Cape Town and the Western Cape have solidified their status as Africa’s premier destination for international association meetings, as revealed by the recently released International Congress and Convention Association (ICCA) GlobeWatch 2024 Business Analytics Report.
The city has surged to an impressive 35th position globally, a leap of 15 places from the previous ranking.
The report highlighted that Cape Town hosted 58 international association meetings in 2024, a notable increase from 42 in 2023, and places the city among the top 10 worldwide for average attendance per event, with an average of 717 delegates per meeting.
This upswing not only strengthens Cape Town’s presence in the global arena but also boosts its economic prospects and reputation as a vibrant hub for business events.
Stellenbosch, a key player within the Western Cape, has also demonstrated ongoing success in the rankings, hosting seven meetings last year.
Over the past decade, it has become a welcome fixture in the international conference landscape, having successfully hosted 100 meetings from 2013 to 2024.
Smaller towns like George, Grabouw, Knysna, and Paarl are beginning to carve out their niches as attractive venues for international events, further spreading the benefits of business tourism across the province.
Nationally, South Africa continues to dominate as the top-performing country on the continent, with an increase in international meetings from 84 in 2021 to 98 in both 2023 and 2024.
This growth is projected to deliver over R2 billion in revenue to the national economy, validating the significance of international meetings in contributing to economic development.
“This ranking shows that Cape Town and the Western Cape stand shoulder to shoulder with global conference hubs such as Dubai, Barcelona, and Melbourne. We are particularly pleased that smaller towns across the province are experiencing the benefits of business events,” said Wesgro CEO, Wrenelle Stander.
She noted that the Cape Town and the Western Cape Convention Bureau secured 36 new conference bids in the 2024/25 financial year alone, which is expected to generate R745 million in economic impact and attract over 27,000 delegates through to 2028.
Moreover, bid submissions for events extending into 2032 are already in progress, suggesting a robust pipeline for future opportunities.
The impact of these international meetings was further underscored by the words of Dr Ivan Meyer, Western Cape Minister of Agriculture, Economic Development and Tourism.
“These outstanding results reflect the Western Cape’s global competitiveness and the tangible economic impact of business events. Every international meeting we host fuels job creation, investment, and innovation – while positioning our region as a hub of knowledge and expertise,” he commented.
Also supporting the positive narrative is Alderman James Vos, Mayoral Committee Member for Economic Growth in the City of Cape Town.
He emphasised that Cape Town’s impressive rise in global rankings reflects the city’s world-class infrastructure and skilled workforce, buttressed by public-private partnerships.
“Business tourism remains a key pillar of our economic growth strategy – each international meeting not only boosts hotel bookings and restaurant traffic, but also significantly enriches our local economy.
“This is why we proudly fund the Convention Bureau, as we recognise how strategic support can unlock tremendous benefits for our communities,” Vos added.
With Cape Town climbing the ranks as a desired global venue for international meetings, its future as a thriving business tourism hub shines bright, paving the way for economic prosperity and community enrichment across the region.
