The G20 and South Africa’s events tourism economy

South Africa is hosting one of the most important gatherings on the global economic calendar this week – the G20 Finance Track – which sees ministers and central bank governors from major nations meeting at The Capital Zimbali Resort on KwaZulu-Natal’s North Coast.

Beyond the photo ops and policy discussions, events like these carry serious economic weight. In 2023 alone, South Africa hosted 98 international conferences recognised by the International Congress and Convention Association, generating over R2 billion for the economy.

Listen/read: Is SA ready to be centre-stage for G20?

Cape Town, our most established events city, secured 51 of those events, delivering more than R1 billion in economic impact. The Cape Town ICC alone has hosted more than 9 000 events (700 international) over its 20-year history.

This is clear evidence of how business travel can help galvanise the South African economy.

It also boosts leisure tourism. After Meetings Africa 2023, the continent’s biggest annual business events trade show in Sandton, travellers were found to have spent significantly more on extended stays, local attractions and cultural experiences.

The same goes for Africa’s Travel Indaba, SA Tourism’s flagship annual event that takes place in Durban during May.

The Mice (Meetings, Incentives, Conferences, and Exhibitions) industry in South Africa has grown from R72 billion to R122 billion in just one year.

Geographical spread

Events tourism has the power to spread that growth geographically. Hosting the G20 Finance Track at The Capital Zimbali Resort in Ballito is proof that international calibre events don’t need to be confined to Cape Town or Johannesburg.

The beauty of South Africa is that coastal towns, wine routes and even inland regions have the potential to become world-class host destinations. All they need is the chance and the investment.

Few places can match South Africa’s ability to combine professional hosting with unforgettable settings.

Our natural beauty, cultural diversity and warmth create a delegate experience that goes well beyond the agenda. Zimbali exemplifies this blend of business and leisure. It offers high-end conferencing facilities, seamless airport access and the kind of setting that encourages productive conversations and meaningful connections.

Events tourism contributes directly to livelihoods. According to the World Travel and Tourism Council, the travel and tourism sector is expected to support 1.9 million South Africans and contribute 8.9% to GDP in 2025. Every major event helps build a more resilient tourism economy and puts food on millions of plates.

Hosting the G20 Finance Track here demonstrates that South Africa can deliver gravitas without losing the charm.

Ultimately, the event isn’t just about Zimbali. It sends the message that Stellenbosch, the Garden Route and even Polokwane all have potential to be global-event hotspots. Zimbali’s moment in the spotlight gives us a chance to shift how we think about tourism and how the world thinks about us.

We don’t need to over-promise or play catch-up. The growth of the Mice industry and the money it is pumping into our economy is a sure-fire sign of the country’s potential. The infrastructure is in place and the destinations are ready.

If we back ourselves, coordinate across sectors and tell our story with the confidence it deserves, South Africa can become the go-to destination for global events with all the growth that comes with it.

Marc Wachsbeger is CEO of The Capital Hotels, Apartments & Resorts.

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