开普敦依托“非洲叙事”瞄准亚太企业会奖买家，Wesgro 积极拓展亚洲市场

South Africa’s coastal hub of Cape Town is targeting the Asia-Pacific (APAC) region to drive its next phase of business tourism growth, with Wesgro actively courting corporate incentive groups and business events across several Asian markets such as India, China, Singapore, and Thailand.

“Part of the reason why we are focusing so much on Asia is because there is great potential to double or even triple their visitor numbers,” Lumkile Tisana, business development manager MICE at Wesgro, the official tourism, trade, and investment promotion agency for Cape Town and the Western Cape.

While acknowledging that Cape Town is a medium-to-longhaul journey for APAC delegates compared to closer alternatives, Tisana pointed out that corporate travel appetites are changing. “Some of the markets (in APAC) have experienced destinations closer to them and are looking for new options. They want to understand what is out there, and that’s where the African narrative comes in.”

To convert this curiosity into firm bookings, Wesgro is focusing heavily on market education and buyer engagement. Tisana shared that the agency’s task is uncovering what motivates Asian corporate travellers, enabling Wesgro to brief local hospitality partners so the region is fully prepared to cater for such groups.

Building that destination readiness comes down to a two-pronged trade outreach strategy. Tisana described how Wesgro is actively meeting buyers at international tradeshows, while simultaneously inviting Asian delegates to local exhibitions in South Africa. By pairing these events with pre- and post-show familiarisation tours, Asian buyers can experience the Western Cape’s offerings firsthand, allowing them to pitch the destination far more convincingly to clients back home.

To maintain a competitive edge, Cape Town also offers structured financial backing through South African National Convention Bureau’s subvention fund. “If awarded, an association or incentive house can use the subvention fund for site visits,” Tisana said. “They can come and experience the destination before making a decision – even for bids as far out as 2035.”

Beyond attractions like Table Mountain and Big Five safaris, Wesgro is promoting a broader range of lifestyle experiences, including world-class gastronomy, outdoor adventure along the Western Cape, high-end retail, and local culture. Tisana emphasised that an incentive trip must be “well organised” to leave a lasting impression.

To address safety concerns, Cape Town maintains visible policing across major tourist precincts like the V&A Waterfront, supported by dedicated safety playbooks provided to travel trade partners.

Tisana also pointed to the broader rise of business events across the continent – such as major business events like ICCA Congress 2027 in Rwanda and Cape Town hosting the BestCities Global Forum – as a collective driver for growth. “A win for Rwanda is a win for Africa; a win for Cape Town is a win for Africa,” he stated.

Tisana further opined that business events as a long-term catalyst for leisure travel . “We want the destination to benefit from the event, but we want delegates to come back and visit with their families. We pride ourselves on being exceptional in both the convention and leisure spaces.”