South Africa’s commercial capital, Johannesburg, will once again welcome Africa’s travel and business events community as it hosts another edition of Meetings Africa, the continent’s leading MICE trade show for tourism, from 23 – 25 February 2026.
Taking place at the Sandton Convention Centre, the 2026 edition marks a significant milestone — 20 Years of Connecting Africa to the world. Over two decades, Meetings Africa has grown into the most definitive market-access platform for Africa’s meetings, incentives, conferences and exhibitions (MICE) sector.
Owned and organised by South African Tourism, the show has consistently positioned Africa as a credible, competitive and creative destination for global business events, while delivering tangible economic impact across the continent.
A Continental Milestone for Business Events
The importance of Meetings Africa 2026 was underscored in July, when South Africa’s Minister of Tourism, Patricia de Lille, officially announced the dates for both Meetings Africa and Africa’s Travel Indaba.
“These are not just dates; they represent important milestones in our continent’s tourism and business events calendar. Through these events, we are solidifying South Africa’s leadership role in hosting world-class business events,” Minister de Lille said.
She further highlighted the strategic role of Meetings Africa in shaping Africa’s business events future, noting that the show “brings together key stakeholders from around the globe, positioning Africa as a competitive and creative destination for MICE activities. It also serves to connect regional and international buyers and suppliers, building a platform for the growth and development of Africa’s MICE sector.”
Strengthening Africa’s MICE Ecosystem
As Africa’s premier MICE-focused trade show, Meetings Africa 2026 convenes African exhibitors, international and regional buyers, associations, corporate planners and media under one roof. The platform facilitates high-value engagement, partnership-building and deal-making, while amplifying Africa’s collective business events offering to the world.
In an era where business tourism is increasingly recognised for its role in driving investment, job creation and skills transfer, Meetings Africa continues to stand out as a strategic enabler of growth for destinations and suppliers across the continent.
BONDay: Where Knowledge Meets Opportunity
Meetings Africa 2026 will follow its established and highly regarded format, beginning with BONDay (Business Opportunity Networking Day) on 23 February 2026, followed by the two-day trade show on 24 and 25 February.
Delivered in partnership with leading global, continental and national industry associations, BONDay provides a focused platform for education, dialogue and innovation. It addresses emerging trends, policy considerations and skills development, ensuring Africa’s business events sector remains resilient and future-ready.
The trade show itself offers a structured, appointment-driven environment that has become synonymous with Meetings Africa’s reputation as a results-oriented and business-focused event.
Media, Markets and Meaningful Connections
For exhibitors, Meetings Africa offers direct access to qualified buyers seeking African destinations, venues and services. For buyers, it provides an efficient gateway to discover Africa’s diverse and evolving MICE landscape. For media, it remains a vital platform for uncovering the narratives shaping Africa’s tourism and business events economy.
As the show celebrates its 20th anniversary, Meetings Africa reflects both the progress made by the continent and the ambition driving its next phase of growth.
Africa’s Travel Indaba: Completing the Tourism Calendar
Following Meetings Africa, South Africa will host another cornerstone event in the continental tourism calendar — Africa’s Travel Indaba 2026, scheduled for 11 – 14 May 2026, with its Business Opportunity Networking Day on 11 May.
While Meetings Africa focuses squarely on business events and MICE-led investment, Africa’s Travel Indaba showcases the continent’s leisure tourism assets, from culture and heritage to wildlife, adventure and luxury travel. Together, the two events form a complementary strategy that strengthens Africa’s positioning across both business and leisure tourism markets.
Driving Inclusive Growth and Long-Term Impact
Both trade shows are integral to South African Tourism’s broader agenda of inclusive growth, sustainability and expanded market access. They create opportunities for small and medium-sized tourism enterprises to engage global markets, form partnerships and participate meaningfully in the international tourism economy.
As Johannesburg prepares to host Meetings Africa 2026, the event stands as both a celebration of 20 years of impact and a forward-looking platform shaping the future of Africa’s business events industry. In a world where face-to-face engagement remains critical, Meetings Africa continues to connect Africa to the world — and the world to Africa.
BONDay: 23 February 2026
Show Days: 24 – 25 February 2026
Venue: Sandton Convention Centre, Johannesburg, South Africa
