South African Tourism, through the South African National Convention Bureau (SANCB), proudly announces its participation at IMEX Frankfurt 2025, the premier global trade show for the business events industry. South Africa arrives in Frankfurt not only as a destination of choice for meetings and conferences but also as Africa’s top performer in the latest International Congress and Convention Association (ICCA) 2024 rankings. IMEX Frankfurt is set to take place from 20 to 22 May in Frankfurt, Germany.
According to the recently released ICCA statistics, South Africa ranks 37th globally, hosting 98 international association meetings in 2024 — the highest on the African continent. This reaffirms the country’s position as a mature, globally competitive business events destination. Cape Town leads all African cities with 58 international meetings, followed by Johannesburg, cementing South Africa’s urban centres as continental hubs for global collaboration.
“South Africa’s continued leadership in Africa’s business events sector speaks to the strength of our quality infrastructure, world class locations, leading academia and the unique rich culture and heritage and the resilience of our tourism economy. Our presence at IMEX Frankfurt 2025 is not just about showcasing what we offer—it is about shaping the future of business events in Africa and driving inclusive growth through partnerships” said Darryl Erasmus Acting Chief Convention Bureau Officer of South African Tourism.
The African business events industry is valued at an estimated USD 17.9 billion (2024) and has had double digit growth compared to previous year (2023), its subsector is expected to continue in the same positive trajectory onto 2025. This growth is attributed to government strategies that view business events as a catalyst for economic diversification and regional integration. South Africa, with iconic venues such as Cape Town International Convention Centre, Durban ICC, and Sandton Convention Centre, remains at the forefront of this continental expansion.
At IMEX Frankfurt 2025, South Africa will be represented by 12 exhibitors. These businesses will engage with top international buyers, pitch for new business opportunities, and showcase the country’s diversity including South Africa’s state-of-the-art convention centres.
“Our strategy remains clear and that is to connect businesses to global markets, enable knowledge exchange, and drive job creation through hosting world-class business events, whilst strengthening South Africa’s visibility in the international events sector,” Erasmus added.
As the global business events landscape evolves, South Africa’s competitive edge lies in its ability to blend world-class infrastructure with authentic South African experiences and warm welcoming people. IMEX Frankfurt 2025 provides the ideal platform to invite the world to come meet in South Africa.
