BLOEMFONTEIN – High patronage continues to drive the Bloem Show, serving as a major economic catalyst for the Free State and Bloemfontein despite challenging socio-economic conditions. This was evident in this year’s edition, which attracted 81 818 attendees over the 10 days of the show, despite adverse weather. Best attendance was on Friday 1 May and Saturday 2 May. On the last day, multitudes of patrons descended on the hosting venue of the Showground to bring the curtain down on this spectacular event with audience queues snaking more than 500m from the gates of the venue.
The 2026 Bloem Show marked its 143rd year of existence since 1883 and ran from 23 April to 2 May in Bloemfontein under the theme ”Beach Party in Bloem!” Inclement weather did not dampen the spirit of the multitudes of showgoers. It featured more than 350 exhibitors and extensive agricultural, creative arts, and entertainment programmes.
This year the event was without cattle and sheep shows, which were cancelled due to the impact of foot-and-mouth disease. These were cancelled to safeguard the animals, which remain a strong component of the consumer event.
Elmarie Prinsloo, chief executive officer of Bloem Show, attributes the show’s sustainability to resilient patronage and innovation which saw the introduction of new pioneering programmes to navigate the unforeseen impact. “The largest impact on attendance was the absence of the livestock section, with more than
4 000 cattle and sheep. In addition to this, the weather played a big role, especially on 30 April when rain was pouring the whole day, with the lowest daily attendance in 20 years,” she said.
Prinsloo lamented the severe impact of fuel price hikes, primarily driven by conflict in the Middle East, specifically rising tensions involving Iran and the closure of the Strait of Hormuz. “Certainly, the hike in diesel and petrol prices had an influence, as we had a few cancellations earlier from exhibitors due to this, and we were lucky to fill their spaces. Visitors from other towns and provinces would have felt pressure due to these hikes and the associated costs. On the bright side, certainly the smiles on the faces of children and families enjoying valuable time together were rewarding. In addition, livestock championships for 2027 are already fully booked, and more than 70% of exhibitors have also already rebooked for 2027,” said Prinsloo.
The Bloem Show’s innovative approach saw it regain momentum and showcase creativity post the Covid-19 pandemic. Creative thinking saw the introduction of new crowd-pulling programmes such as the Husqvarna Beach Party Obstacle Course and a Guinness World Record-breaking 67 200 kg pet food donation. New additions featured the “Doek N Slay” ladies’ event and the Bloem Old School Picnic. The Miss South Africa Plus World Fashion Parade, the primary fashion show for local designers, was also featured for the second consecutive year. It attracted a significant new breed of young and aspiring fashion designers.
According to Prinsloo, innovation thinking remains critical to sustainability of the event and improving local economy.
The event is regarded catalyst in driving the Free State’s socio-economy, contributing an estimated R70 million annually to the local economy. It created 1 150 job opportunities for security, cleaning, gate staff and temporary assistants.
Prinsloo said it remains a crucial marketing hub for more than 350 exhibitors, with roughly 45% of participants originating from the Free State.
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