In this South African Tourism Brand Update, we spotlight the 18th edition of Meetings Africa – the continent’s premier business events trade show. Buyer and exhibitor registrations are open ahead of the 2025 showcase at the Sandton Convention Centre in Johannesburg from February 24-26.
As peak travel season begins for the Indian and Chinese markets, Gcobani Mancotywa, Regional General Manager: Asia/Australasia/Middle East, outlines SA Tourism’s strategic campaigns to attract travellers from these markets, shares insights into their travel behaviours and explains how the Trusted Tour Operator Scheme, launching this month, will help make travel easier from these regions.
Read about the appointment of the South African National Convention Bureau (SANCB) as the Africa destination partner of ASSOCIATIONWORLD at the Brussels International Association Forum.
Nonnie Kubeka, Head of the Gauteng Convention & Events Bureau, shares a comprehensive overview of South Africa’s business events landscape, exploring key trends, opportunities and challenges shaping the industry.
Finally, SAT will lead 19 South African tourism trade members to Vakantiebeurs in the Netherlands this month. Abby Jacobs, SA Tourism’s Interim Head of the North Europe source market, highlights some key initiatives and exclusive networking events SAT has planned for the show.
Growing the continent's business events industry one meeting at a time
The 19th edition of Meetings Africa will continue to set the stage to build and grow Africa's business events sector.
Registration for buyers and exhibitors opened on December 23 last year. SA Tourism and the SANCB hope to see a remarkable increase in 2025 attendees compared with the 3 480 hosted in 2024 (the event's highest attendance since 2019).
In line with SA Tourism’s mandate to drive and revitalise the tourism industry, the resurgence of Meetings Africa will also enhance and display the continent's capacity for hosting business events while highlighting destination South Africa's business and leisure tourism offerings and experiences.
Organising business events in Africa enhances international trade connections and highlights the local market's offering to a worldwide audience. According to global insights firm Allied Market Research, the business events industry in Africa is witnessing remarkable expansion.
With an estimated value of approximately US$16.6 billion in 2023, it is expected to rise to about US$65.6 billion by 2032, reflecting a compound annual growth rate of 16.8%.
The 2025 edition of Meetings Africa will feature a brand-new educational programme designed in collaboration with leading trade associations and, true to its nature, will remain committed to fostering inclusive economic growth by driving meaningful connections between established industry players and small, medium and micro enterprises.
In addition, the Future Leaders Forum will continue to nurture the next generation of industry professionals with this targeted programme designed for students and emerging leaders.
"This pan-African trade show was born in response to the global meetings industry's growing recognition of the continent as a sought-after events destination. We are excited to announce that we are ready for next year's edition of this important event and look forward to welcoming the business events sector to Johannesburg," says Bjorn Hufkie, SANCB's GM: Business Event Sales.
Meetings Africa will be hosted with the support of SAT partners: Gauteng Tourism Authority, Joburg Tourism Company and the Sandton Convention Centre.
Visit the official website www.meetingsafrica.com for more information about the event.
