Wednesday, June 25, 2025
Cape Town, South Africa’s premier city, has made significant strides in the global meetings industry, securing a top spot as one of the world’s leading destinations for international association meetings. According to the newly released International Congress and Convention Association (ICCA) GlobeWatch 2024 Business Analytics Report, Cape Town has jumped 15 places to achieve an impressive 35th position globally. This surge reflects the city’s growing prominence in the international conference and business events sector.
The ICCA report reveals that Cape Town hosted 58 international association meetings in 2024, a remarkable increase from the 42 events held in 2023. This surge places the city among the top 10 worldwide for average attendance per event, with each meeting attracting an average of 717 delegates. This rapid growth not only bolsters Cape Town’s reputation as a leading business hub but also has significant economic benefits for the city and the broader Western Cape region.
Cape Town’s rising position in the ICCA rankings highlights the city’s strength as a premier destination for international events. As the Western Cape’s capital, Cape Town has become a central hub for conferences, trade shows, and international meetings. The region’s growing infrastructure, vibrant cultural offerings, and world-class venues are key factors contributing to this success.
This surge in the number of international meetings hosted by Cape Town signifies the increasing demand for business tourism in South Africa. The city is not only attracting large-scale events but is also expanding its reach to smaller, niche meetings, further solidifying its place in the competitive global meetings industry.
The economic impact of this growth is substantial. The Western Cape Convention Bureau’s efforts to secure new conference bids have been pivotal. In the 2024/25 financial year alone, the Bureau successfully secured 36 new conference bids, which are expected to generate a significant R745 million in economic impact. Furthermore, these events will attract over 27,000 delegates to the region, creating long-term economic benefits and promoting South Africa’s business tourism.
While Cape Town has seen significant growth, other regions in the Western Cape are also contributing to the province’s reputation as a leading conference destination. Stellenbosch, known for its rich cultural heritage and world-renowned vineyards, continues to perform well in the international meetings sector. In 2024, Stellenbosch hosted seven international meetings, building on its growing reputation in the global conference scene.
Smaller towns such as George, Grabouw, Knysna, and Paarl are also beginning to carve out their own niches as attractive venues for international business events. These regions offer unique, scenic backdrops for conferences, trade shows, and corporate meetings, providing a refreshing alternative to larger urban centers. As a result, the benefits of business tourism are spreading across the entire province, further enhancing South Africa’s position as a leading player in the global meetings industry.
The rise in international association meetings has tangible economic implications for both Cape Town and South Africa as a whole. According to estimates, the growth in meetings and business events is expected to generate more than R2 billion in revenue for the national economy. This underscores the importance of international meetings in driving economic growth, job creation, and investment in the region.
The positive economic impact extends beyond just the hosting of events. International meetings fuel the tourism sector, driving demand for hotels, transportation, catering services, and local experiences. The influx of international delegates supports local businesses and boosts the hospitality industry, creating sustainable economic opportunities for the region.
Looking ahead, the future of Cape Town and the Western Cape as global meeting destinations looks promising. In addition to the success of securing new conference bids for the 2024/25 financial year, the Western Cape Convention Bureau is already working on securing future events extending into 2032. This proactive approach to securing long-term opportunities indicates that the region is preparing for sustained growth in the international meetings sector.
The Convention Bureau’s strategy also includes continued collaboration with international organizations, strengthening its global network to attract even more business events. The region’s ability to offer state-of-the-art facilities, an appealing natural environment, and robust infrastructure positions it as a key player in the competitive global meetings market.
Wrenelle Stander, CEO of Wesgro, expressed her enthusiasm about the region’s success, stating that the latest rankings demonstrate that Cape Town and the Western Cape stand shoulder to shoulder with established global conference hubs like Dubai, Barcelona, and Melbourne. Stander also highlighted the growing impact of smaller towns across the province, emphasizing how business events are benefiting local communities and spreading economic advantages throughout the region.
Dr. Ivan Meyer, the Western Cape Minister of Agriculture, Economic Development, and Tourism, also underscored the economic value of international meetings. He noted that these results reflect the province’s global competitiveness and the substantial economic impact of hosting business events. According to Meyer, every international meeting held in the Western Cape contributes to job creation, investment, and innovation, further establishing the region as a hub of knowledge and expertise.
Cape Town’s rise in the ICCA rankings reinforces the city’s growing influence as a top global destination for international meetings and business events. This surge in meetings not only strengthens Cape Town’s global standing but also contributes significantly to the economic development of the Western Cape and South Africa as a whole. With continued investment in infrastructure, the region’s growing appeal to international delegates, and an expanding network of smaller towns serving as event venues, Cape Town and the Western Cape are poised to remain at the forefront of the global business events industry for years to come.
Source: ICCA GlobeWatch 2024 Business Analytics Report, Wesgro
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