Tourism Minister Patricia de Lille has announced that “all arrangements for Meetings Africa are on track” although she is unable to confirm the name of the events management company (EMC) appointed to assist with execution of the trade show.
With under a month to go until the flagship business events trade show, industry associations have been placing mounting pressure on SA Tourism to, among other points of clarity, reveal the name of the appointed EMC amid growing concern about planning for the event.
SA Tourism has not responded to enquiries about the EMC appointment and De Lille could not elaborate on this when responding to Tourism Update’s questions at a press briefing in Pretoria on Tuesday, January 27.
“I don’t deal with supply chain management issues, and I will not be able to tell you who and which company was supported. That sits with the traditional duties of the SA Tourism Board,” said De Lille.
“But, when these allegations came out about us not being ready for Meetings Africa, I did take enquiries to the Board Chair. So I’ve asked for a report about the rollout and preparations,” she pointed out.
De Lille said a total of 659 hosted buyer applications were received by January 23 of which 207 have been vetted and confirmed. She did not confirm the number of exhibitor registrations approved for the event. According to SA Tourism, last year’s Meetings Africa featured more than 320 buyers and 410 exhibitors. De Lille said the 2025 event generated R690 million (US$43.1 million) in revenue for the country.
Several prominent members of South Africa’s business events industry have told Tourism Update that unclear communication and unanswered questions about the preparedness of the event led to multiple buyer withdrawals and concerns among exhibitors across Africa.
“We have already been told by countries such as Uganda, Rwanda and others, which are all increasing their focus on growing the MICE industry, that they are considering pulling their budgets for the 2027 show because of concerns about return on investment this year,” said an industry member who wished to remain anonymous.
De Lille said South Africa’s successes in hosting G20 events last year, coupled with the country’s selection as host of the World Economic Forum Special Davos Meeting in 2027 and the appointment of new South African National Convention Bureau Head Corné Koch, bode well for future business events prospects.
According to De Lille, South Africa secured 51 of its 91 event bids in the current financial year.
“The value those events will add to our economy will be at least R894 million (US$56 million). Later in the year, we will publish details of all the successful bids we have won. Because then you can see it’s spread all over the country, not just in the major centres,” she said.
Filling key positions
De Lille also responded to queries about filling senior roles at SA Tourism, which is currently without a CEO, COO or Chief Marketing Officer (CMO). SA Tourism recently confirmed the resignation of COO Darryl Erasmus, effective February 13, and suspended CMO Thembisile Seholo.
She said advertisements for the COO and CMO positions will be posted by February 1 with appointments due to be finalised by the end of February or early March.
Disciplinary processes for suspended CEO Nombulelo Guliwe are also expected to be concluded by that time, De Lille said.
She added that the recent appointments of a CFO, Chief Audit Executive and Koch will “certainly strengthen governance” within SA Tourism.
“People must understand that no organisation runs on the basis of one person. If you drop dead tomorrow, the organisation must continue. So I think it’s wrong to read into statements that the organisation has come to a standstill.”
Over 200 nominations have reportedly been received for members to serve on the new permanent Board of SA Tourism.
“Now, with the Department of Tourism, we are going to process all of those applications and then take names for recommendation to Cabinet.”
