Meetings Africa 2025, held from 24 to 26 February at the Sandton Convention Centre, cemented its status as the premier platform for Africa’s business events sector. With an expanded trade floor, a record number of exhibitors, and thought-provoking discussions, this year’s event underscored the continent’s commitment to collaboration, innovation, and sustainable growth within the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
A Pan-African Showcase of Business Tourism
With participation from 27 African countries, Meetings Africa 2025 successfully brought together exhibitors, buyers, and stakeholders to foster cross-border partnerships and highlight the continent’s capabilities in hosting world-class business events. Over 7,200 meetings were scheduled, leading to significant business deals and collaborations. The event also placed a strong emphasis on Small, Medium, and Micro Enterprises (SMMEs), further promoting inclusivity in the industry.
Ministerial Insights: Driving Africa’s Business Tourism Forward
The conference featured keynote addresses from Minister of Tourism Patricia de Lille and Deputy Minister of Tourism Margie Sotyu, both of whom highlighted key initiatives aimed at boosting South Africa’s position as a global business tourism destination.
Minister De Lille emphasized the urgent need to improve air connectivity to and from South Africa. Speaking on the government’s Tourism Route Development Marketing Plan, she noted, “We can’t just trade on our beauty anymore. We must actively enhance accessibility and competitiveness to attract more international business travellers.” She also introduced three key digital transformation initiatives: the Trusted Tour Operators Scheme, Electronic Travel Authorization (ETA), and the Digital Nomad Visa, all designed to streamline travel to South Africa for business and leisure visitors.
Deputy Minister Sotyu, in her speech, celebrated the success of the event and its role in shaping Africa’s MICE landscape. She applauded the participation of exhibitors and buyers, saying, “This event has demonstrated why Africa remains an attractive and capable continent for business tourism. The connections made here will shape the future of our industry.” She also lauded the Airline Pavilion and SMME Pavilion for their contributions to fostering accessibility and inclusivity within the sector.
G20 and Africa’s Business Tourism Growth
A major topic at Meetings Africa 2025 was South Africa’s role in the G20 and how it can leverage this position to strengthen business tourism. Minister De Lille emphasized that South Africa’s participation in the G20 provides a unique opportunity to showcase the country as a key MICE destination. “As the only African country in the G20, we have a responsibility to position the continent as a strong player in global business tourism,” she stated. Discussions at the event explored ways in which Africa’s MICE sector can attract more international investment and collaborations through its engagement in global economic forums like the G20.
Innovation and Sustainability at the Forefront
This year’s Meetings Africa introduced several new features, including ‘The Brief Box’ podcast recording studio, where industry leaders shared insights and trends shaping Africa’s MICE industry. Sustainability remained a key theme, with the Green Stand Awards recognizing exhibitors for their eco-friendly booth designs and operational practices.
SAACI’s Call to Action: Engaging with Data Through MEET IQ
The Southern African Association for the Conference Industry (SAACI) launched the MEET IQ initiative at Meetings Africa 2025, emphasizing the importance of data-driven decision-making in the MICE industry. This new platform aims to provide industry insights, track event trends, and offer benchmarking tools for stakeholders. SAACI CEO Glenton de Kock urged members to actively engage with the platform, stating, “We cannot continue making decisions without data. MEET IQ will empower industry players with real-time insights to drive growth and innovation.”
Green Stand Award Superstars: Recognizing Sustainable Excellence
A highlight of the event was the recognition of exhibitors who demonstrated commitment to sustainability through their booth designs and practices. The Green Stand Awards celebrated both large and small exhibitors who incorporated eco-friendly materials and innovative approaches to minimize environmental impact. These awards underscored Meetings Africa’s ongoing commitment to promoting responsible and sustainable event management.
Strengthening Professionalism in the Events Industry
Meetings Africa 2025 also placed a strong focus on professional development within the industry. The Southern African Communications Industries Association (SACIA) hosted an awards ceremony recognizing professionals and young talent in event management. Twenty professional designations were awarded, along with certifications for industry training programs. Minister Patricia de Lille reinforced the importance of accredited training, stating, “The future of tourism is in your hands. You are not just the future – you are the present.”
A Promising Future for Africa’s MICE Industry
As Meetings Africa 2025 concluded, optimism for the future of the African MICE industry was palpable. The partnerships formed, deals signed, and innovative ideas exchanged at the event will undoubtedly shape the growth and sustainability of business tourism across the continent.
With South Africa positioning itself as a gateway to Africa and an increasingly competitive global destination, Meetings Africa remains a beacon of opportunity, collaboration, and progress for the entire continent.
For more highlights and insights from the event, visit www.southafrica.net.
