By: Lonwabo Mtyeku | Photo Credit: Community Newsroom
JOHANNESBURG, South Africa — 23 February 2026 — The 20th edition of Meetings Africa has officially launched at the Sandton Convention Centre, reaffirming its position as the continent’s leading business events and trade platform. The three-day event, running from 23 to 25 February, brings together government representatives, industry leaders, exhibitors, and international delegates to strengthen Africa’s meetings, incentives, conferences, and exhibitions (MICE) sector.
Building Strategic Partnerships
This year’s conference focuses on fostering collaboration to address global economic challenges and promote Africa as a preferred destination for business tourism and investment. Delegates are engaging in high-level discussions to identify trade synergies, develop networked value chains, and enhance cross-border business opportunities.
With attendees from over 50 countries and thousands of scheduled meetings, the event underscores renewed confidence in South Africa as a business hub. Research shared at the opening highlights Meetings Africa’s significant economic impact, generating an estimated R690 million and supporting more than 2,600 jobs in previous editions.
Economic Opportunities and Growth
South Africa’s Minister of Tourism, Patricia de Lille, emphasised the trade show’s role in stimulating job creation and attracting international business. The 2026 edition hosts nearly 375 buyers, 325 exhibitors, and over 6,440 confirmed business interactions, demonstrating the sector’s strength and potential.
Organisers describe Meetings Africa as a pivotal event for unlocking tangible economic benefits, from increased hotel occupancy to boosting local service industries, while positioning Johannesburg as a key gateway for continental business travel.
Knowledge Sharing and Sustainability
Beyond networking and trade, Meetings Africa 2026 offers seminars and workshops on sustainable event management, hybrid conferencing technologies, and business-friendly regulatory frameworks. Discussions also address investment, skills development, and regional integration, supporting Africa’s broader economic growth goals.
A Platform for Continental and Global Impact
The event serves as a hub for diplomatic engagement, private-sector investment discussions, and destination promotion. Its influence extends well beyond the three-day programme, strengthening South Africa’s business tourism profile and setting the stage for Africa’s Travel Indaba 2026 in May.
For South Africa and the wider continent, Meetings Africa 2026 represents more than a trade show — it is a landmark event that fosters collaboration, drives economic growth, and showcases Africa’s potential on the global stage.
