George Positions Itself as a Regional Alternative to Major Metros for World-Class Events

Natasha van Greunen claims her first WSL QS 1,000 title at Vic Bay

George Positions Itself as a Regional Alternative to Major Metros for World-Class Events
Municipality invites national and international organisers as it continues to invest strategically in events to drive economic growth

George, Wilderness and Uniondale Tourism under the umbrella of George Municipality, is positioning George as a competitive regional alternative to South Africa’s major metropolitan centres by inviting national and international event companies, professional conference organisers, industry institutions and event innovators to consider the city as a preferred destination for business events, meetings and conferences, exhibitions, festivals, sporting events, and other large-scale gatherings during the 2026/27 financial year.

As one of South Africa’s fastest-growing cities and the business hub of the Garden Route, George is deliberately leveraging its events programme as an economic development strategy. The city combines strategic accessibility, established infrastructure, high-quality venues and coordinated municipal support, offering organisers a viable and attractive alternative to hosting events in larger metropolitan areas.
This strategic approach is reinforced by an annual municipal contribution of R1 million towards fostering and supporting events, which reflects a long-standing commitment by the municipality over several years to growing the visitor economy, attracting overnight visitors, and supporting local businesses and service providers across George, Wilderness and Uniondale.

“George has the infrastructure, experience, and collaborative approach required to successfully host events of national and international standing,” says Joan Shaw, Tourism Manager. “By continuing to invest in events and actively partnering with organisers, we are positioning George as a competitive regional host city that delivers real economic impact while offering an exceptional event experience.”
“George continues to invest strategically in events because we have seen the tangible economic and social returns over a number of years,” says Executive Mayor Browen Johnson. “Well-planned events drive visitor spend, support local jobs and small businesses, and position our city and the wider Garden Route as a competitive destination beyond the major metros. This call is about building long-term partnerships that deliver real value for our communities and our economy.”

With strategic accessibility, event-ready infrastructure and a supportive municipal environment, George offers a purpose-built platform for hosting successful events of varying scale and category.
Strategic accessibility
Conveniently located between Cape Town and Gqeberha, George is serviced by George Airport with multiple daily flights and is supported by excellent road networks, ensuring seamless access for delegates, participants, and suppliers.
 High-quality venues and facilities
The city offers a diverse range of event-ready venues, including modern conference facilities, multi-purpose halls, and scenic outdoor locations capable of hosting events of varying scale and category.
 Strong tourism and business sector
Backed by a stable municipal environment and a well-established hospitality and services sector, George continues to expand its tourism and business offerings, providing organisers with reliable, high-quality support and memorable visitor experiences.
 Streamlined event compliance
George Municipality offers a coordinated, single-window approach to event approvals, enabling organisers to efficiently access safety services, traffic and crowd management, waste services, emergency coordination, venue support and regulatory guidance, reducing complexity and planning risk.

Funding and Partnership Opportunities
George Municipality is committed to positioning the city as a premier events destination. Event organisers, institutions, and industry bodies are invited to explore partnership opportunities with the municipality to bring world-class events to the Garden Route. For the 2026/27 financial year, covering events taking place between July 2026 and June 2027 across George, Wilderness and Uniondale, the municipality invites proposals for events that contribute to tourism growth, local economic development and increased overnight visitor stays, with a strong emphasis on the use of local suppliers and services.

Qualifying event organisers may be considered for financial contributions drawn from the municipality’s annual events allocation, which has been in place for several years, together with marketing support, logistical assistance and compliance facilitation, subject to municipal criteria and available resources. Events supported through the municipal events programme have consistently delivered measurable economic impact by generating visitor spend, sustaining jobs in the tourism and services sector, and driving demand for local suppliers across the region.

This initiative presents an opportunity to co-create flagship and anchor events for inclusion in the city’s annual events calendar, strengthening George’s positioning as a regional events hub beyond the major metros.

How to Apply
Interested organisers must complete the official online application form and submit all required supporting documentation. Access the application form via the link below.
Compulsory supporting documents include:
• A detailed event proposal
• Event track record (previous reports and organiser CV)
• Financial statements (preferably audited)
• Organisation registration documents
• Endorsement letter(s)
• Proof of venue reservation
Applications close on 22 February 2026. Late or incomplete submissions will not be considered.

Apply here: zurl.co/hE3Pb
For enquiries or discussions, please contact Joan Shaw, George Municipality Tourism Manager jshaw@george.gov.za +27 44 801 9295

BOILERPLATE
About George
Nestled in the heart of South Africa’s Western Cape, George is the vibrant hub of the spectacular Garden Route. Stretching from Herold’s Bay to Wilderness and Uniondale, George boast breathtaking natural beauty, from sparkling oceans and majestic mountains to lush forests and rolling farmlands. It’s a haven for outdoor enthusiasts and nature lovers alike. Renowned for its worldclass golf courses, golden beaches, rich history, and thriving arts and culture scene, George offers unforgettable dining experiences, exhilarating trails, and adventure-filled activities. Discover all that George has to offer at visitgeorge.co.za George, naturally.

Surfing: World Surf League x Kody McGregor – worldsurfleague.com

Symphonia National Band and Orchestra Festival x Gerhard Bouwer Photography

Mountain Ultra Trail by UTMB 2025

George Old Car Show