South Africa’s business events industry is strengthening its position as a preferred host for major African and international gatherings as several advantages continue to set the country apart, says global events organiser RX Africa MD Carol Weaving.

Travelling to South Africa is "extremely convenient" because its major cities connect easily with global air routes.

“The hospitality sector is also well developed, offering a range of dining and accommodation options. As such, local pricing for event services remains competitive, allowing organisers to deliver a superior experience for a lower budget,” she adds.

These conditions have long supported the growth of conferences, trade shows and exhibitions across key sectors, including energy, mining, infrastructure and manufacturing.

Meanwhile, Weaving says organisers are having to respond to a global landscape marked by political tension and economic uncertainty.

A clear example is the impact of South Africa's hosting the G20 Summit in 2025. The decision to host the summit at Johannesburg Expo Centre forced a major schedule change for Comic Con Africa, as it had to be moved to a month earlier, says Mogul Media creative director and Comic Con Africa show director Carla Massmann.

A show of that scale typically requires more than a year of planning. Massmann adds that marketing, ticketing, operations and celebrity arrangements were already "locked in" for September, and the shift created widespread disruption for visitors who had booked travel, leaving organisers with significant damage control.

During the event, a transport trial run for the G20 Summit, complete with blue-light convoys, added another layer of complexity. Massmann says this had to be factored into access planning for Comic Con attendees and highlighted how major geopolitical events can influence even unrelated shows.

“These disruptions mirror a broader challenge facing event organisers that are operating in an environment shaped by global uncertainty,” she explains.

Financial Pressures

Massmann notes that many industries are under financial pressure, owing to supply chain concerns and slow economic recovery, both of which are reshaping how companies engage with expos.

Sponsors have reduced allocations and now want clear, measurable return on investment (RoI) before committing.

“Instead of one-off deals, companies increasingly prefer multi-event partnerships that help manage costs and deepen brand alignment across the year. Comic Con Africa and Comic Con Cape Town are among the events benefiting from this shift,” she adds.

Securing the right partners has now become essential, and Massmann stresses the importance of early, open discussion.

“Talks often begin when companies approach Comic Con directly. Organisers focus on understanding a potential sponsor’s objectives and whether these align with the audience."

This is followed by a detailed pitching phase that outlines branding options, floor space and tailored engagement strategies. Long-term partnerships are preferred, as they enable organisers to build stronger links between brands and fans.

 "That is when we can ensure the best RoI,” she adds.

For exhibitors, RoI often starts with product sales and sign-ups, but visibility is equally important. Shows, such as Comic Con Africa, generate high levels of social and traditional media exposure. Massmann says this helps brands embed themselves in the minds of visitors and create credible word-of-mouth marketing.

These events also support broader economic activity. Weaving says RX Africa’s post-event research shows strong local and international travel flows, especially for shows such as World Travel Market Africa.

The event attracts thousands of global travel professionals who engage directly with African industry players. This activity benefits hotels, restaurants and transport providers across host cities.

Sustainability

A key focus for RX Africa when conceptualising events is sustainability. Weaving says the company follows the UN Sustainable Development Goals and has a clear roadmap towards hosting net-zero-carbon events.

Steps include selecting energy efficient venues, reducing printed material, encouraging sustainable hotel choices and educating exhibitors on waste reduction.

“Even catering is shifting, with more vegetarian and vegan options, and biodegradable packaging. Social and economic sustainability also drive RX Africa’s work through gender equality, labour rights and support for small enterprises,” she adds.

Meanwhile, shifting global priorities in minerals, energy and infrastructure are set to influence programme content and sector participation across RX Africa’s 2026 events.

Massmann is seeing another strong trend – participatory experiences – emerging.

“Visitors no longer want brands to talk at them. Instead, they expect interactive moments that become lasting memories. These include green-screen scenes, character interactions, collaborative artwork and hands-on trials of the latest technology. Immersive engagement is quickly becoming the standard,” she concludes.