Pinky Radebe, Head of PR and Communications at the KZN Tourism and Film Authority, pictured at the KZNTAFA stand during Meetings Africa at the Sandton Convention Centre.
Image: Supplied
KwaZulu-Natal (KZN) has emerged as a leader in South Africa’s growing business events sector during the 20th edition of Meetings Africa, the continent's flagship annual business events trade show.
The event was held last week in Sandton, where the province highlighted its commitment to leveraging business tourism as a driver of economic growth.
Tourism Minister Patricia de Lille revealed that the economic impact of Meetings Africa nearly doubled over three years, rising from R371 million in 2023 to R690 million in 2025, while supporting over 2,600 jobs.
This year’s edition attracted 375 hosted buyers from 53 countries, 325 exhibitors, and facilitated more than 6,440 business meetings, with participants representing 21 African nations.
In terms of broader tourism metrics, South Africa recorded 10.5 million inbound arrivals during 2025.
Pinky Radebe, Head of PR and Communications for KZN Tourism and Film, said the province aimed to use this international platform to drive structured trade engagement.
“KZN tour operators, SMMEs, and tourism authorities are here to showcase the full depth of our offering—from the Drakensberg to the Midlands and along the South Coast. This collaborative effort presents a united provincial front,” Radebe said.
She noted that the Durban-KZN Convention Bureau’s stand at the event reflected careful planning and strategic stakeholder engagement. “By presenting a collective front, KZN transitions from simply selling venues to marketing a comprehensive destination ecosystem, which resonates with global buyers,” she explained.
Interest in incentive travel and unique locations surged during the event. Radebe observed that many buyers were actively seeking fresh sites for conferences and meetings.
“Some had previously hesitated to sell South Africa due to a lack of knowledge, while others preferred familiar destinations. Now, they are eager to explore,” she said.
The upcoming opening of Club Med and international recognition for the Durban ICC further strengthen KZN’s credibility as a premier MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, providing key conversation points for potential clients.
Radebe added that while Europe remains a dominant source market for major global business events, there was growing interest from India and Asia, particularly for incentive groups.
“This trend creates an opportunity to refine our value propositions and marketing strategies to cater to emerging markets,” she said.
She further highlighted that qualified leads often initiate bidding processes and site inspections, reinforcing KZN’s capacity to host international events.
“For KwaZulu-Natal, Meetings Africa is not just an isolated event but a strategic precursor to Africa’s Travel Indaba, which returns to Durban in May,” Radebe said.
DAILY NEWS