Johannesburg, 10 July 2025 - RX Africa, organiser of leading international trade exhibitions including World Travel Market (WTM) Africa, ILTM Africa, and FAME Week Africa, sees Minister Leon Schreiber's announcement of the new Screen Talent and Global Entertainment Scheme (STAGES) and Meetings, Events, Exhibitions and Tourism Scheme (MEETS) visa categories as a direct opportunity to dramatically expand participation from previously challenging markets including the UAE, China, India, Nigeria, Ghana, and Ethiopia.

"This announcement is particularly significant for our international exhibitions," says Carol Weaving from RX Africa. "The new visa schemes will dramatically ease travel for our visitors and help us bring hosted buyers from around the globe. We've seen particular challenges with key markets such as the UAE, China, India, Nigeria, Ghana, and Ethiopia, markets we hope to see grow significantly for tourism exhibitors at WTM Africa and ILTM Africa. This ultimately helps us expand our hosted buyer programme and attract more international exhibitors, benefiting the entire local industry."

The impact extends to specialised programmes within RX Africa's portfolio. "China's improved access will also significantly benefit our China Ready Workshop (taking place at WTM Africa next year), helping South African tourism businesses better connect with this crucial source market," adds Weaving.

The economic impact of South Africa's previous visa challenges has been profound across both events and entertainment sectors. As Minister Schreiber highlighted in his budget speech, the country recently lost a major Netflix production from Mexico worth an estimated R400 million due to visa-related hurdles. This represents just the tip of the iceberg in terms of lost opportunities.

Industry data shows South Africa's film sector contributed R7.2 billion to the economy in 2019/2020, a figure that has since declined due to both COVID-19 and administrative delays. The contrast with countries that have embraced streamlined visa processes is striking: Canada generated over C$11.3 billion (R155 billion) in direct film and TV production spending in 2022 alone through its film-friendly policies, while Georgia saw a 250% increase in foreign film productions over five years thanks to efficient visa and incentive programmes.

While Europe dominates the global MICE arena, with cities like London, Barcelona and Berlin setting standards for international events, South Africa's R120 billion sector has faced hurdles that limit participation in high-value global conferences and exhibitions.

"For years, we've watched destinations like Dubai, London and Las Vegas capture major international events that South Africa could easily host, simply because they made it easier for people to get there," says Weaving. "Europe holds 50% of the global MICE market largely due to seamless cross-border access through Schengen visas, while Dubai has become the Middle East's premier MICE destination through streamlined business visas. With these reforms, South Africa can finally compete on equal footing with these global powerhouses. We're no longer asking international buyers and exhibitors to jump through bureaucratic hoops; we're rolling out the red carpet."

Martin Hiller, Portfolio Director for FAME Week Africa, emphasises the broader implications for creative sectors: "The launch of the STAGES and MEETS visa schemes is a game-changer for South Africa's creative economy. For too long, red tape has held us back from realising our full potential as a global hub for film, fashion, music, and large-scale events. These new visas will not only streamline access for international talent and industry professionals but also position South Africa as an easy, reliable, and world-class destination for business and creativity."

The timing of these reforms coincides with South Africa's growing reputation as a premier destination for international events. The Cape Town & Western Cape Convention Bureau recently secured 36 new bids in the 2024/25 financial year, projected to generate an economic impact of R745 million and attract around 27,230 delegates through to 2028.

RX Africa anticipates that the digitalisation and rapid processing times promised by both visa schemes will remove key friction points that have previously deterred international participation from target markets. The online application system with decisions delivered within hours represents a fundamental shift that will enable the company to significantly expand its hosted buyer programmes and attract higher-calibre international exhibitors.

"These reforms signal that South Africa is finally ready to compete on the global stage for international events and productions," concludes Weaving. "We look forward to working with government to ensure successful implementation and to leveraging these tools to grow South Africa's position as Africa's premier destination for world-class exhibitions, conferences, and creative productions."