CIMGLOBAL has announced its expansion into Africa with the appointment of Nomasonto “Sonto” Ndlovu as regional director, marking the company’s first permanent presence on the continent.
The association management and professional congress organiser (PCO) said the move was part of a longer-term strategy to engage with Africa’s meetings sector, which has been growing alongside investment in infrastructure and knowledge-based industries.
According to industry estimates cited by CIMGLOBAL, Africa’s meetings and events market was valued at US$17.9bn in 2024 and is projected to reach US$65.6bn by 2032. Despite this, the continent currently accounts for around three per cent of global business tourism activity.
CIMGLOBAL CEO Prasant Saha said the expansion reflected the company’s intention to support associations and meetings activity on the continent.
“We are entering Africa with purpose, partnership, and long-term vision,” he said.
“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, the continent can play a defining role in shaping the future of international meetings.”
Ndlovu brings more than 20 years of experience across tourism, marketing, and business events. Her previous roles include positions at Unilever and Standard Bank, as well as senior leadership roles at the KwaZulu-Natal Tourism Board, South African Tourism, and the Limpopo Tourism Agency. At South African Tourism, she served as Global Manager: Business Tourism and Chief Operating Officer, where she was involved in the repositioning of Meetings Africa as a continental trade platform. She is also the founder of Beacon Africa Tourism Consultancy.
Ndlovu said: “It is an honour to lead CIMGLOBAL’s African expansion. Africa is ready to take its place on the global stage. By combining CIMGLOBAL’s international expertise with our continent’s creativity, talent, and ambition, we will build platforms that elevate African voices and attract meaningful global collaboration.”
CIMGLOBAL said its Africa operations will focus on supporting local associations, improving professional standards, attracting international events to African destinations, and developing meeting platforms linked to knowledge exchange. The company’s regional headquarters will be based in Johannesburg, with plans for further expansion across the continent.
CIMGLOBAL operates across Asia, the Middle East and Europe, providing association management, strategic consulting and congress organisation services.
