CIMGLOBAL, a leader in association management and Professional Congress Organiser (PCO) services, has announced a major strategic expansion into Africa with the appointment of respected tourism expert Nomasonto Ndlovu as Regional Director.
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. Ndlovu’s leadership will be central to this
mission.”
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 MICE 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.”
Africa’s MICE landscape is undergoing rapid
transformation, supported by digitalisation, 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:
The company’s African headquarters will be based in Johannesburg, serving as a hub for regional operations and future expansion. -TradeArabia News Service
