South Africa’s MICE Industry Bounces Back from Pandemic
South Africa’s MICE industry has made a significant recovery from the effects of the COVID-19 pandemic. This resurgence is attributed to the critical need for in-person meetings and interactions, which became apparent during the pandemic.
Industry Performance
The industry is doing exceptionally well, with several key indicators demonstrating its growth. For instance, the average size of conferences has increased by 26% in Q1 of 2024 compared to Q1 of 2023. Additionally, revenues have grown by 24% in the Conference Centre when comparing Q1 of 2024 with Q1 of 2023. Delegates attending conferences are also staying longer, with an average length of stay 15% longer than other market segments.
Secured Conferences and Investments
Eleven international conferences are already secured for the next 12 months, which will bring over 6,000 delegates to Century City and generate approximately R40 million (€2 million) in revenue for the local economy. Furthermore, there has been a 15% increase in booking pace this year compared to last year for the next six months (July-December), with revenue forecasted to be 21% higher than the same period last year.
Sustainability Efforts
The industry is also focusing on sustainability initiatives. Century City has invested R15 million (€758,660) in a new venue, The Verve, and the refurbishment of the Conference Centre. The venue uses sustainable materials, solar panels, and a dual plumbing system to minimize environmental impact. The industry is under pressure to improve its sustainability efforts, with a focus on accountability and transparency.
Future Outlook
The MICE industry is expected to continue its growth, with a focus on sustainability and accountability. As the industry moves forward, it is crucial for stakeholders to share ideas and initiatives that will benefit the industry as a whole in the future.
