The business of tourism is booming!
This month we’re exploring the growing potential of Africa’s business events and tourism sectors. South Africa is taking bold steps to expand its share of the global MICE industry, with key efforts being made to position the continent as a leader in the meetings, incentives, conferences, and exhibitions space. At the same time, sub-Saharan Africa’s tourism continues to thrive, with a rise in international visitors and increasing interest in destinations like Kenya, Tanzania, Zambia, and Botswana.
We also delve into Zambia, a hidden gem offering incredible wildlife safaris and the awe-inspiring Victoria Falls, all set against the backdrop of its untouched landscapes. Read on for insights into how these developments are shaping Africa’s future as a premier destination for both business and leisure travel…
South Africa focussing on more MICE
At Meetings Africa 2025, Minister Patricia de Lille took to the stage with a clear message: South Africa may be the leading business events destination in Africa and the Middle East, but there’s still work to be done to claim a larger slice of the global Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
Citing figures from Allied Market Research, de Lille outlined the scale of the opportunity. In 2023, the global MICE sector was valued at a staggering $523.3 billion, while South Africa’s share stood at just $6.6 billion. “We must continue strengthening Africa’s position in this space,” she urged, calling for strategic collaboration to elevate the continent’s presence on the international stage.
Meetings Africa 2025 brought together over 400 exhibitors from across the continent, each showcasing Africa’s diverse business potential. De Lille reaffirmed the critical role of the MICE industry in South Africa’s economic strategy, emphasising that by leveraging collective expertise, Africa could position itself as the world’s most sought-after business events hub.
Beyond the business events sector, South Africa’s tourism industry also recorded notable growth. Between January and December 2024, the country welcomed 8.92 million visitors—a 5.1% increase on the previous year. Significantly, 76% of these arrivals came from elsewhere in Africa, underscoring the continent’s contribution to South Africa’s tourism success.
Business events on the up and up
In the business events space, the South African National Convention Bureau (SANCB) has been working hard to secure high-profile international conferences. Since the start of the 2024/25 financial year in April, SANCB has submitted 81 bids for global business events. The efforts are already paying off — South Africa has secured 53 international conferences scheduled to take place between 2024 and 2029. These events will inject R617-million into the economy and bring more than 24,000 delegates to the country.
World-class venues across Johannesburg, Pretoria, Ekurhuleni, Cape Town, Port Alfred, Gqeberha, the Magaliesberg, Sun City, Richards Bay, Polokwane, Muldersdrift, and Stellenbosch will play host to these prestigious gatherings. With an ambitious vision and an expanding portfolio of events, South Africa is making its mark as a formidable global player in the business tourism arena.
A glimpse into the future?
Tourism in sub-Saharan Africa is on an upward trajectory, with the region welcoming a surge in international visitors. According to the latest report from United Nations Tourism (UNWTO), Africa saw approximately 74 million arrivals last year — an increase on the previous year and a strong indicator of the continent’s growing appeal.
Kenya and Tanzania, long celebrated as premier safari destinations, recorded a notable rise in wildlife tourism, as travellers sought out the iconic landscapes of the Serengeti, Masai Mara, and beyond. Meanwhile, Cape Town’s vibrant culture, Mauritius’ idyllic beaches, and Namibia’s otherworldly deserts continued to draw visitors in increasing numbers. Countries like Zambia, Rwanda, and Botswana also experienced a rise in arrivals, underscoring the broadening interest in Africa’s diverse travel offerings.
This upward trend signals a promising future for the region. As demand grows, investment in infrastructure, conservation, and hospitality is expected to follow, ensuring sustainable tourism remains a priority. With its vast natural beauty, rich cultural heritage, and expanding global visibility, Africa is poised to become an even more prominent player on the world tourism stage.
Explore Zambia with us
Zambia is a land of raw wilderness, mighty rivers, and breathtaking landscapes, offering an unrivalled safari experience and adrenaline-fuelled adventures. From vast national parks to the thundering spectacle of Victoria Falls, this Southern African gem captivates at every turn.
The country’s wildlife-rich reserves, including South Luangwa and Lower Zambezi National Parks, are famed for exceptional walking safaris and intimate game-viewing experiences. Here, visitors can track big cats on foot or watch elephants wade through the Zambezi River.
Victoria Falls, one of the world’s greatest natural wonders, is Zambia’s crown jewel. The sheer power of the “Smoke That Thunders” is best experienced up close, whether from scenic viewpoints, a thrilling microlight flight, or a heart-pounding swim in Devil’s Pool.
Beyond the wild, Zambia’s friendly communities, rich traditions, and warm hospitality create an inviting atmosphere. Whether exploring its untamed landscapes or embracing the rhythm of local life, Zambia offers an authentic African adventure like no other.