Cape Town has long been the crown jewel of South African tourism – and in recent years, it’s built a name for itself as a global business event destination too. In fact, Cape Town now ranks 35th globally for hosting international association meetings, with 58 major events recorded in 2024 alone. This surge is not just a win for the Mother City – it signals a growing appetite for South Africa as a serious player in the international business tourism space.
And as Cape Town continues to rise, a quiet yet significant shift is happening further along the coast. The Garden Route and Klein Karoo – already celebrated for their natural beauty and tourist appeal – are stepping into the spotlight as emerging destinations for small business meetings, lekgotlas, strategy sessions, and boutique events.
Cape Town Sets the Pace
The Western Cape’s capital has become a benchmark for regional growth. Its reputation as a business hub has been bolstered by strategic investments in infrastructure, including over R40 billion earmarked for upgrades like sewage works and transport networks. These developments don’t just make Cape Town more attractive – they create a halo effect for surrounding areas, including the Garden Route.
According to the International Congress and Convention Association (ICCA), Cape Town’s hosting of international meetings contributed over R2 billion to the South African economy in the past year alone. With this kind of momentum, it’s no surprise that attention is turning toward the regions just beyond the city’s shadow.
The Garden Route & Klein Karoo: Next in Line
Stretching from Mossel Bay to Tsitikamma’s Storms River, the Garden Route is already a firm favourite among leisure travellers. Add the wide-open landscapes of the Klein Karoo to the mix, and you have a powerful blend of accessibility, natural beauty, and cultural richness.
These qualities are now being recognised by event planners and small businesses looking for fresh, inspiring locations to host gatherings that are both productive and memorable. George Airport has seen a steady rise in passenger arrivals, making it easier than ever for delegates to access key towns like Knysna, Plettenberg Bay, Oudtshoorn, and George.
Tourism trends back this up. Recent insights from the Cape Town & Western Cape Convention Bureau indicate that the Garden Route and Klein Karoo are not just surviving—they’re thriving, even during challenging economic times.
Why Host Your Event Here?
One of the biggest draws of the Garden Route and Klein Karoo is variety. From the forests of Tsitsikamma to the ostrich farms of Oudtshoorn, the region offers settings that are anything but generic. Think strategy sessions in treehouses, lekgotlas beside mountain streams, and networking sundowners overlooking coastal cliffs.
Equally compelling is the region’s growing emphasis on sustainable tourism. Many venues are embracing eco-friendly practices, aligning well with companies that prioritise green credentials and social responsibility.
“We recently hosted a lekgotla in Wilderness, and I’ve never seen our team more energised,” says Marelize van der Westhuizen, a strategic facilitator based in the Western Cape. “The natural setting gave us space to think—and to connect on a human level. It felt less like a meeting and more like a moment.”
Opportunities for Collaboration and Growth
As demand grows, so does opportunity. There’s room here for collaboration between local municipalities, tourism bodies, and private sector players to create attractive packages for event organisers. Off-peak promotions can help maintain consistent visitor flow, especially in quieter months, while showcasing the quieter charm of these areas.
The region’s relative proximity to Cape Town also opens the door for dual-destination packages – start in the city, end in the forest. Or vice versa. It’s a compelling proposition for both local and international groups looking for something unique.
Looking Ahead
The Garden Route and Klein Karoo are more than scenic backdrops – they are strategic spaces for meaningful dialogue, creative thinking, and future-focused events. As more companies begin to prioritise experience-driven meetings over traditional boardroom formats, this region stands ready to offer something truly different.
So, whether you’re planning your next team retreat, strategic planning session, or leadership gathering – consider going a little further along the N2. You may just discover your new favourite business destination.
Interested in exploring event options in the Garden Route or Klein Karoo?
Contact our offices to assist with venues, packages, and regional insights tailored for business tourism.
