CIMGLOBAL, a global leader in association management and Professional Congress Organiser (PCO) services, has announced a major strategic expansion into Africa with the appointment of respected tourism and business events leader Nomasonto “Sonto” Ndlovu as Regional Director. This milestone marks CIMGLOBAL’s first permanent footprint on the African continent and signals a long-term commitment to supporting the growth and professionalisation of Africa’s meetings and business events industry.
The expansion comes at a pivotal time for Africa’s MICE sector, which was valued at USD 17.9 billion in 2024 and is projected to grow to USD 65.6 billion by 2032, positioning the continent as one of the fastest-growing business events markets globally. This growth is being fuelled by demographic expansion, the rise of knowledge-based industries, and significant investments in infrastructure. Despite this momentum, Africa currently accounts for only three percent of the global business tourism market, underscoring the vast untapped potential for international collaboration, capacity building, and institutional development.
Commenting on the announcement, Prasant Saha, CEO, CIMGLOBAL, said the move reflects a deliberate and future-focused strategy. “We are entering Africa with purpose, partnership, and a long-term vision. 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 and expertise, the continent can play a defining role in shaping the future of international meetings. Sonto’s leadership will be central to this mission.”
Ndlovu brings more than 20 years of senior leadership experience across tourism, marketing, and the global business events ecosystem. Her career spans leadership roles with major organisations, including Unilever and Standard Bank, as well as influential public-sector positions that have shaped destination development in South Africa. She has served at the KwaZulu-Natal Tourism Board, as Global Manager: Business Tourism and Chief Operating Officer at South African Tourism, and as Chief Executive Officer of the Limpopo Tourism Agency.
During her tenure at South African Tourism, Ndlovu played a pivotal role in repositioning Meetings Africa as the continent’s flagship MICE platform, significantly elevating Africa’s visibility in global markets while strengthening intra-African trade and collaboration. She is also the founder of Beacon Africa Tourism Consultancy, which focuses on strategic tourism and MICE development initiatives across the continent.
“It is an honour to lead CIMGLOBAL’s expansion into Africa. Africa is ready to take its place on the global stage. By combining CIMGLOBAL’s international expertise with the continent’s creativity, talent, and ambition, we will create platforms that elevate African voices and attract meaningful global collaboration. This is more than a business opportunity; it is a chance to create lasting impact,” Ndlovu said.
Africa’s MICE landscape is undergoing rapid transformation, driven by digitalisation, innovation, and the growth of sectors such as technology, healthcare, agriculture, and education. At the same time, many local organisations continue to face operational, structural, and technological challenges that limit their ability to compete globally. CIMGLOBAL’s expansion aims to address these gaps by supporting African associations in their international growth, enhancing professional standards, attracting major global events to African destinations, and developing sustainable, knowledge-driven meeting platforms.
CIMGLOBAL’s African headquarters will be based in Johannesburg, serving as a central hub for regional operations and future expansion across the continent.
