourism sector does not need more ideas. It needs delivery.

The priorities are well known: infrastructure, visa reform,

sustainability, marketing, safety, product variety, education,

inclusion, entrepreneurship and service quality.

But it’s not about checking off a list. These elements work

together. When they are pursued in isolation, their overall impact

is diluted. Real progress will require coordination across

government, business and civil society.

The next decade starts now

Tourism cannot carry the economy alone. But it can do far more

than it does today—and faster. It can connect rural towns to

global travellers, grow small businesses and generate jobs

beyond hospitality. It can also make infrastructure investments

more viable and cultural investment more rewarding.

We already have what the world wants. The question is whether

we can organise ourselves to deliver it—consistently, competitively

and sustainably. I believe we can. The foundations are there. What

we need now is collective action, with pace and purpose.



Business Events Africa - Vol 46 No 03 - March 2026

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