Stellenbosch may be known for its academic excellence and wine estates, but behind the postcard image a new narrative is emerging – one that positions the town as a serious contender in the business events and innovation economy. This was the message underpinning Meet Stellenbosch, the flagship annual gathering hosted by Stellenbosch 中国体育彩票’s (SU) Central Events and Conference Office (CECO) in collaboration with Visit Stellenbosch. Now in its fourth year, the event gathered a cross-sectoral mix of stakeholders - ranging from academia, business, tourism, tech and property - for an open dialogue on the future of events and business in Stellenbosch and beyond.
This year’s theme, The Empathy Edge: Human centric events, association memberships and academic excellence, challenged the sector to move beyond operational logistics and toward intentional design. We need to start asking questions such as: Why do we host events? Who are they for? And how can we design them not only to inform, but to transform?
Starting off the event the Deputy Mayor of Stellenbosch Municipality, Maynard Slabbert, welcomed the town’s emerging role as a business destination of choice. He noted that making a successful transition requires more than venues but a shared purpose and clear messaging. It is a shift from simply marketing the town to meaningfully positioning it.
That positioning, according to Anita Nel, Chief Director of SU's Innovation and Commercialisation Division, is already quietly underway. Stellenbosch, which has long been seen as a tourism destination, is becoming increasingly viable for serious business. Thanks in part to its strong academic base, growing innovation infrastructure, and businesses like CECO that are reshaping what events can achieve.
The programme embraced its theme throughout the event. One of the most talked-about sessions came from renowned author and speaker Nikki Bush, who facilitated an interactive session on empathy-driven leadership. Armed with sushi sticks and dice, she guided attendees through tactile exercises that encouraged presence, reflection and engagement. Her exercises pushed participants out of autopilot and into presence - a subtle reminder that real economic growth is also dependent on the kind of leadership we nurture, not just in boardrooms, but within teams, communities, and ourselves.
The first panel of the day addressed a recurring question: what lasting impact do conferences actually have? Moderated by Corne Koch (Wesgro) and drawing on perspectives from Professor Eugene Cloete and Professor Sa’ad Lahri of SU, alongside event professionals Ansu Colditz (XL Millennium) and Gwynneth Matthews (Southern Sun Conferences). The panel examined the lasting ripple effects of conferences, from academic collaborations to industry transformation. Their key takeaway was that events should not be designed as isolated moments, but as platforms for long-term value.
David Zimmerman’s presentation on human-centric event design further explored the balance between technology and intention. While acknowledging Artificial Intelligence’s (AI) growing role in the industry, Zimmerman cautioned against allowing it to overtake the human connection that underpins truly effective events. In his view, tech should serve the human experience, not replace it. His session acknowledged that technology and AI matters most when it protects and amplifies human connection.
Designing events for people, not just programmes, was at the heart of the second panel, which focused on the role of associations in building stronger communities. Glenton de Kock (SAACI), Rema van Niekerk-Wiese (FEDHASA) and Zelda Coetzee (Event Academy Africa), in discussion with moderator Dr Theuns Vivian from the City of Cape Town, explored how member-based organisations can stay relevant in a fragmented world. Associations cannot solely rely on frequency to build connections - it requires empathy, authenticity, and long-term thinking to shape how associations engage their communities.
The final panel led by CECO Manager, Catherine Channing, focused on compliance. Although it is often seen as an administrative function, it can also be viewed as a strategic enabler. The discussion included risk and security experts from both the public and private sectors, including Brandon Como, Wynand du Toit, Dirkie van der Merwe, Nicola Martine, Erik Oosthuizen and Zingani Tshefu. Together they unpacked how regulation, safety, and permissions can be reframed as tools for inclusion, accessibility, and trust - not just for control.
Beyond the formal sessions, the event offered the delegates opportunities to engage with exhibitors through a curated showcase of local businesses and suppliers. A token system encouraged guests to explore offerings and connect directly with vendors, creating a less transactional, and a more participatory space.
On day two, delegates stepped out into Stellenbosch itself through guided site visits to venues such as the Art Mile, Skilpadvlei, Asara, SU facilities and the Stellenbosch Hotel – showcasing the town’s versatility.
In the end, Meet Stellenbosch 2025 was not a show of scale, but of intent. The event signalled a growing maturity in Stellenbosch’s economic identity, rooted in empathy, purpose and collaboration. It suggested that the future of business events in Stellenbosch will be design-led, community-centred, and strategically aligned with the region’s broader aspirations.
In an era where audiences are seeking more meaning and less marketing, this shift could be Stellenbosch’s greatest competitive edge.
