Case eighteen

This chapter discusses how a protected natural attraction, the Addo Elephant National Park (AENP), a major tourism attraction in South Africa, can leverage a national business event for sustainable tourism development. The first section provides insight into how the AENP is expected to strike a careful balance between complex and oftentimes conflicting objectives, such as protecting and conserving the rich and biodiverse natural heritage of the park, creating local employment, addressing community needs and historical inequalities, while expanding sustainable tourism development in the region. The second section delves into the strategic and practical aspects of a specific, sustainable domestic business event hosted at the AENP, highlighting some successes and challenges. It discusses how the unique qualities of the AENP complemented the ethos of the event, amplifying the park’s brand while increasing the event’s attendee engagement. While acknowledging some logistical challenges, specific examples are discussed to demonstrate how event initiatives through stakeholder collaboration resulted in sustainable practices, promoting legacy, sustainability and regional inclusivity in alignment with the Sustainable Development Goals.