Cape Town and the Western Cape strengthened their position as Africa’s leading destination for international association meetings. This is according to the recently released International Congress and Convention Association (ICCA) GlobeWatch 2024 Business Analytics Report.
PHOTO by Cape Town Green Map.
Cape Town and the Western Cape strengthened their position as Africa’s leading destination for international association meetings
The report revealed that the number of international association meetings hosted in Cape Town increased from 42 in 2023 to 58 in 2024. This growth means that the city climbed 15 places in the global rankings to 35th. Cape Town is now placed among the top 10 cities globally for average attendance per event, with an impressive 717 delegates per meeting.
Cape Town climbs 15 places to 35th in the world for international association meetings
Stellenbosch’s ongoing success in the rankings demonstrates that business events are gaining a province-wide impact. The municipality hosted 7 meetings in the last year, and 100 meetings between 2013 to 2024. The report also shows that towns like George, Grabouw, Knysna, and Paarl are emerging as new attractive options for smaller-scale association meetings. Each of these towns hosted at least one international meeting over the past year, reflecting a broader provincial footprint in the global business events space.
Stellenbosch’s business events are also making an impact
Nationally, South Africa remains the top-performing country on the continent. Here, international meetings increased from 84 in 2021 to 98 in both 2023 and 2024. This generated over R2 billion for the national economy.
Wesgro CEO Wrenelle Stander celebrated the news: “This ranking shows that Cape Town and the Western Cape stands shoulder to shoulder with global conference hubs such as Dubai, Barcelona, and Melbourne. We are particularly pleased that smaller towns across the province are experiencing the benefits of business events.”
Nationally, South Africa remains the top-performing country on the continent
Western Cape MEC of Agriculture, Economic Development & Tourism, Dr Ivan Meyer, welcomed the findings: “These outstanding results reflect the Western Cape’s global competitiveness and the tangible economic impact of business events. Every international meeting we host fuels job creation, investment, and innovation, while positioning our region as a hub of knowledge and expertise.”
Stander added, “In the 2024/25 financial year, the Cape Town and the Western Cape Convention Bureau, powered by Wesgro, secured 36 new conference bids, with a projected economic impact of R745 million and over 27,000 delegates expected through to 2028. Bid submissions for events as far ahead as 2032 are already underway, ensuring a healthy pipeline of future opportunities.”
Alderman James Vos, Mayoral Committee Member for Economic Growth in the City of Cape Town, added: “Cape Town’s impressive rise in the global rankings reflects not only our world-class infrastructure and skilled workforce but also the power of strong public-private partnerships. Business tourism remains a key pillar of our economic growth strategy, and we’re just getting started.”
He said, “That’s why we proudly fund the Convention Bureau, because we’ve seen first-hand how strategic bidding and support unlock wide-reaching benefits for communities across Cape Town.”
Vos says that what makes this growth even more exciting is the incredible ripple effect it has across our local economy. He says each international meeting boosts bookings at our hotels, fills tables at our restaurants and drives foot traffic to our shops. He says it also supports our entertainment sector. Vos added that these events create work opportunities and bring global attention to local businesses.
Upcoming Western Cape Investment Summit
Looking ahead, several high-profile conferences secured by the Convention Bureau are set to take place in Cape Town and the Western Cape, including the International Communication Association Congress in 2026. You can also look out for the 11th World Congress on ADHD in 2027 and the World Congress of Entomology in 2028. These events highlight the region’s appeal as a world-class destination for knowledge-based events.
The upcoming Western Cape Investment Summit, to be hosted at the CTICC from 5 to 7 November, also demonstrates the power of business events to drive economic impact in the region.
READ MORE: About this upcoming summit
“Hosting international conferences is about much more than just the numbers. it’s about the people, the ideas shared, and the connections made. Business events bring real value to our economy and open doors for collaboration across borders, industries, and institutions. That’s what makes this growth so exciting,” concluded Stander.
Published annually by ICCA, the GlobeWatch 2024 Business Analytics Report is a globally respected benchmark for international association meeting activity. The 2024 edition draws insights from over 11,000 meetings held worldwide. It tracks the sector’s post-pandemic recovery and shifting trends in meeting locations, formats, and focus areas.
