South Africa: Cape Town and the Western Cape along with Wesgro has expanded tourism, trade and investment with the Middle East. Unlocking access to key growth market has always remained a priority.
As part of this effort, the Provincial Minister of Agriculture, Economic Development and Tourism – Dr. Ivan Meyer, together with Wesgro, represented the province in Dubai at the Africa Showcase Middle East Roadshow and Gulfood 2026, which is the Middle East’s largest Food & Beverage sourcing show, with over 8,000 exhibitors from 195 countries.
Wesgro is the official Tourism, Trade and Investment Promotion Agency for Cape Town & the Western Cape, marketing the destination at global level.
Africa Showcase Middle East Roadshow
The market presents a high-value growth opportunity, particularly for premium, family and experiential travel.
Wesgro engaged directly with this market through the inaugural Africa Showcase Middle East Roadshow. The meeting welcomed over 150 travel buyers in Qatar and the UAE.
These engagements strengthened market awareness and positioned Cape Town and the Western Cape as a tourism destination of choice across nature and adventure, culture and heritage, family travel and luxury tourism.
Gulfood 2026
Wesgro hosted a trade and investment seminar with the Halaal Trade & Marketing Centre (HTMC), enabling direct discussions with target investors, retailers and distributors. From an investment pipeline, this resulted in potential site visits, joint ventures and pilot projects, with strong interest in free-zone opportunities and incentives.
Also from a trade pipeline, the event allowed for 12 Western Cape export companies to meet and engage with potential buyers from the UAE. In addition, at Gulfoods 2026, Wesgro supported a further 11 Western Cape export companies showcasing products ranging from processed foods and spices to honey.
Building on this momentum from Gulfood 2026, Wesgro will welcome international buyers to Cape Town on April 23, 2026 in partnership with Dubai Chambers, to further drive tourism, trade and investment growth.