Preparations are in full swing for the highly anticipated 5th International Conference of the South African Cultural Observatory (SACO), scheduled for the 4th and 5th of November 2025. In a significant update, the venue has been changed to the iconic DHL Stadium in Cape Town. This move is designed to enhance accessibility and symbolically align with the conference’s ambitious theme: "Creative & Sports Economy Futures: Perspective, Policies and Practices for Tomorrow." Cape Town, recently voted the best city in the world for 2025 for its exceptional tourism offerings, vibrant lifestyle, and cultural heritage, provides the perfect backdrop for a conference dedicated to celebrating and sustaining creative economies.
The venues choice is intentional, as it represents the sports economy, a key domain of our research and signals our commitment to exploring the synergy between these two powerful economic and social forces. Beyond its symbolic value, the new venue offers unparalleled practicality through its close to Cape Town's comprehensive accommodation and transport network. Its location places attendees at the heart of a rich cultural ecosystem, surrounded by world-renowned institutions like the Zeitz Museum of Contemporary Art Africa, the World Heritage site of Robben Island, and a plethora of other cultural and sports hubs.
To ensure inclusive global participation, the conference will adopt a hybrid format, allowing for both in person and virtual attendance. This approach is designed to maximize engagement, welcoming a wide array of voices to contribute to the crucial conversation about the sector's evolving landscape. We have received over 100 abstracts with speakers from all corners of the globe, i.e. Turkey, Morrocco, Kenya, Nigeria, Zimbabwe, Brazil, United Kingdom, Rwanda, New Zealand, Argentina to name a few. These speakers bring with a wealth of insight, featuring a diverse array of voices including cultural practitioners, leading economists, acclaimed academics, and influential policy makers.
I am also excited to announce that we will be releasing our bi-annual Mapping Study, one of SACO's flagship products and the most definitive economic study of the industry in South Africa. This research determines the sector's macroeconomic contribution to the country's GDP, tracking which domains have grown or contracted.
The previous study, released in 2022, showed that the cultural and creative industries (CCIs) contributed 3% directly to South Africa's GDP. Titled The Economic Mapping of the Cultural and Creative Industries (CCIs) in South Africa 2022, the report estimated the total gross value added (GVA) of the CCIs was R161 billion in 2020, making the sector approximately the same size as agriculture. It also revealed that for the first time in 20 years, South Africa recorded a positive cultural goods trade balance in some quarters of 2020 and 2021.
This year's report is particularly significant for two reasons: it includes sports mapping for the first time, and it paints a picture of the sector's performance in the post-COVID era. By tracking the impact of the pandemic and the beginnings of recovery as lockdown restrictions eased, the 2025 Mapping Study will provide vital information to design effective support interventions and adaptation strategies for the industry.
Looking forward to hosting you at our upcoming events.
Over the past three months, I have had the privilege of participating in conversations across South Africa and internationally, from Geneva and London to Gqeberha and Johannesburg. Although the settings differed, one observation remained remarkably consistent: The conversation about the creative economy has changed.
Maps. Masterclasses. Measurement. Meaning. March. This quarter has been all about activating the research trove and expertise of the South African Cultural Observatory and levelling up in the dissemination of our data and insights.
