South Africa’s Minister of Tourism, Patricia de Lille, addressed an international audience at the IBTM World tradeshow in Barcelona, positioning the country as a global leader in the Meetings, Incentives, Conferences and Exhibitions (MICE) industry.
Highlighting the nation’s preparations to host the 2025 G20 Summit, Minister De Lille emphasized South Africa’s readiness to leverage tourism and business events for economic growth and global collaboration.
De Lille underscored the historic significance of South Africa assuming the G20 Presidency in December 2024 and hosting the summit in 2025.
“This gathering will see us welcoming over 40 global heads of state to our shores,” she said. “As the only African country in the G20, South Africa brings a unique perspective to discussions, particularly those affecting developing nations and the African continent.”
She added that hosting the summit is an opportunity to “spotlight issues such as economic inequality, development, climate change and fair-trade practices.”
De Lille described the event as a chance to demonstrate South Africa’s expertise in hosting major global gatherings, stating, “The G20 summit cements our country as a capable host for large-scale events.”
The Tourism Minister highlighted the booming MICE sector as a critical driver of South Africa’s economy.
“Tourism was once seen as a ‘secondary’ sector, its full potential often underestimated. But now it is a dynamic economic force, significantly contributing to GDPs worldwide, creating jobs, and fostering human development,” she explained.
In 2023, South Africa’s MICE industry was valued at $6.6 billion (R121.8 billion) and is projected to grow fourfold by 2032. De Lille stated, “With our dedicated efforts, we can even exceed these projections, which is why being at this crucial platform at IBTM World is so important to us.”
South Africa’s reputation as a leading MICE destination was solidified by its top ranking in the International Congress and Conventions Association (ICCA) Global Rankings for 2023, leading Africa and the Middle East with 98 association events hosted.
Addressing barriers to tourism growth, De Lille outlined significant strides in improving visa processes and air connectivity.
“To host events such as the G20 summit, we need to be a country that works,” she said. The new Trusted Tour Operator Scheme (TTOS), launching in January 2025, will streamline group visa applications for travelers from India and China, two key tourism markets.
“Through TTOS, vetted and approved tour operators from India will be invited to register with the Department of Home Affairs,” she explained. “This collaboration removes restrictive red tape and enhances the experience for visitors traveling in groups.”
Additionally, South Africa now has direct flights connecting 72 cities worldwide, serviced by 55 airlines. “Due to this extensive network and connectivity, visitors have multiple options to get around and explore our country,” De Lille said.
South Africa’s delegation at IBTM World includes 18 exhibitors, six of which are small to medium enterprises (SMMEs). “We are particularly proud of the participation of these SMMEs,” De Lille said, crediting the South Africa National Convention Bureau for its support.
She emphasized the importance of fostering Pan-African collaboration, encouraging attendees to join Meetings Africa 2025 in Johannesburg. “Together, we are elevating the continent’s MICE industry to new heights,” she said.
De Lille concluded with an open invitation to explore South Africa’s world-class business and leisure tourism offerings.
“We cannot wait to welcome visitors, including world leaders, delegates, and support staff, to our shores,” she said. “Come Meet South Africa – the gateway to the future of global collaboration and unforgettable experiences.”
De Lille reinforced South Africa’s global standing, describing it as “a value-for-money destination and the most beautiful country in the world.”
