Normelia Mashele, deputy director in the DTIC’s Export Promotion division, explains how the programme is helping local companies grow their global footprint.

Opening global opportunities

“The EMIA scheme is here to support South African companies to export their goods and services abroad,” says Mashele. “We partially compensate them for the costs incurred when entering new export markets.”

EMIA operates through two streams: the Export Promotion division, which oversees group trade missions and national pavilions; and the Incentive Financing Branch (IFB), which supports individual applications for international trade events.

Who qualifies?

Eligible applicants include registered South African manufacturers, service providers, export houses, co-operatives, and industry associations. Companies must be CIPC-registered, tax-compliant, B-BBEE certified, and possess an export registration from SARS. Additional requirements include a brochure, product images, financial statements, and a passport copy of the company representative.

“We fund one representative per company – someone with authority and knowledge to engage with potential buyers,” she explains.

Support available

EMIA covers costs such as flights, accommodation, freight forwarding, exhibition stand rental and branding. For individual applications, three quotes are required for travel and logistics services. These applicants must also submit an export marketing plan and proof of confirmed business meetings.

Group mission participants benefit from DTIC’s logistical support and access to its network of experienced regional managers.

Application process

Applications must be submitted five months before national pavilions and two months before group or individual missions. All submissions are reviewed by an adjudication committee, which meets twice monthly. Approvals are subject to budget availability.

“To remain eligible, companies must submit a report within six months after the event,” says Mashele. “We may also conduct site visits to verify information.”

She urges interested companies to monitor the DTIC website for updates. “We want to see more South African businesses thriving in global markets – especially SMMEs.”

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