South Africa’s commercial capital, Johannesburg, officially welcomed Africa’s business events community on Tuesday as the 20th edition of Meetings Africa opened at the Sandton Convention Centre, celebrating two decades of connecting Africa to the world through business events.
Opening the ceremony and the trading floor, South Africa’s Minister of Tourism, Patricia de Lille, framed Meetings Africa as one of the country’s most strategic tourism platforms, highlighting its growing economic impact and its role in strengthening Africa’s position in the global meetings, incentives, conferences and exhibitions (MICE) market.
“Ladies and Gentlemen, welcome to the 20th edition of Meetings Africa,” the Minister said. “Since its launch in 2005, this platform has served as a bridge – connecting African suppliers with global buyers, destinations with investors, policy with partnership, and opportunity with execution.”
De Lille revealed that over the past three years alone, the economic impact of Meetings Africa on South Africa’s GDP has nearly doubled, growing from R371 million in 2023 to R690 million in 2025, while creating and sustaining more than 2,600 jobs. She said these figures demonstrated the real value of business events as drivers of inclusive economic growth.
The Minister also pointed to the scale and diversity of participation at this year’s show, with buyers from 53 countries, 375 hosted buyers, 325 exhibiting companies and more than 6,440 confirmed business meetings scheduled over the two-day trade programme.
“Each meeting represents a connection. Each connection represents possibility. And each possibility represents progress,” she said.
Supporting the national perspective, Gauteng MEC for Finance and Economic Development, Lebogang Maile, described Meetings Africa as a cornerstone of Gauteng’s visitor economy and a powerful engine for shared prosperity across the province.
Maile said tourism in Gauteng was not simply about arrivals or marketing impressions, but about jobs for young people, opportunities for small and township-based enterprises, revitalised heritage assets and inclusive participation across the province’s five regional corridors. He noted that over its 20-year history, Meetings Africa had grown not just in scale, but in confidence, convening power and the quality of African connections it facilitates.
On the trade floor, the opening day was marked by a high level of engagement, as exhibitors from across Africa met with international and regional buyers in pre-scheduled meetings. Destination marketing organisations, convention bureaux, hotels and professional conference organisers used the platform to showcase new products, infrastructure and experiences, while delegates described the mood as purposeful and deal-focused.
The official opening set the tone for two days of business exchange, knowledge-sharing and networking, reinforcing Meetings Africa’s reputation as a results-driven marketplace rather than a showcase alone.
The day concluded on a relaxed and social note, with delegates gathering for a networking cocktail on the Sandton rooftop, overlooking the city skyline. The informal setting provided space for conversations to continue beyond the meeting tables, reflecting the event’s core philosophy that strong relationships underpin successful business events.
As Meetings Africa marks its 20th anniversary, the opening day underscored a clear message – that business events remain central to tourism growth, economic impact and Africa’s collective future on the global stage.
