South African Tourism (SA Tourism) has confirmed that Corne Koch will officially step into the role of Chief Convention Bureau Officer on December 1, 2025, taking over leadership of the South African National Convention Bureau (SANCB). Her appointment comes at a strategic moment, as the country prepares to host the G20 Leaders’ Summit and several major international business-events that will shape global attention around South Africa in the coming years.
SANCB’s Role: Driving Economic Development Through Business Events
The SANCB is central to South Africa’s tourism and economic strategy, acting as the key driver in attracting high-level meetings, global conferences, and incentive travel. These events support the country’s economy not only through visitor spending but through long-term investments in hospitality, transport, creative services, and urban development.
In the first six months of 2025 alone, the SANCB secured 35 international bids, adding more than R415 million (USD 22 million) to the national economy and bringing nearly 16,000 delegates to the country. Koch’s appointment signals the bureau’s commitment to sustaining this momentum by elevating South Africa’s status as a premier business-events hub across Africa and beyond.
Corne Koch’s Expertise and Vision for the MICE Sector
Koch brings over two decades of experience in tourism marketing, strategic positioning, and destination management. Before joining SA Tourism, she served as Head of the Cape Town & Western Cape Convention Bureau at Wesgro, where she successfully elevated the Western Cape as one of Africa’s strongest MICE markets.
Her expertise spans stakeholder partnerships, event strategy, international bidding, and sector development — skills that will be crucial as South Africa looks to scale its MICE presence.
Koch emphasized the wider impact of business events, stating that they “drive economic and knowledge growth far beyond tourism,” highlighting the role of academia, government, and industry in building a thriving and competitive sector.
Leadership Support from SA Tourism
Darryl Erasmus, Acting CEO and COO of SA Tourism, welcomed Koch’s appointment, calling her a dynamic leader at a transformational moment for South African tourism. He noted her proven history in accelerating MICE growth in the Western Cape, which is expected to translate into national impact.
He highlighted upcoming flagship events — including Meetings Africa 2025 and Africa’s Travel Indaba 2026 — as essential platforms for global engagement and industry growth.
The Growing Importance of MICE Tourism in South Africa
MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism is increasingly shaping South Africa’s economic trajectory. Business visitors typically spend significantly more than leisure travelers, boosting sectors such as accommodation, dining, local transport, and cultural attractions.
Beyond this financial impact, major conferences position South Africa as a global center for innovation, thought leadership, and industry collaboration. Events such as Meetings Africa and Africa’s Travel Indaba also allow local industries to showcase African excellence to international buyers, investors, and decision-makers.
South Africa’s Expanding Global Events Calendar
Looking ahead, South Africa is preparing to play a prominent role on the global stage. The country will participate in major international trade shows such as IBTM World 2025 in Barcelona, providing an opportunity to attract more global buyers and secure future conference bids.
The most significant event on the horizon is the G20 Leaders’ Summit, which will require world-class operational coordination across sectors. The success of this event will further cement South Africa’s reputation as a capable host for high-profile global gatherings.
Strategic Partnerships and Infrastructure Growth
In her new position, Koch will collaborate closely with governmental organizations, academic institutions, and industry partners to strengthen South Africa’s position in the competitive global MICE landscape.
Infrastructure improvements — from upgraded conference venues to improved transport links — continue to support this growth. Combined with South Africa’s rich cultural diversity, breathtaking natural environments, and advanced hospitality sector, the country remains uniquely positioned to attract global business-event travelers.
A Promising Future for South Africa’s Business Events Industry
Koch’s appointment marks a new era for the South African National Convention Bureau. With major events looming and strong support from SA Tourism leadership, the country is primed to enhance its status as Africa’s leading destination for business events.
Under her leadership, the SANCB is expected to ignite renewed growth, strengthen South Africa’s MICE competitiveness, and elevate the country’s global profile as an innovative, welcoming, and world-class host.
