Photo Credit: SA Tourism. Left, ICCA CEO Dr Senthil Gopinath and ICCA President Marta Gomes
As Africa’s business events ecosystem continues its steady ascent, the International Congress and Convention Association (ICCA) is sharpening its focus on the continent – not simply as a growth market, but as a strategic pillar of the global meetings industry.
Speaking to VoyagesAfriq on the sidelines of Meetings Africa 2026 in Johannesburg, ICCA Chief Executive Officer Dr Senthil Gopinath outlined a clear and deliberate vision: Africa’s business events growth must be purpose-driven, capability-led and globally positioned.
“We never look at Africa purely from a numbers perspective,” Dr Gopinath said. “Our focus is on how ICCA can assist the continent to grow its business events ecosystem in a sustainable and structured way.”
Dr Gopinath was clear that ICCA’s engagement with Africa goes far beyond increasing membership counts. Instead, the emphasis is on ecosystem development – supporting destinations as they mature and integrate into the global meetings economy.
Across the continent, new convention bureaux are being established, infrastructure is expanding, and cities are investing in convention centres, hotels and commercial hubs.
“We are seeing new destinations coming on stream, new bureaux opening up, and facilities developing across Africa. ICCA’s role is to advocate for the sector across the entire continent, while supporting skills development, knowledge transfer and stakeholder engagement.”
He stressed that education remains foundational to growth. “Education is critical. Destinations must understand not just how to attract meetings, but how to sustain growth and deliver value over time.”
Meetings Africa as a knowledge platform
For ICCA, Meetings Africa has evolved into more than a trade show – it is a continental knowledge and engagement platform.
“I have been coming to Meetings Africa for the last five years, and the growth has been phenomenal,” Dr Gopinath observed. “Not just in size, but in the quality of engagement and the depth of international participation.”
He noted that the event is increasingly attracting global experts who both share knowledge and learn from Africa, reinforcing a two-way exchange that is essential for long-term credibility.
“This kind of platform is not about size. It is about purpose. Purposeful growth delivers lasting impact.”
Africa’s global validation – ICCA Congress 2027
One of the clearest signals of Africa’s rising stature in the global meetings industry is the decision to award the ICCA Congress 2027 to Rwanda – a milestone Dr Gopinath described as deeply symbolic.
“It sends a strong message that Africa is no longer on the margins of global business events. The world is recognising the continent’s readiness, professionalism and potential.”
The Congress, ICCA’s flagship global gathering, will bring the world’s leading association executives, destination leaders and policymakers to Africa, further amplifying the continent’s visibility and credibility.
While Africa currently accounts for roughly 4% of global business events activity, ICCA data shows that the continent has been one of the fastest-growing regions globally, recording more than 25 per cent growth in membership participation and engagement in recent years.
“I see significant momentum building in Africa through 2026, 2027 and 2028,” Dr Gopinath said. “We already have a strategic plan in place for the next three years, and the outlook is extremely positive.”
What matters most, he added, is not how many members join, but how deeply stakeholders engage across the ecosystem.
A market delivering real impact
South Africa’s Minister of Tourism, Patricia de Lille, noted during the opening of Meetings Africa trading floor that the event’s economic contribution has nearly doubled over the past three years – from R371 million in 2023 to R690 million in 2025 – while sustaining more than 2,600 jobs.
For ICCA, such figures reinforce the argument that business events are not symbolic – they are economic infrastructure.
As Africa positions itself more assertively within the global meetings industry, ICCA’s message remains consistent: growth must be intentional, inclusive and globally aligned.
“Africa’s opportunity is immense,” Dr Gopinath said. “But real success will come from purposeful development – building destinations, people and systems that can compete confidently on the world stage.”
With Kigali set to host the ICCA Congress in 2027 and platforms such as Meetings Africa continuing to mature, Africa’s business events future is no longer hypothetical – it is actively being built.
