Meetings Africa 2025 – now in its 19th year – looks set to make another significant contribution to Gauteng and Johannesburg’s revenue having contributed around R420m (€21.7m) to the coffers last year.
A total of R215m (€11.1m) directly benefitted Johannesburg’s economy while the event also bolstered Gauteng’s GDP by approximately R275m (€14.2m) and supported 563 jobs within the province.
This year’s Meetings Africa will again be at Johannesburg’s Sandton Convention Centre from February 24-26. Organisers expect further growth on the 2024 figures.
With media and visitor registrations now open and exhibitor and buyer registrations launched in November 2024, there has already been strong interest, said Bjorn Hufkie, General Manager: MICE Sales at South Africa National Convention Bureau, a business unit of South African Tourism.
New buyer segments
Since registration opened, a total of 278 buyer applications from 57 countries have been received, including representation from South Africa’s core source markets. “All buyers are rigorously vetted by a recognised international company, ensuring high-quality connections that foster meaningful business opportunities for African exhibitors,” explained Hufkie.
For the first time this year, Meetings Africa 2025 has partnered with the Council of Event Professionals Africa (CEPA) to introduce certified CEPA members as local and regional buyers.
This initiative supports engagement between small and medium enterprises (SMEs) and key stakeholders across the continent, promoting inclusive economic growth and expanding networking opportunities.
“Small and medium-sized enterprises are the engines of Africa’s economy,” noted Hufkie. “By connecting SMEs with influential buyers and stakeholders, Meetings Africa is driving growth and ensuring that opportunities in the business events sector are shared equitably across the continent.”
‘Powerful platform’
Hufkie pointed out that Meetings Africa is a well-established trade platform with a proven history of delivering exceptional return on investment for buyers and exhibitors. “Meetings Africa is more than just a trade exhibition; it is a powerful platform to showcase the talent, creativity and opportunities that Africa’s business events sector has to offer.
“This year’s expanded offerings reflect the vibrant and dynamic growth of our industry across the continent. We are proud that our nation plays host to such a prestigious event and we look forward to showcasing Africa’s finest to the world. It’s a wonderful opportunity to connect with our neighbouring countries from across our continent.”
Ongoing partnership with ICCA
The collaboration between Meetings Africa and the International Congress and Convention Association (ICCA) continues to elevate the event’s global impact, according to Hufkie.
The international association sector is crucial for economic growth on the continent, fostering innovation through knowledge sharing and driving sector growth by attracting investments and forming strategic partnerships.
“Our partnership with ICCA ensures Meetings Africa remains at the forefront of global trends, driving real economic impact for Africa,” said Hufkie. “Together, we are showcasing the continent’s potential and creating a legacy of innovation, collaboration and growth.
“Meetings Africa plays a critical role in advancing Africa’s business events sector, driving infrastructure development and positioning the continent as a global hub for innovation and business tourism.”
