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Wesgro releases Outlook on Business Events 2025 drives global economic growth

The event industry has undergone significant transformation, propelled by technological innovations, evolving audience expectations and a rapidly changing global landscape.

Khumalo Lubanzi
6 Min Read

South Africa: Wesgro has released an Outlook on Business Events 2025 to be considered this year. Business events play a key role in driving economic growth by positioning Cape Town and the Western Cape as a global knowledge hub.

Reportedly, the event industry has undergone significant transformation, propelled by technological innovations, evolving audience expectations and a rapidly changing global landscape. Last year, in 2024, the resurgence of in-person gatherings underscored the role of the industry in the experience-driven economy that emphasised the creativity and interaction to meet the demands of the attendee.

The Generative AI Technology, began with influencing the event design and operations by enhancing efficiencies and personalised event experience also by how destination promote their destinations.

Cape Town and the Western Cape will continue to play a leading role as hub for business events of Africa. According to the International Congress and Convention Association’s (ICCA) 2024 Destination report, the region hosted 51 international association meetings in 2023 that ranked Cape Town 50th globally. It is a kind of recognition that highlighted the region’s standing as a premier destination for international meetings.

Furthermore, the business events sector remained vital considering the economy of the Western Cape. Cape Town and Western Cape Convention Bureau, powered by Wesgro, has secured bids expected to inject more than R1 billion into the economy over the next five years.

These events span various sectors, including medical, agribusiness and entrepreneurship. While the business events landscape continues to evolve here, with 6 key trends identified by Cape Town & Western Cape Convention Bureau, powered by Wesgro, that are set to shape the sector in 2025.

Key trends that were included in the Wesgro’s Outlook on Business Events 2025 are:

SUSTAINABILITY:

It includes green initiatives, circular economy principles and the integration of local culture, that are set to dominate event planning. Sustainability is already dominating the agenda and will continue to do so in 2025. Events in Cape Town and the Western Cape that increasingly focus on green initiatives and circular economy principles, will reinforce their commitment to environmentally responsible practices.

Moreover, the emphasis will be more on showcasing the local culture and expertise, such as through ‘Made in the Cape’ branding, that highlights the integration of local assets into global events. This will be driven by regulatory demands and consumer expectations, events that will incorporate eco-conscious practices such as locally sourced materials, reducing waste and adopting circular economic models.

GROWTH SECTORS:

In 2025, the Wesgro Convention Bureau will prioritise on attracting business events that will align to the investment promotion strategy of the province; into key sectors, including the Green Economy, Life Sciences & Health, Logistics, Food & Beverages, Manufacturing and Services. The 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 will contribute to position Cape Town and the Western Cape as a knowledge hub.

AI INTEGRATION:

Generative AI will transform event design and destination marketing with personalised experiences and enhanced efficiency. As the industry moved beyond the initial hype. 2025 is predicted to be the year that organisations move beyond the hype of generative AI and started integrating it into business strategy.

AI tools will reshape event design, from personalised attendee journeys to automated planning processes. However, from a destination promotion perspective, these tools will be instrumental to position the destination.

CUSTOMER EXPERIENCE:

Hyper-personalised and immersive events will thrive in the experience-driven economy. 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.

LOCAL & IMMERSIVE EVENTS:

Economic and sustainability considerations will shift focus to regional and flexible venues. The considerations will favour local and regional events over destination gatherings. Planners will seek innovative, flexible venues that accommodate immersive and experiential designs.

This major 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.

RESILIENCE:

The industry will prioritise adaptability to navigate global economic and security uncertainties. All of this will revolve around economic conditions and matters of international security as they enter 2025, which is something of an understatement.

Alongside economic uncertainty and fluctuating market conditions, the conflicts are creating challenges for the business events industry. The need for organisations to develop the capacity to survive and adapt to these disruptions is known as resilience that will be a key talking point during the whole year ahead.

CONCLUSION:

The business events industry in 2025 will thrive by embracing technological innovation, that will prioritise sustainability and will deliver unparalleled customer experiences. The business events sector specialists and destinations will create balance in creativity with adaptability and inclusivity that will be an attractive choice in an increasing and dynamic environment.

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