• Miscellaneous

CIMGLOBAL Sets Up African Headquarters, Appoints Sonto Ndlovu to Drive MICE Innovation CIMGLOBAL Sets Up African Headquarters, Appoints Sonto Ndlovu to Drive MICE Innovation

The rapidly evolving African business events landscape is about to gain stronger momentum as CIMGLOBAL, a renowned international player in association management and Professional Congress Organiser (PCO) services, establishes its first permanent base on the continent. This strategic move brings the appointment of Nomasonto “Sonto” Ndlovu, a highly respected figure in African tourism, as Regional Director—a decision that signals both commitment and confidence in Africa’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

With Africa’s meetings and business events market currently valued at \$17.9 billion in 2024 and forecasted to soar to \$65.6 billion by 2032, the region is attracting global attention for its dynamism and expansion potential. Key factors such as a growing population, investment in knowledge industries, and widespread infrastructure development are propelling the continent onto the world stage. Yet, Africa currently commands only a modest 3% share of the global business tourism market. This disparity reveals enormous untapped potential for international collaboration, skill-building, and professionalisation—areas where CIMGLOBAL’s expertise is set to make a difference.

Prasant Saha, CEO of CIMGLOBAL, articulated the company’s ambitions as it enters Africa with a focus on “purpose, partnership, and long-term vision.” Drawing on three decades of experience in Asia, the Middle East, and Europe, Saha identified Africa as the next pivotal frontier for associations and international meetings. The decision to appoint Sonto Ndlovu underscores this vision; her extensive background in tourism, business events, and destination marketing positions her as a catalyst for growth and innovation.

Ndlovu’s career highlights include influential roles at Unilever and Standard Bank, as well as leadership positions at the KwaZulu-Natal Tourism Board and Limpopo Tourism Agency. Most notably, as Global Manager for Business Tourism at South African Tourism, she was instrumental in transforming Meetings Africa into the continent’s flagship MICE platform, raising Africa’s visibility on the global stage and fostering greater intra-African business ties. Her consultancy, Beacon Africa Tourism, further demonstrates her commitment to driving strategic development across tourism and MICE sectors.

Speaking on her new role, Ndlovu expressed both pride and ambition, stating, “Africa is ready to take its place on the global stage. By combining CIMGLOBAL’s international expertise with the continent’s creativity and ambition, we will build platforms that elevate African voices and foster meaningful global partnerships. This is more than a business opportunity—it’s a chance for sustainable, long-term impact.”

As the continent’s MICE industry undergoes rapid transformation, digital innovation and sectoral diversification—spanning technology, healthcare, and agriculture—open new opportunities. However, operational and technological barriers still pose significant challenges for local organisations. Recognising this, CIMGLOBAL aims to bridge these gaps by supporting African associations in their international ambitions, raising professional standards, and bringing major global events to African destinations. The company is committed to creating sustainable, knowledge-sharing meeting environments that will enhance Africa’s profile globally.

The establishment of CIMGLOBAL’s African headquarters in Johannesburg signals the beginning of a new chapter for regional operations and future expansion. The city will serve as a central hub, not only for the company’s activities but also as a focal point for advancing Africa’s standing as a premier destination for international meetings and business events.

For Africa’s tourism professionals, this development emphasizes the need to embrace new standards, innovative practices, and international partnerships. As the continent’s MICE sector grows, so too does the opportunity to transform Africa from a niche player to a global powerhouse in the business tourism arena. The next years will be shaped by those who adapt quickly, invest in skills, and leverage global networks—key principles at the heart of CIMGLOBAL’s African strategy.