Darryl Erasmus on Steering South Africa Toward a New Global Chapter

© All photographs courtesy of South African Tourism

As South Africa positions itself for a new phase of business travel recovery and economic expansion, Headquarters Magazine spoke with Mr. Darryl Erasmus, recently appointed Acting Chief Executive Officer of South African Tourism (SAT). With a proven track record in strategic leadership and partnership development, Mr. Erasmus steps into the role at a transformative moment for the nation’s visitor economy.

Looking ahead, South Africa stands on the brink of a defining moment for its business events and tourism landscape. The upcoming G20 Summit in Johannesburg will not only showcase the nation’s capacity to host world-class gatherings but also serve as a catalyst for sustainable growth, infrastructure development, and global visibility. Building on that momentum, the 20th edition of Meetings Africa in 2026 will celebrate two decades of pan-African collaboration, innovation, and resilience — reaffirming South Africa’s leadership as a continental hub for business events. Together, these landmark occasions embody the spirit of a nation that continues to rise, connect, and inspire the world through the power of meetings that matter.

In this exclusive interview, Erasmus discusses SAT’s renewed focus on stability, collaboration, and innovation — and how the organisation is leveraging the power of business events to drive inclusive growth, elevate South Africa’s global competitiveness, and strengthen its position as Africa’s leading destination for international conferences and meetings.

Headquarters: Congratulations on your recent appointment as Acting Chief Executive Officer of SAT. You’ve been part of the organisation’s leadership for some time, shaping strategic projects and partnerships, and now you’re taking the helm at a particularly pivotal moment for the country’s tourism recovery and growth. How do you envision your leadership influencing the strategic direction of SAT?

Darryl Erasmus (on the right): Thank you. It is an incredible honour to lead an organisation that plays such a vital role in shaping how the world experiences South Africa. My immediate focus is working closely with the Board on ensuring stability internally, supporting our local and international teams, and driving delivery of against our strategic priorities whilst focusing on intensified compliance. The latest tourism numbers indicate we are entering a new phase of growth, and my role is to support the SA Tourism team and to collaborate with the sector to strengthen our global competitiveness while continuing to inspire travellers to come find their joy in South Africa.

South Africa reaffirmed its position as the number one destination for meetings and conferences in Africa and the Middle East, according to the ICCA Global Rankings. This reflects not only the country’s strong infrastructure but also the work done by the South African National Convention Bureau (SANCB) in securing high-impact international bids. What do you believe has driven this performance, and how do you intend to sustain — or even elevate — the country's global standing in the business events space over the next few years? 

South Africa moved from 35th position in 2023 to 37th this year. However, the number of international meetings hosted, 98 has remained consistent, which is a strong indicator of the resilience and steady demand for South Africa as a business events destination. This consistency, in the face of intensified global competition and the continued rebound of the events industry worldwide, reflects the enduring appeal, reliability, and competitiveness of South Africa’s offering. Our focus remains firmly on securing high-impact, legacy-driven events that contribute meaningfully to knowledge exchange, innovation, and inclusive economic growth.

What has driven this performance is our continued success which rests on three key pillars:

1. Strategic Bid Support Programme — This programme has been pivotal in de-risking the bidding process for associations and securing high-impact international meetings that align with national development priorities;
    
2. Exceptional city-level performance — Cape Town remains Africa’s leading city for international meetings and stands among the world’s top 10 destinations for average delegate attendance (717 per meeting) placing it ahead of renowned cities such as Madrid and Vienna in audience size.
    
3. Our Legacy Value Proposition — International associations continue to choose South Africa because of the tangible impact their events deliver from knowledge exchange to socio-economic development and skills transfer.

We are focused on building on our solid foundation by doubling down on what works. This includes increasing investment in our Bid Support Programme to attract more high-yield, knowledge-driven events; strengthening partnerships with key industry stakeholders; and leveraging our strategically owned pan African show Meetings Africa as a dynamic platform to showcase South African and broader African capability to the world.
 

"The G20 Summit is a once-in-a-generation opportunity to showcase the very best of South Africa, and our strategy is to ensure its impact extends far beyond the summit itself."
 

How ambitious is SA in expanding its global MICE footprint?

South Africa’s ambition extends well beyond hosting international events. In advancing the knowledge economy and knowledge exchange, we aim to export South African expertise and thought leadership into the global MICE arena. Through collaboration, skills development, and innovation, we are positioning our professionals and suppliers as competitive global players, ensuring South Africa remains not just a destination of choice, but a contributor to the evolution of the international business events industry. Our ambition is both clear and significant. The impressive delegate numbers achieved in the events hosted in our various provinces demonstrate our capability to host world-class events at a globally competitive scale.
 

The business events sector has become an increasingly powerful contributor to SA’s visitor economy with its value growing from around R72 billion (€3.59 billion) in 2022 to an estimated R122 billion (€6.08 billion) in 2023. Beyond the direct and indirect revenues it generates, this segment also plays a crucial role in job creation and regional development. How do you view the strategic importance of business events within the broader visitor economy, and how is SAT aligning this growth with other key tourism segments, such as leisure and cultural travel?

The strategic importance of business events within our broader visitor economy is truly immense and continues to grow exponentially. The figures you’ve cited, with the sector's value growing from R72 billion in 2022 to an estimated R122 billion in 2023, clearly underscore its profound and escalating contribution. This is not just about direct revenue; it is a powerful engine for our economy, generating substantial direct and indirect expenditure, creating vital jobs across hospitality, event management, tourism, and related sectors (indirect industries also include agriculture/farming and transport), and driving regional development by bringing economic activity to diverse parts of our country.

Our Business Events industry is projected for significant growth over the next five years. South Africa’s MICE industry was valued at $8,5 billion (€7.82 billion) and is expected to reach $15.2 billion (R278.6 billion) by 2028, which speaks volumes about our confidence and the sector's trajectory. We see tangible evidence of this impact through events like Meetings Africa 2025, where an estimated direct expenditure of around $12,9 million (€11.09 million) was generated and facilitated more than 8,000 confirmed meetings. The event saw over 320 international buyers and delegates from more than 60 countries. It also produced significant overall economic benefits, with the previous year's event contributing about R420 million (€20,9 million) and creating supporting more than about 770 jobs. This kind of growth is fundamental to our economic stability and progress.

How does SA Tourism measure the economic and cultural impact of business events in promoting the country's services, products and knowledge assets?

At SA Tourism, our strategy is to view business events not in isolation, but as a critical, high-yield mechanism that seamlessly integrates with and strengthens our leisure, cultural, and even emerging film tourism segments. We align this growth in several key ways...

• Economic Diversification and Job Creation: Business events bring diverse expertise and investment, fostering job creation that extends far beyond the immediate conference footprint. This helps to de-risk our tourism economy and provides more resilient employment opportunities for our people.
   
• Knowledge Hub Development: Events like the upcoming 2027 World Organization of Family Doctors Conference, the 2025 International Society for Professional Innovation Management Connects Cape Town, and the 2026 Commonwealth Agriculture Conference are not just about delegate numbers; they position South Africa, and particularly regions like Cape Town and the Western Cape, as global knowledge hubs in critical sectors such as the green economy, life sciences, health, and logistics. This intellectual capital is invaluable.
   
• Integrated Destination Appeal: Delegates attending conferences often extend their stays for leisure, or return later with family, having experienced our unique culture, natural beauty, and adventure offerings. We actively promote these "blended travel" opportunities. Similarly, major global events, such as the G20 Summit, elevate South Africa's global profile, drawing attention that benefits all forms of tourism and investment.
   
• Film Tourism Synergy: We also recognise the powerful, often understated, contribution of film tourism to our visitor economy. By attracting international film productions with initiatives like the STAGES visa, we not only create jobs in the creative industries but also gain invaluable global exposure. Filmed locations become aspirational destinations, telling positive stories about our country and inspiring viewers worldwide to explore South Africa’s diverse landscapes and rich cultural heritage for themselves. This creates new niche tourism products and pathways that align perfectly with our broader marketing efforts.

In essence, business events are a sophisticated mechanism for sustained economic impact, knowledge transfer, and enhanced global visibility. They generate high-value visitors, foster long-term relationships, and create a robust foundation that uplifts and interlinks with every other facet of our vibrant visitor economy, including the exciting growth of film tourism. We are committed to maximising these symbiotic relationships for the enduring benefit of South Africa.

Recent recommendations from the South African Tourism Committee call for bold action to revitalise historic sites and revolutionise infrastructure, with the aim of achieving unprecedented tourism growth. How can the enhancement of historic sites and cultural heritage serve as a lever for better MICE experiences, attracting higher-value conferences and new assets within your meetings itinerary?

DE: South Africa’s historic, cultural  and natural assets are at the heart of what makes our destination unique, and integrating them more intentionally into the space of business events is a key priority for us. This aligns closely with our strategic focus on creating richer, more authentic experiences for business events delegates while driving inclusive economic growth. For the MICE sector in particular, revitalising historic sites and investing in infrastructure go hand in hand with elevating our global competitiveness and uniqueness.
 

Sustainability has become a defining factor in the global business events landscape — not only in terms of environmental responsibility, but also in creating lasting social and economic legacies for host destinations. How is SAT embedding sustainability into its business events strategy? How do you ensure that each event leaves a tangible, positive legacy — both for local communities and for the country’s climate action goals?

Sustainability is one of the themes driving the G20 Summit, one of the biggest events South Africa will host this year. Sustainability is about People, Planet, and Profit, this suggests that sustainability should not be measured by profit only but by its socio-economic impact, and this is at the heart of the work that we do as South African Tourism.

On the socio-economic front (people and profit), our strategy is explicitly aligned with national development goals, including the Tourism Sector Masterplan (TSMP) and the Tourism B-BBEE Charter. For every major event we bid for, we prioritise legacy outcomes. This means we actively build inclusive supply chains, ensuring that small, medium, and micro-enterprises (SMMEs), particularly those owned by women and youth, are integrated into the event’s economic fabric.

We encourage conference organisers to partner with community-based tourism projects for delegate excursions and to source from local artisans. This ensures that the economic benefits of a global conference are felt far beyond the conference centre, creating jobs and fostering entrepreneurship in local communities.

On environmental responsibility (planet), we are championing responsible tourism practices by aligning South Africa’s offerings with the values of modern travellers and delegates who demand eco-conscious experiences.

Finally, ensuring a tangible legacy is about measurement and intent. Our bid support programme requires potential events to outline their legacy projects, and we collaborate with the various organisers to bring these legacies to fruition. This could be a skills-transfer programme for local hospitality students, a research collaboration with a South African university, or a contribution to a local conservation initiative. By embedding these requirements from the very beginning, we ensure that every business event becomes a catalyst for positive, long-term change, leaving a legacy that enriches our Planet, our People and advances Profit.
 

"South Africa’s ambition extends well beyond hosting international events. In advancing the knowledge economy and knowledge exchange, we aim to export South African expertise and thought leadership into the global MICE arena."

The SANCB has a targeted bid-support programme that helps secure high-value business events, aligning each bid with government development objectives and setting minimum requirements such as multi-day duration. Dedicated budgets and strategic guidance are allocated to strengthen these bids. Could you explain how SA leverages its local actors and economic stakeholders — from private sector partners to regional representatives — to attract and win these major international conferences? How do these collaborative efforts translate into measurable economic and reputational benefits for the country?

The South African National Convention Bureau (SANCB) operates on a deeply entrenched collaborative model, recognising that successful bids for international conferences depend on the collective strength of our national, regional, and sectoral partners.

Our approach brings together a wide network of stakeholders; from Provincial Convention Bureaus and Tourism Boards to academic institutions, private sector partners and industry associations like Southern African Association for the Conference Industry (SAACI), whose members are the on-the-ground experts. Each bid is developed in close alignment with regional economic priorities, ensuring that events not only showcase South Africa’s diverse host cities but also support targeted sectors of growth. We work particularly closely with academia and professional bodies in key industries such as life and medical sciences, business process outsourcing, and manufacturing. These partnerships add vital credibility, expertise, and a strong local delegate base all critical factors for winning international association bids.

This coordinated approach has delivered strong results. In the 2024/25 financial year, we have submitted 104 bids to host international business events between 2024 and 2032. If secured, these events are projected to contribute approximately R1.63 billion (€81,3 million) in economic impact and attract around 61,500 delegates to South Africa. Through our Bid Support Programme, the SANCB has invested R19 million (€947.000) to strengthen these bids, a strategic investment expected to yield substantial returns for the national economy.

Importantly, our bids are geographically distributed to ensure that the benefits of business events are shared across provinces, stimulating regional economies and supporting job creation. Together, this collaborative, impact-driven model not only enhances South Africa’s competitiveness on the global stage but also reinforces our reputation as a trusted, world-class destination for business events.

In today’s complex geopolitical environment, the facilitation of international travel has become increasingly critical for hosting successful business events. Many countries around the world face challenges around visa processing, security protocols, and administrative requirements that can affect the confidence of event organisers and delegates. How is SA Tourism leveraging innovation and digital solutions to streamline these processes, mitigate risk, and ensure a smooth entry experience for international travelers? 

You have identified one of the most critical enablers for tourism growth. A world-class destination is of little value if people cannot get there easily and safely. That is why enhancing the visitor experience – starting from the moment of booking – is a top priority, and we are aggressively leveraging innovation and digital solutions to address this. Our strategy is multi-pronged.

Firstly, we are a strong advocate for visa reform through initiatives such as the Trusted Tour Operator Scheme (TTOS) and the Electronic Travel Authorisation (ETA) system. Earlier this year, the Minister of Home Affairs, Dr. Leon Schreiber, launched the second phase of the TTOS. This VISA simplication programme was designed to overcome long-standing challenges faced by tour operators in bringing large groups from key source markets such as India and China. Previously, tourists had to travel long distances to apply for visas, endure lengthy processing times, and often make return trips for collection. The TTOS replaces these manual and paper-based systems with an efficient online process that allows approved tour operators to submit visa applications digitally and receive outcomes on average within 24 hours. Participating operators also commit to ensuring accountability for the tourists they bring into the country.

In September, Minister Schreiber also introduced the Department’s new ETA system, a core element of the broader “Home Affairs @ Home” digital transformation initiative. The ETA leverages advanced machine learning technology to automate and streamline visa processes, replacing outdated paper systems with a secure, efficient, and traveller-friendly digital platform. We continue to work closely with the Department of Home Affairs to expand the e-visa system to more key source markets and make the application process as seamless and user-friendly as possible. As highlighted in our Strategic Plan, outdated ICT systems have historically been a barrier, but our investment in digital transformation, including robust e-visa systems directly addresses this and enhances our market reach.

Secondly, we are investing in digital infrastructure to improve the entire visitor journey. Recognising the power of innovation and technology, and as part of our G20 Presidency, South Africa hosted the first-ever G20 Tourism Hackathon Challenge at the Tourism Ministers’ Meeting in Mpumalanga in September. This groundbreaking platform empowers young innovators to use Artificial Intelligence to design smarter and more sustainable tourism solutions. These initiatives are fundamental to strengthening South Africa’s global competitiveness. In an increasingly complex travel environment, destinations that are accessible, safe, and technologically advanced will stand out and we are determined to ensure South Africa remains one of them.
 

As SA prepares to host the G20 Summit in Johannesburg this November, what initiatives is SA Tourism implementing to leverage this high-profile event? How do you plan to integrate the G20's theme of social inclusion, global governance reform, and sustainable development into the MICE sector, and what kind of impact do you envision this summit will leave for SA's tourism industry?

The G20 Summit, under the theme "Solidarity, Equality and Sustainability," is a once-in-a-generation opportunity to showcase the very best of South Africa, and our strategy is to ensure its impact extends far beyond the summit itself. Hosting the upcoming G20 Summit is an extraordinary milestone for South Africa and the rest of the African continent, not only as a diplomatic achievement but as a powerful driver of long-term economic and tourism growth. The event places South Africa firmly on the global stage, showcasing our leadership, infrastructure, and capacity to host world-class gatherings.

In the long term, the G20 presents several key opportunities:

• Enhanced Global Visibility and Destination Branding — the summit provides unparalleled global media exposure, strengthening South Africa’s image as a capable, modern, and safe destination for business and leisure. This visibility will elevate our global brand and inspire confidence among travellers and investors alike;
• Growth in Business and MICE Tourism — successfully hosting the G20 reinforces South Africa’s credibility as a leading Meetings, Incentives, Conferences and Events (MICE) destination. This legacy will help attract more high-profile international conferences, exhibitions, and corporate travel in the years ahead;
• Infrastructure and Service Legacy — the investments made in infrastructure, technology, transport, and hospitality in preparation for the G20 will deliver lasting benefits, improving the overall visitor experience and supporting tourism growth beyond the summit itself;
• Trade, Investment, and Partnerships — the summit creates a platform to deepen international partnerships, stimulate foreign direct investment, and open new trade and travel links, particularly across emerging markets and the Global South.

The G20 will also advance South Africa’s sustainability agenda by showcasing local innovation in renewable energy, green infrastructure, and community-based development. This positions the country as a thought leader in sustainable tourism and inclusive growth. Ultimately, the G20 is far more than a single event, it is a catalyst for long-term destination competitiveness, economic opportunity, and international collaboration. It gives South Africa a global platform to tell its story, attract future travellers, and drive lasting confidence in our tourism and investment potential.

Looking ahead to Meetings Africa 2026 in Johannesburg, what surprises or new initiatives can delegates expect from this edition? How do you plan to elevate the event’s international appeal, and what strategic approach will SAT take to position it as a must-attend tradeshow for the global business events community?

The 2026 edition will celebrate 20 years of Meetings Africa, a major milestone for the continent’s leading business events trade show. As part of the planning process, a great deal of emphasis has been placed in ensuring that we collaborate with various stakeholders in putting together a highly valuable, network-driven, insights-focused trade show that is proudly pan-African.

Working with these various partners, we are confident that Meetings Africa will attract high quality buyers from across the globe as well as relevant exhibitors from the African continent providing a mutually beneficial conference for both buyers and exhibitors. As South Africa participates in various trade shows around the world, we will promote – together with our partners – Meetings Africa, by elevating the show’s profile.

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