Collaboration and sustainability @ Meetings Africa 2024 | The Planner

Meaningful connections flourished at Meetings Africa 2024, affirming its stature as the continent’s premier platform for the business events sector. The event boasted participation from over 380 exhibiting companies representing 22 African nations. Drawing in a diverse array of industry professionals – including 371 international, regional, and local buyers – the gathering in Sandton, Johannesburg, solidified Africa’s standing as a leading destination for business events within the MICE sector. The trade show celebrated fruitful engagement and commerce. Key industry trends such as sustainable tourism, artificial intelligence (AI), and professional development remained in focus throughout the event.

Newcomers like Paul Chibwe from Willch Travel and Tours (Zambia) lauded the event’s organisation, noting its seamless facilitation of networking opportunities. Similarly, Baityr Diaw, the Commercial Director for the Mangalis Group of hotels (Côte d’Ivoire), expressed enthusiasm for forging valuable partnerships. Returning participants, such as South African businesswoman Lihle Mahlangu, shared optimistic outlooks on future collaborations.

Minister Patricia de Lille emphasised Africa’s readiness to host events of all scales, highlighting Meetings Africa as evidence of the continent’s capabilities.


The educational programme received praise from South Africa’s Tourism Deputy Minister Mahlalela, who underscored the event’s role in fostering innovation and knowledge exchange within the tourism sector.

South African Tourism CEO Nombulelo Guliwe announced a partnership with the Event Greening Forum (EGF) to evaluate the exhibition’s sustainability efforts. This commitment to sustainability was further exemplified through the Sustainability Village, promoting local goods and environmental responsibility.


Meetings Africa 2024 witnessed a significant rise in attendance, reaching 3 480 participants, the highest since 2019. The Business Opportunities Networking Day (BONDay) attracted 1 535 attendees, emphasising the importance of collaboration. Exhibiting companies increased to 382, with 371 buyers in attendance, showcasing sustained interest in the event’s offerings. The continued media presence with 179 representatives reflected ongoing enthusiasm for covering the event and its impact on the industry.