The event industry has undergone significant transformation, propelled by technological innovations, evolving audience expectations, and a rapidly changing global landscape. In 2024, the resurgence of in-person gatherings underscored the industry's role in the experience-driven economy, emphasising creativity and interaction to meet attendee demands. Technology—especially generative AI—has begun shaping event design and operations, improving efficiency, personalisation, and the way destinations market themselves
Cape Town and the Western Cape continue to play a leading role as Africa’s hub for business events. The region hosted 51 international association meetings in 2023, according to the International Congress and Convention Association’s (ICCA) 2024 destination report, which ranked Cape Town 50th globally. This recognition highlights the region's standing as a premier destination for international meetings.
The business events sector remains vital to the Western Cape’s economy. The Cape Town & Western Cape Convention Bureau, powered by Wesgro, has secured bids expected to inject over R1 billion into the economy over the next five years. These events span various sectors, including medical, agribusiness, and entrepreneurship.
Key trends for 2025:
Sustainability and Local Integration:
Sustainability is already dominating the agenda and will continue to do so in 2025. Events in Cape Town and the Western Cape increasingly focus on green initiatives and circular economy principles, reinforcing their commitment to environmentally responsible practices. Moreover, the emphasis on showcasing local culture and expertise, such as through "Made in the Cape" branding, highlights the integration of local assets into global events. Driven by regulatory demands and consumer expectations, events will incorporate eco-conscious practices such as locally sourced materials, reducing waste, and adopting circular economic models.
Growth Sectors:
In terms of attracting business events, in 2025, Wesgro's Convention Bureau will focus on attracting business events that aligns to the province’s investment promotion strategy. These include Green Economy, Life Sciences & Health, Logistics, Food & Beverages, Manufacturing and Services. Upcoming events such as the World Congress on Family Doctors (2027), the International Society for Professional Innovation Management (2025) and the 2026 Commonwealth Agricultural Conference contributes to positioning Cape Town and the Western Cape as a knowledge hub.
Generative AI and Strategic Integration
As the industry moves beyond the initial hype, 2025 is predicted to be the year that organisations move beyond the hype of generative AI and start integrating it into business strategy. AI tools will reshape event design, from personalised attendee journeys to automated planning processes. From a destination promotion perspective, these tools will be instrumental to position the destination.
Customer Experience as a differentiator
The power of the experience economy can no longer be ignored. Business events that can offer exceptional customer experiences will be distinguished from other events. Hyper-personalised services, seamless operations, and immersive destinations will be a key driver in 2025, which could be linked to regenerative AI as well.
Resilience Amid Global Uncertainty
To say that we face uncertainty around economic conditions and matters of international security as we enter 2025 is something of an understatement. Conflicts, alongside economic uncertainty and fluctuating market conditions, are all creating challenges for the businesses events industry. The need for organisations to develop the capacity to survive and adapt to these disruptions—known as resilience—will be a key talking point during the year ahead.
Localised and Immersive Events
Economic and sustainability considerations will favour local and regional events over destination gatherings. Planners will seek innovative, flexible venues that accommodate immersive and experiential designs. This shift supports Corporate Social Responsibility objectives and responds to rising travel costs. As a long-haul destination, Cape Town and the Western Cape provides various quality venues to host business events.
Conclusion
The business events industry in 2025 will thrive by embracing technological innovation, prioritising sustainability, and delivering unparalleled customer experiences. The business events sector specialists and destinations that balance creativity with adaptability and inclusivity will be an attractive choice in an increasing and dynamic environment.