For three dynamic days in Johannesburg, Africa’s business events industry came together to celebrate a remarkable milestone — 20 years of Meetings Africa connecting the continent to the world. Hosted at the Sandton Convention Centre, Meetings Africa 2026 once again proved why it remains the continent’s leading platform for trade, partnership and future-focused conversation.
From strategic BONDay discussions to bustling trade floor meetings and high-impact networking, the event reinforced Africa’s growing influence in the global MICE landscape — and the powerful role business events play in driving economic growth.
Day 1: BONDay Sets the Strategic Tone
The event officially opened with BONDay, a dedicated thought-leadership and industry engagement day designed to shape conversations before the exhibition floor opened.
Industry leaders explored topics ranging from global market trends and Africa’s positioning in business events to the role of sport, culture and creativity as economic drivers. Discussions highlighted how business events are evolving from simple networking opportunities into strategic platforms for collaboration, innovation and development.
Key themes included:
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Africa’s growing influence in global business events
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Sustainability and legacy initiatives
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The rise of experiential and regenerative events
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Collaboration across tourism, culture and sport sectors
Speakers emphasised that Africa’s strength lies in authentic storytelling, innovation and meaningful partnerships — all central to the Meetings Africa ethos.
BONDay closed with strong momentum, setting the stage for two days of high-energy trade and networking.
Day 2: Trade Floor Energy and Global Connections
Day 2 marked the opening of the exhibition floor — and the atmosphere was electric.
Minister of Tourism Patricia de Lille officially welcomed delegates, highlighting the significant economic impact of Meetings Africa and the role it continues to play in strengthening South Africa’s tourism and business events sector. Over the past three years alone, the event’s contribution to GDP nearly doubled, while thousands of jobs were supported through industry activity.
The numbers reflected the scale of the show:
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Buyers from over 50 countries
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Hundreds of exhibitors representing Africa’s destinations and suppliers
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Thousands of confirmed business meetings taking place across the two exhibition days
Beyond the numbers, the real value was found in the connections being made — destinations engaging global buyers, service providers showcasing innovation, and industry professionals collaborating on future opportunities.
Sessions during the day explored topics such as tourism growth, creative collaboration, sports tourism and sustainable development — all reinforcing how integrated business events have become within the wider tourism economy.
Day 3: Celebrating Progress and Looking Ahead
The final day of Meetings Africa 2026 focused on legacy, recognition and future growth.
Industry veterans reflected on two decades of progress, highlighting how the event has evolved from a trade show into a vital platform driving business across the continent.
A strong focus remained on sustainability and long-term impact, with initiatives like the Sustainability Village showcasing local artisans and responsible event practices — ensuring the benefits of the show extend beyond the exhibition floor.
The closing celebrations marked not only the end of a successful edition, but also the beginning of a new chapter for African business events. Conversations throughout the event reinforced a shared vision: positioning Africa as a competitive, innovative and globally connected destination for meetings, incentives, conferences and exhibitions.
A Platform Driving Real Economic Impact
Meetings Africa continues to demonstrate measurable value for South Africa and the continent. The event supports trade, investment and tourism growth while creating opportunities across hospitality, transport, creative industries and small businesses.
As industry leaders noted throughout the week, business events are no longer just about gatherings — they are engines for development, collaboration and transformation.
As the doors closed on Meetings Africa 2026, one thing was clear: the momentum built over the last 20 years is only accelerating.
From powerful conversations on BONDay to the energy of the exhibition floor and the celebration of partnerships formed, Meetings Africa once again proved that Africa is not only ready for global business — it is leading the conversation.
And as delegates departed Johannesburg, the message echoed strongly:
Connections made here will shape the future of Africa’s business events industry.
