CTICC Brand Audit 2025

This extensive audit evaluates the Cape Town International Convention Centre's brand strength, customer satisfaction, product value, innovation, compliance, and accessibility/security against local and international benchmarks. It aims to provide actionable insights and strategic recommendations to boost CTICC's competitive positioning within the global Meetings, Incentives, Conferences and Exhibitions (MICE) industry.

1. Brand Positioning & Identity

Purpose: Accelerate economic prosperity, opportunity, inclusivity, creativity, and innovation.
Vision: To be respected as the enabler of Africa’s smartest community of creativity, opportunity, sustainability, and excellence.
Mission: Establish and activate an integrated ‘smart’ hub model, unlocking innovation, collaboration, and transformation for stakeholders, leveraging Cape Town and the Western Cape’s distinct advantages.
Core Values: Passion (“we live to go beyond”), Integrity (“we are transparent in all our actions”), Innovation (“we create magic that gives us the edge”), Excellence (“we create superior experiences”), Gratitude, Caring.
Brand Evolution: In 2023/24, the CTICC “unboxed” its logo and refreshed its slogan from “Experience Extraordinary” to “Create Extraordinary,” signaling renewed emphasis on innovation and inclusivity.

2. Stakeholder Perceptions

Clients: Widely recognized for delivering exceptional service, flexibility, and strong partnerships. In 2023/24, it received an 84% Customer Satisfaction Index score, four points above the target, and hosted a record number of international events (43).
Public Sentiment: Strong positive economic and social contribution, including job creation, local SMME inclusion, sustainable development dedication, and major CSR initiatives (R737,469 spend, 1,422 donations in 2023/24).
Awards: Winner of the 2024 EXSA-llence for Exceptional Service, 2024 Eventex “Best African Events Destination” and “Best International MICE Destination,” certified ISO 9001:2015, ISO 14001:2015, ISO 22000:2018, ISO 45001:2018, TGCSA 5-Star rating (since inception).

3. Market & Omnichannel Audit

Target Markets: International, national, and regional associations/conferences, trade fairs, exhibitions, banquets, special events, corporate launches, and community events.
Omnipresence: Strong digital presence, strategic social campaigns showcasing innovation and sustainability, active community engagement via CTICC Cares and Youth expos, and messaging consistency across channels.
Competitive Benchmarking:
- International vs. Singapore, Vancouver, Melbourne: More competitive pricing, superior experience ratings.
- National vs. Gallagher, Durban ICC, Sandton: Locational advantage, superior facilities, better experience ratings.
- Local/Regional vs. Century City CC: Superior facilities and more competitive pricing.
Unique Selling Points: 140,855m² state-of-the-art space, hybrid/digital event capability, Cape Town location, sustainability focus.

4. Financial Health & Operational Brand Strength

Revenue: R400.7 million in 2023/24 (vs. R278 million previous year); EBITDA R82.5 million (96.5% above target); total contribution to SA GDP R66.9 billion to date; contributed R1.6 billion in household income and sustained 12,721 jobs last financial year.
Forward Bookings: 64 events confirmed 2025-2030 including high-profile international congresses.
Shareholding (2024): City of Cape Town 72.7%, Western Cape Province 22.2%, SunWest 5.1%.
Governance: King IV™ compliance, clean audit record, unqualified Auditor-General reviews.

5. ESG & Sustainability Brand Audit

Leadership in Green & Social Impact:
- Five major ISO certifications (Quality, Environmental, Food Safety, Occupational Health & Safety).
- Net Zero Carbon Events Pledge: halve emissions by 2030, net zero by 2050; investments in energy, water, waste, carbon monitoring.
- Water-independent: reverse osmosis plant (200,000L potable water/day); aggressive waste diversion (55% landfill diversion in 2023/24).
- Procurement: 97.7% local suppliers, 81% spend with SMMEs; 54% with women-owned businesses in 2023/24.
- Social Value: CTICC Cares, Youth in Action Expo, upcycling partnerships, extensive LCP programs, >R737,000 CSR support in 2023/24.

6. SWOT Analysis

Strengths	Weaknesses
Best African Events & MICE Destination (2024). Five-star venue & multiple ISO certifications. Owns assets, strong local & global reputation. Strong B-BBEE supplier chain, high local SMME participation. High ESG standards, versatile space, innovative F&B offering. Dedicated to inclusivity and gender/EE equity. Sound finances, clean audits, collaborative governance.	Tech upgrade costs. High operating/overhead costs. Staff retention challenges. Limited tech integration. Exchange rate volatility impacts international marketing. Exchange rate/flight/accommodation costs.
Opportunities	Threats
Growth of MICE sector post-pandemic. Rise in international association events in Africa. Tech innovation and hybrid events in the Western Cape. Local partnerships and sustainable event leadership. Increasing government recognition/support.	Base load shedding / energy infrastructure challenges. International perception (crime, stability, cost). Shortage of skilled labour. Seasonality, climate risk, global health events.

7. Recent Risks & Developments (2025)

Strategic Review and Sale: City of Cape Town is in public consultation to potentially sell its 72.7% majority stake; land to remain City-owned. CTICC to continue as convention centre with increased private investment expected to unlock commercial potential.
Governance and Continuity: CEO Taubie Motlhabane reappointed for five-year term, ensuring management continuity.
Innovation: Launch of “Innovation Hub” with SAAIA (AI) and tech partners to expand CTICC’s role as leading smart events and business platform.

8. Brand Risks & Outlook

Load shedding, currency instability, and cost pressures on international clients.
Lingering global perceptions of South Africa’s risk profile.
CTICC viewed as economic catalyst, community partner, and sustainability leader with resilient brand post-pandemic.
Positioned for growth as top-tier, world-class events venue through 2025 and beyond.