This year’s Meetings Africa, which concluded on Wednesday last week (February 28) at the Sandton Convention Centre, saw a remarkable increase in attendees, reaching 3 480, compared with 2 987 in 2023, marking a significant uptick and the highest attendance since 2019.
The business events trade show has also been hailed for the meaningful connections that were made at this year’s edition, solidifying its position as the continent’s go-to platform for the business events sector, with 22 African nations participating.
The Business Opportunities Networking Day (BONDay) saw 1 535 attendees, offering a dedicated session for networking and collaboration ahead of the main event.
The number of exhibiting companies rose to 382 in 2024 from 355 in 2023. The event attracted 371 buyers, a notable increase from 273 in 2023.
Industry trends, including sustainable tourism, artificial intelligence, and continuous sector professionalisation were prominent themes.
Positive feedback
The trade show left a lasting impression on newcomers, who were complimentary about the event’s professionalism and rich future prospects.
Paul Chibwe from Willch Travel and Tours (Zambia), attending the event for the first time, expressed his high praise for the organisation. "This event has not only met but exceeded our expectations. Everything was impeccably organised, fostering a conducive environment for networking and exchanging thoughts and ideas. It has truly met our expectations."
Another newcomer, Baityr Diaw, Commercial Director for the Mangalis Group of hotels (Côte d’Ivoire), stated: “The experience has been really amazing. From as early as 09h00, we have been meeting people and building what I believe are very important relationships with future partners.”
Meetings Africa also provided a platform for returning participants like South African businesswoman Lihle Mahlangu to showcase their work. “Business has been good,” she said. “I have networked with some people from here and Europe. I see great prospects ahead.”
These positive sentiments were echoed by Minister of Tourism Patricia de Lille in her opening address. Emphasising Africa’s readiness to host events of all sizes, she declared: “I have no doubt that even here at Meetings Africa, it will be clear for all to see that the African continent is the best place to bring all meetings, events, expos, and indeed incentive trips.”
At the show’s educational programme, South Africa’s Deputy Minister of Tourism Fish Mahlalela emphasised Meetings Africa’s vital role in knowledge exchange and innovation within tourism. He highlighted the event’s evolution as a premier platform, fostering crucial connections between buyers and exhibitors.
He underlined the essence of knowledge exchange as a driver for innovation, collaboration, and skills development. “The time has come for us to rewrite the narrative on Africa,” the Deputy Minister said, advocating for a vision that portrayed the continent not as a land mired in wars and poverty but as a vibrant and dynamic player on the global stage.
South African Tourism’s commitment to sustainability came through new South African Tourism CEO Nombulelo Guliwe, who announced a partnership with the Event Greening Forum to assess the exhibition’s greening initiatives.
This commitment extends beyond individual actions, as Meetings Africa features the Sustainability Village, showcasing locally produced goods fostering economic sustainability and environmental responsibility.
