The 20th edition of Meetings Africa has drawn to a close in Johannesburg on Wednesday 25th February, 2026, marking not only a milestone anniversary but a clear statement of intent about Africa’s growing stature in the global business events industry.
Hosted at the Sandton Convention Centre, Meetings Africa 2026 unfolded over three impactful days – from the thought leadership-driven BONDay on Monday to two days of intensive trade, engagement and networking on Tuesday and Wednesday. Under the theme 20 Years of Connecting Africa to the World, the event reflected both how far the platform has come and where it is headed next.
From foundations to lasting value
Reflecting on the show’s early years, Miller Matola, CEO of Millvest Advisory, said the real legacy of Meetings Africa has always been the relationships it nurtured.
“Twenty years ago, when Meetings Africa was starting out, one of the greatest things was the networks and relationships that were built, which in years to come translated into big business for South Africa,” he said. “Today, we are reaping the benefits of those early efforts. What I always remember are the connections – the people and the relationships – which have endured even up to now. That is what this industry is all about.”
Matola added that the growth of the MICE sector across South Africa and the continent has been both visible and gratifying, underscoring Meetings Africa’s role as a catalyst rather than just a marketplace.
A platform refined by structure and scale
For Nomasonto Ndlovu CEO of Beacon Africa Tourism and former Acting CEO of South African Tourism and, Meetings Africa has been a constant presence throughout her professional journey in business events.
“I was involved in the early conceptualisation stages of Meetings Africa, and it has remained a constant in my career,” she noted. “The development of the buyer selection model and the match-making diary system was a standout moment. That structured approach to curated appointments fundamentally strengthened the value proposition of the show.”
Her comments echoed a sentiment shared by many exhibitors and buyers this year – that Meetings Africa’s strength lies not just in numbers, but in the quality and intentionality of its engagements.
Economic impact and confidence from leadership
Opening the trade floor on Tuesday, South Africa’s Minister of Tourism, Patricia de Lille, placed strong emphasis on the measurable economic impact of Meetings Africa.
“Over the past three years alone, the economic impact of Meetings Africa on our GDP has nearly doubled – from R371 million in 2023 to R690 million in 2025,” she said. “During this period, the show has created and sustained more than 2,600 jobs.”
She also highlighted the scale of participation at the 2026 edition, noting that buyers from 53 countries were in attendance, alongside 375 hosted buyers, 325 exhibitors and more than 6,400 confirmed business meetings. “Each meeting represents a connection, each connection represents possibility, and each possibility represents progress,” she told delegates.
Africa’s growing voice in global business events
The continent’s growing influence was further reinforced by Senthil Gopinath, CEO of ICCA, who praised the momentum he continues to see across African destinations.
“Africa is not just growing in numbers; it is growing in confidence, capability and purpose,” he said. “Platforms like Meetings Africa are critical in nurturing new destinations, developing skills and taking Africa’s business events message to the rest of the world.”
A diverse exhibitor showcase from across the continent
A defining feature of Meetings Africa 2026 was the strength and diversity of its exhibitor line-up. The event featured more than 300 exhibitors from over 20 African countries representing a wide cross-section of the meetings ecosystem — from national and regional convention bureaux, hotel groups and destination marketing organisations, to professional conference organisers (PCOs), function venues, airlines and specialist service providers.
South Africa’s own tourism and meetings infrastructure was prominently showcased alongside emerging MICE markets from across the continent. Exhibitors included established destination authorities and convention partners promoting their conferencing facilities and service capabilities, alongside niche providers offering everything from destination logistics to event technology and specialised event services. The broad range of exhibitor categories — from accommodation with conference facilities and destination management companies, to industry associations and media partners — emphasised not just participation, but the depth of Africa’s business events value chain.
Buyers and delegates on the trade floor noted the quality and relevance of the exhibitions, with many highlighting the importance of face-to-face introductions and curated appointment systems in unlocking real business outcomes. For many African partners, Meetings Africa remains one of the few forums where suppliers can present their products, capabilities and strategic propositions to a decision-ready international and regional audience in a single, structured environment.
Across the two trade days, the exhibition floor was alive with meetings, presentations and exchanges between destinations, buyers, associations and service providers. Emerging destinations showcased readiness alongside established players, while discussions increasingly centred on legacy, sustainability and long-term partnerships.
The networking cocktail that closed the first trade day offered a fitting reflection of the show’s ethos – relaxed, inclusive and relationship-driven – reminding delegates that business events are built as much on trust as they are on transactions.
As Meetings Africa 2026 concludes, the 20th anniversary edition stands as a testament to what deliberate planning, collaboration and consistency can achieve. More importantly, it signals a future in which Africa is not merely participating in global business events, but confidently shaping them.
