Published on
November 19, 2025
South Africa is stepping onto the global stage at IBTM World 2025, held at Fira Barcelona Gran Via in Spain, to highlight its dynamic business events industry. As the country showcases its capabilities in hosting international meetings, conferences, incentives, and exhibitions, South African Tourism (SA Tourism) has announced a key leadership appointment. Effective 1 December 2025, Ms Corne Koch will assume the role of Chief Convention Bureau Officer, heading the South African National Convention Bureau (SANCB), the organisation’s vital business unit focused on business events and sector development.
The SANCB is central to South Africa’s strategy to position itself as a premier MICE (meetings, incentives, conferences, and exhibitions/events) destination. With a clear mandate to attract global and regional business events, the Bureau plays a strategic role in driving economic growth, promoting sector transformation, and enhancing the country’s competitiveness in the global events arena. By creating opportunities for large-scale conventions and professional gatherings, SANCB ensures South Africa continues to be a preferred destination for business travellers and international organisers.
The business events sector remains a core priority for SA Tourism. In the first half of 2025, SANCB secured 35 bids, generating over R415 million in economic impact and drawing nearly 16,000 delegates to South Africa. These results demonstrate the Bureau’s effectiveness in not only fostering business growth but also supporting broader tourism development and economic diversification. Through these efforts, South Africa continues to strengthen its reputation as a reliable and attractive host for international events.
Ms Corne Koch brings more than two decades of extensive experience in destination marketing and tourism promotion across South Africa. Previously, she served as Head of the Cape Town and Western Cape Convention Bureau at Wesgro, where she successfully positioned the region as Africa’s leading business-events hub. Her expertise includes strategic event management, programme development, and building high-value partnerships with global stakeholders. Her leadership has been instrumental in expanding the reach and impact of the MICE sector in the Western Cape, highlighting her ability to elevate South Africa’s presence in the international business events market.
In her new national role, Koch will guide SANCB through a period of significant growth as South Africa prepares to host an increasing number of high-profile global gatherings. Notably, the upcoming G20 Leaders’ Summit will offer another platform to showcase the country’s organisational capabilities, operational efficiency, and world-class event infrastructure. This positions South Africa as a competitive and trusted destination for international business gatherings, reinforcing its status as a premier global events hub.
South Africa’s appeal to the business events market extends beyond functional meeting spaces. The country offers a rich diversity of experiences, combining state-of-the-art convention facilities with vibrant urban centres, cultural attractions, and extraordinary natural landscapes. This unique combination allows visitors to seamlessly blend business engagements with leisure opportunities, enhancing the overall appeal and memorability of events hosted in the country.
During IBTM World 2025, South Africa is presenting a compelling narrative of readiness, innovation, and global competitiveness in the business events sector. The exhibition highlights not only the country’s capability to host major conventions but also the broader strategic vision of SA Tourism and SANCB to elevate the MICE industry. With the appointment of Ms Corne Koch, South Africa is poised to strengthen its leadership in global business events, attracting new investment, stimulating economic growth, and solidifying its reputation as a destination that combines professional excellence with unforgettable experiences.
As the country continues to showcase its business events expertise on the world stage, South Africa is sending a clear message to international buyers and event organisers: it is ready, capable, and committed to delivering world-class gatherings that drive both economic and cultural impact. The upcoming G20 Leaders’ Summit and ongoing international engagements underline South Africa’s position as a strategic and reliable partner in the global business events landscape.
