A Strategic Commitment to Africa’s Growth
This move marks CIMGLOBAL’s first permanent footprint on the continent and comes at a pivotal moment for Africa’s meetings and business events industry. Valued at $17.9 billion in 2024 and projected to reach $65.6 billion by 2032, Africa is one of the fastest-growing MICE markets worldwide, driven by demographic growth, rising knowledge sectors, and new infrastructure investments.
Despite this potential, the continent currently captures just 3% of the global business tourism market, highlighting a significant opportunity for international partnerships, capacity building, and professionalisation.
“We are entering Africa with purpose, partnership, and long-term vision,” said Prasant Saha, CEO of CIMGLOBAL. “Our three decades of experience across Asia, the Middle East, and Europe have shown us that Africa is the next frontier for global associations. With the right support systems, the continent can play a defining role in shaping the future of international meetings. Sonto’s leadership will be central to this mission.”
A Respected Leader to Shape the Next Chapter
Sonto Ndlovu brings more than two decades of senior leadership across tourism, marketing, and the business events ecosystem. Her track record spans from Unilever, Standard Bank and includes steering destination growth at the KwaZulu-Natal Tourism Board, serving as Global Manager: Business Tourism & COO at South African Tourism, and leading the Limpopo Tourism Agency as CEO.
As Global Manager for Business Tourism at South African Tourism, she spearheaded the repositioning of Meetings Africa into the continent’s flagship ICE platform, elevating Africa’s profile globally and strengthening intra-African business opportunities. She is also the founder of Beacon Africa Tourism Consultancy, a firm driving strategic tourism and MICE development across the continent.
“It is an honour to lead CIMGLOBAL’s African expansion,” said Ndlovu. “Africa is ready to take its place on the global stage. By combining CIMGLOBAL’s international expertise with our continent’s creativity, talent, and ambition, we will build platforms that elevate African voices and attract meaningful global collaboration. This is more than a business opportunity; it is a chance to create long-lasting impact.”
Transforming Opportunities into Global Access
Africa’s MICE landscape is undergoing rapid transformation, supported by digitalization, innovation, and the rise of industries such as technology, healthcare, and agriculture. However, operational gaps and technological challenges remain significant barriers for many local organisations.
CIMGLOBAL aims to bridge these gaps by:
- Supporting African associations in international growth
- Enhancing professional standards and capacity
- Attracting global events to African destinations
- Creating sustainable, knowledge-driven meeting platforms
The company’s African headquarters will be based in Johannesburg, serving as a hub for regional operations and future expansion.
