Dozens of Irish firms begin an Enterprise Ireland trade mission to South Africa this week.
The delegation, led by Minister for Enterprise, Trade and Employment Micheál Martin, will focus its five-day trip in Johannesburg and the capital, Pretoria.
Enterprise Ireland has already completed successful trade visits to India, Japan, China and Ukraine during 2006.
South Africa, with a population of just under 50 million, has the largest economy in Africa and hosts the next Fifa World Cup in 2010.
Enterprise Ireland believes Irish businesses can secure vital new markets for their products and services in the Rainbow Nation — which achieved democracy in 1994.
Firms travelling will be drawn from the telecommunications, IT, construction, banking and financial services sectors.
"The present economic indicators show a very positive position and business in South Africa is booming," an Enterprise Ireland spokesman said. "With the resultant raised demand throughout the economy, this in turn has created many new business opportunities for a broad spectrum of Irish exporters.
"The close relationship between Ireland and South Africa puts Irish business in a prime position to contribute to and benefit from this exciting economic transformation," he added.
The visit will focus on Irish companies who have included South Africa in their business development strategy for 2006.
The itinerary includes networking events with prospective South African clients and a VIP dinner hosted by the Irish Ambassador, Colin Wrafter.
Enterprise Ireland will lead a trade mission to Canada next month.