Africa’s meetings, incentives, conferences and exhibitions (MICE) sector continues to gain momentum, and Meetings Africa 2026 once again underlined why the continent is increasingly being taken seriously as a global business events destination.
Organised by South African Tourism, Meetings Africa has grown over two decades into the continent’s leading MICE trade platform, connecting African suppliers with international buyers, investors and decision-makers. This year’s edition brought together more than 300 exhibitors from over 20 African countries, alongside hundreds of hosted buyers and thousands of structured business meetings, reinforcing its role as a catalyst for trade, partnerships and long-term sector growth.
Sunbird’s Strategic Play at Meetings Africa
For Malawi’s Sunbird Hotels & Resorts, Meetings Africa 2026 delivered both visibility and concrete business opportunity. According to Temwa Mhango-Kanjadza, Head of Sales, Marketing and Distribution, the group’s participation was driven by a clear commercial and positioning strategy.
“Our experience at Meetings Africa has been very positive,” she said. “We came here to unlock new leads, close business deals and create awareness around new products we have recently launched.”
The show provided a timely platform to engage with buyers actively seeking new and emerging African destinations that can combine professional meeting infrastructure with distinctive leisure and cultural experiences.
Strengthening Malawi’s Conference Infrastructure
At the heart of Sunbird’s MICE proposition is the newly launched Sunbird Livingstonia Conference Centre, located in Salima on the shores of Lake Malawi, approximately 100 kilometres from the capital.
Purpose-built to serve large conferences and regional summits, the facility can host up to 1,500 delegates, with a main plenary hall accommodating about 1,000 participants, supported by flexible breakaway rooms and dedicated catering facilities.
Sunbird operates nine hotels and resorts across Malawi, covering city, lakeside and airport locations. These include key business hotels in Lilongwe and Blantyre, as well as leisure-focused resorts that are increasingly attractive to incentive groups and conferences seeking a balance between work and relaxation.
Investing Ahead of Demand
To support growing demand, Sunbird is expanding its accommodation inventory in Salima. Sixty additional rooms are being added at Sunbird Livingstonia Beach, increasing capacity at the Livingstonia complex to around 156 rooms. Plans are also underway to expand Sunbird Waterfront from 46 to 100 rooms, positioning it as a standalone resort capable of supporting large-scale conferences and events.
“These investments are about future-proofing our offering,” Mhango-Kanjadza explained. “We want to ensure that our accommodation, meeting facilities and guest experiences meet the expectations of modern conference delegates.”
Collaboration and the Continental Opportunity
Africa currently accounts for an estimated 3 percent of the global business events market, yet industry leaders believe this figure could grow significantly with improved connectivity, infrastructure and collaboration. Meetings Africa 2026 reflected that optimism, with growing buyer interest in African destinations beyond traditional hubs.
“As African countries, we need to collaborate more,” Mhango-Kanjadza said. “For major international conferences, neighbouring countries like Malawi, Zambia and Zimbabwe can work together on bids. Distance by air is not a barrier, and collaboration strengthens our competitiveness.”
Experience as a Differentiator
Beyond infrastructure, Mhango-Kanjadza highlighted the rising importance of experience in MICE decision-making.
“Delegates are looking for more than meeting rooms,” she noted. “They want authentic experiences that reflect who we are as destinations. That is where Malawi has a real advantage.”
As Meetings Africa 2026 demonstrated, Africa’s MICE narrative is evolving from potential to performance. With sustained investment, regional cooperation and platforms that facilitate meaningful connections, the continent is steadily positioning itself as a credible and competitive business events destination – and Sunbird Hotels & Resorts is ensuring that Malawi is firmly part of that conversation.
