As South Africa takes on IBTM World 2025 to showcase its business events capability at Fira Barcelona Gran Via in Spain, South African Tourism (SA Tourism) has announced the appointment of Corne Koch as its new Chief Convention Bureau Officer, who will head the South African National Convention Bureau (SANCB) business unit, effective 1 December 2025.
A vital and strategic business unit within SA Tourism, the SANCB plays a central role in positioning the country as a world-class destination for domestic, regional and international MICE (meetings, incentives, conferences, and exhibitions/ events). With a clear mandate to attract MICE events, the SANCB supports economic growth, sector transformation, and sustained global competitiveness, ensuring South Africa remains a preferred destination for business events.
The business events sector is a key priority for SA Tourism, and the SANCB continues to deliver strong results. In the first two quarters of 2025 alone, the Bureau secured 35 bids, contributing more than R415 million to the economy and attracting nearly 16,000 delegates to South Africa, underscoring the critical role the SANCB plays in driving industry development and broader economic impact.
Koch steps into this national leadership role to steer the ship forward as South Africa prepares to host a growing number of major business events, including the G20 Leaders’ Summit, further amplifying the country’s visibility and competitiveness on the world stage.
She joins SA Tourism bringing more than 20 years of experience in tourism destination marketing and promotion across South Africa. Most recently, she served as Head of the Cape Town and Western Cape Convention Bureau at Wesgro, where she led a high-performing team responsible for positioning the Western Cape as Africa’s top business-events destination.
Commenting on her appointment, Ms Koch said:“Business events are powerful drivers of economic and knowledge growth for a destination, extending far beyond tourism. Our industry thrives because of passionate professionals across government, academia and industry who contribute to the growth of this sector. I am honoured to join the South African National Convention Bureau and to continue its role in strengthening South Africa as the continent’s premier home for business events.”
A passionate advocate for the economic power of business events, Koch has been instrumental in driving the growth of meetings, incentives, conferences, and exhibitions (MICE) in the Western Cape. Her expertise spans programme and project management, strategic partnerships, event strategy, and fostering productive relationships with a diverse network of global stakeholders.
Speaking on the appointment, Darryl Erasmus, Acting CEO and COO at SA Tourism, said: “Strengthening leadership within our organisation is vital as we move into a defining era for South African Tourism. The appointment of our new Chief Convention Bureau Officer demonstrates our commitment to building a strong, capable, and visionary executive team. Her leadership comes at an ideal time as we prepare for the 20th edition of Meetings Africa in February 2025 and Africa’s Travel Indaba in May 2026, two flagship events that showcase the best of Africa’s tourism and business events sectors.”