During the first quarter of this year, a procurement manager, chief financial officer or risk committee posed a similar question to a meeting professional:
Is now an appropriate time?
Their intentions were sincere. With trade tensions, changing tariffs, currency fluctuations and geopolitical issues affecting supply chains and partnerships, cautious individuals now have many valid reasons to hesitate.
Decisions that were once simple now require committee discussions. Approvals take longer, and briefs come with additional conditions and uncertain budgets. For meeting professionals in South Africa and across Africa, these aren’t distant issues. They appear in your emails and conversations with clients. The uncertainty is genuine and calls for a clear response.
Now is the right time. Because of the pressure, not in spite of it.
We need to acknowledge the reality: event costs are increasing due to rising expenses for flights, accommodation, production and logistics. Lead times are shrinking even as approvals take longer: a challenge familiar to every PCO, venue and destination bureau in 2026.
Global sentiment, travel disruptions and international trade decisions impact the Rand immediately, directly affecting your pipeline.
Professionals who navigate this year successfully are taking proactive measures rather than waiting for conditions to stabilise. They attentively monitor relevant indicators, adapt their proposals as necessary, and prioritise safeguarding client relationships before issues become apparent to clients. This approach exemplifies strategic management and reflects the calibre of experienced professionals in this region.
South Africa has navigated currency shocks, global recessions, pandemics and various geopolitical upheavals. Not only have we weathered these challenges, but we have also hosted outstanding events, maintained first-rate service standards, and further established ourselves as a top choice for meetings in every circumstance.
The year 2026 continues this tradition, marking yet another chapter in our ongoing story.
When clients ask about the appropriateness of timing, their concerns are often less about logistics and more about whether it is justifiable to bring people together in an uncertain environment. The most effective response is not mere reassurance, but rather a reframing of perspective. Periods of uncertainty do not diminish the importance of connection; instead, they make it indispensable.
Key organisational decisions during challenging times (such as selecting suitable partners, prioritising markets, or safeguarding critical relationships) are seldom reached through email exchanges or virtual meetings. Such strategic choices emerge in dedicated spaces, over shared meals, and within conversations that occur only when relevant stakeholders are physically present.
The industry does not simply provide events; it creates the conditions necessary for significant decisions to be made. This value remains resilient under pressure. It can even be strengthened.
Compounded value can only be realised if it is consistently earned.
The 2026 brief is a new proposal tailored to the client’s current needs, aligning with their business goals, meeting strict procurement standards, and applying their criteria for justification. This sets a higher, yet appropriate, standard.
One undeniable fact in our industry is that strong client relationships are not forged during times of disruption: they’re established beforehand and carefully maintained throughout periods of change.
The supplier who responds proactively, even in the absence of a formal brief; the association that engages its members for strategic reflection rather than transactional matters; and the destination partner who supports during challenging times, consistently demonstrating reliability over many years. South Africa’s business events community has established its reputation not solely through outstanding infrastructure (though our facilities, service excellence and destination offerings are truly world-class) but through the strong relationships that form the foundation of every event delivered.
The most important investment this year should be focused on consistent, personal engagement.
Rather than prioritising rate discounting or volume marketing, organisations should prioritise genuine interactions that show clients, stakeholders, and partners that they are recognised and appreciated. This approach ensures that when circumstances change, your organisation remains their primary point of contact.
Conditions change, and those who stay engaged and continue delivering despite distractions will be best positioned when opportunities arise.
Each event we host in 2026 demonstrates the enduring importance of human interaction. Every gathering. partnership and client connection shows that our industry shapes its own ideal conditions.
South Africa possesses the destinations, capacity, expertise and proven history required to achieve robust annual outcomes. Early mixed signals should not be interpreted as definitive forecasts; instead, they present an opportunity for leadership. This challenge has been navigated successfully before and will continue to be addressed with professionalism moving forward.
When the question arises, and it inevitably will-respond with the calm confidence of professionals who have successfully overcome tougher years and consistently achieved outstanding results.
The right time was last quarter. The second-best time is today.