Trade Show Season 2026: Taking Stellenbosch to the World
As Visit Stellenbosch enters Trade Show Season 2026, we step into one of the most important periods of our annual marketing calendar. From February through to Indaba in May, our team represents Stellenbosch on powerful global platforms that shape future travel demand, partnerships and business opportunities.
These trade shows are not about visibility alone. They are about creating real opportunities for our destination and our members. Every meeting, conversation and connection helps position Stellenbosch as a competitive, relevant and compelling choice for international buyers, planners and media. Ultimately, this work supports increased demand, longer stays, higher visitor spend and a stronger, more resilient local tourism economy.
ITB Berlin 2026: Positioning Stellenbosch on the Global Stage
Germany | 3 – 5 March 2026
Represented by Annemie Liebenberg and Jenna Moses
ITB Berlin is where the global tourism industry comes together. It is one of the world’s most influential travel trade shows and a critical space where destinations are positioned, partnerships are built and future travel decisions begin to take shape.
For Stellenbosch, our presence at ITB is about long-term visibility and credibility in an increasingly competitive global marketplace. It allows us to tell our story as a destination of exceptional beauty and heritage, while also showcasing our depth, innovation and ability to deliver real value to visitors and trade partners.
ITB gives Visit Stellenbosch direct access to global tour operators, travel trade, media and decision makers who influence travel flows long before visitors arrive. These strategic engagements translate into tangible outcomes for our members, including increased demand, longer stays and higher quality tourism spend.
Equally important is the opportunity to listen and learn. Through conversations and trend insights at ITB, we gain valuable understanding of evolving traveller expectations, emerging markets and global travel patterns. This helps ensure that Stellenbosch is marketed and positioned in ways that are relevant, responsible and future focused.
When Visit Stellenbosch shows up at ITB, we do so on behalf of our members. We create opportunity, unlock value and strengthen Stellenbosch’s position as a destination that is open for business, ready to collaborate and committed to sustainable growth.
Meetings Africa 2026: Connecting Stellenbosch to Business Events Opportunities
Sandton, Johannesburg | 23 – 25 February 2026
Represented by Jenna Moses
In 2026, Meetings Africa celebrates 20 years of connecting Africa to the world. As South African Tourism’s flagship business events trade show, it remains the most important market access platform for African business events products.
This milestone edition brings together international buyers, associations, corporate planners, media and industry leaders to shape the future of Africa’s business events sector. The programme includes a two day trade show, preceded by BONDay, a dedicated educational platform focused on innovation, collaboration and industry insights.
Our objectives at Meetings Africa are clear:
- Position Stellenbosch and the Cape Winelands as a competitive, accessible and distinctive business events destination
- Strengthen relationships with international buyers, associations and corporate planners
- Promote our venues, experiences, sustainability credentials and authentic sense of place
- Identify new opportunities for conferences, incentives and long term partnerships
One of the key highlights is the Speed Networking Sessions, which create high impact, face to face engagements in a short space of time. These sessions are invaluable for opening doors to new markets, reconnecting with existing partners and having focused conversations that lead to real business opportunities for our region.
We are also looking forward to the knowledge sharing at BONDay, particularly insights around innovation and the future of African business events. These learnings help us strengthen how Stellenbosch competes in the global meetings and incentives space.
Why This Matters for Our Members and Our Town
Our presence at these trade shows is a strategic investment in the future of Stellenbosch tourism. It ensures that our town remains visible in the global tourism conversation and competitive in attracting leisure travellers, business events, incentives and group travel.
For our members, this work translates into:
- Greater international exposure
- Stronger trade relationships
- Increased opportunities for bookings and partnerships
- Alignment with global travel trends and buyer expectations
For Stellenbosch as a destination, it supports sustainable growth, economic resilience and long term positioning in priority markets.
Every meeting we attend, every story we share and every relationship we build is done with purpose and on behalf of our tourism community.
