The Economic Impact of the COVID-19 Pandemic on the Business Events Sub-sector in South Africa: Mitigation Strategies and Innovations

Abstract

The COVID-19 pandemic and the subsequent lockdown regulations, which came into being in South Africa on 26 March 2020, has had a major impact on the country’s economy and specifically tourism. All sub-sectors of the tourism sector has been adversely affected, with many business events either cancelled or postponed to a later date post the lockdown period. The study aims to examine the economic impact of the COVID-19 pandemic on the business events sub-sector in South Africa. Furthermore, the study explores how the business events sub-sector responded to the many challenges associated with the pandemic and offers critical insights into how the business events sub-sector mitigated some of the challenges. The study followed a qualitative approach with purposive sampling being adopted, targeting representatives of the business events associations. The study revealed that the lockdown’s economic impact resulted in lost income for organisations due to postponed or cancelled events. The lack of income also placed numerous jobs at risk. However, the business events sub-sector also introduced innovative measures allowing them to pursue some business opportunities, such as virtual events, hybrid events and the upskilling of staff.