South Africa’s travel and tourism industry could not have asked for better coverage from the Springboks’ home fixtures against the All Blacks in the Rugby Championship. Stunning stadiums, cinematic camera work (including incredible drone footage), impressive backdrops (the weather in Cape Town playing along) and an electric atmosphere. There’s no doubt that South Africa can host an event.

Flush with national pride, South Africans hope there’s more to come. Our new Minister of Sport, Arts and Culture, Gayton McKenzie, says his term will be a failure if he doesn’t manage to bring F1 to the country. And after Dricus du Plessis’ victory down under, there’s every chance the next UFC title fight will be held in South Africa.

What does this mean for our tourism industry? As Carol Weaving, MD of RX Africa, explains, “hosting flagship events not only attracts new visitors to the country, but it also celebrates our capabilities, achievements, culture, people, and attractions on the international stage”.

“There’s no doubt that big events boost the local economy,” says Weaving. “Venues, hotels, guesthouses, catering businesses, transport services all benefit. What is harder to measure, is the positive knock-on effect for ‘brand’ South Africa. When visitors have a positive experience of the country, experience our hospitality firsthand, and enjoy a world-class event, you create new and passionate ambassadors for South Africa. People who want to come back with family and friends.”

This is certainly true of the Rugby Championship which had commentators and pundits from across the world sharing posts, pictures and videos from their time in South Africa. Not tourists in the traditional sense of the word – but definitely flying the flag for Mzansi.

A theme picked up by Mbongeni Dhilwayo, Regional Insight Specialist SA Tourism, at the Global Business Travel Association conference in Johannesburg, who said that business travel – including the business traveller, business shopper, and meetings, incentives, conferences and exhibitions (MICE) traveller – accounted for 15% of travel to South Africa in the first quarter of 2024.  

For Weaving this is important. “Each business meeting, conference or event has the potential to sell South Africa as a top destination,” says Weaving. “Every business traveller is also a tourist, with the opportunity to sample our food and drink, visit local attractions and really immerse themselves in our culture. It becomes even more significant when high-profile guests – like Steve Harvey at FAME Week Africa – share their experiences with their fans and followers.”

The most significant event on South Africa’s 2025 calendar? The G20 Summit.

“It’s hard to overstate the importance of the G20,” says Weaving. “And it’s not just the high-profile nature of the Leaders’ Summit, which takes place in November, but it’s all the strategic meetings, ministerial meetings and special sessions that take place in the lead up to – and alongside – the Leaders’ Summit. We’ll welcome thousands of influential people to our shores – a potential goldmine in terms of job creation, positive sentiment and long-term growth.”

Global market research company, Fortune Business Insights, reports that the global MICE market, valued at USD 904.30 billion in 2023, is projected to grow from USD 970.76 billion in 2024 to USD 1,932.73 billion by 2032 – a compound annual growth rate of 8.99%. The key drivers? An increase in business trips worldwide (post-covid), an increase and improvement in available infrastructure, new technology (which streamlines bookings, reduces errors and ensures everything runs smoothly), and “the rise in the promotion of tourist places by government and individuals through social media platforms”.

RX Africa produces over 400 events in 43 sectors in 22 countries across Africa – including Comic Con Africa and the Mzansi Food & Drink Show in Johannesburg. The ripple effect of these events, says Weaving, benefits everyone involved.

“I’m not sure you can find a more dynamic and exciting industry,” says Weaving. “These high-profile events challenge preconceived notions, showcase Africa as a hub of creativity, innovation, and economic opportunity, demonstrate our event management chops, and create a new generation of ambassadors!”