The 19th edition of Meetings Africa, held from 24 to 26 February 2025 at the Sandton Convention Centre, has once again proven why it is the premier platform for Africa’s business events sector. Under the theme “Africa’s Success Built on Quality Connections,” the event brought together over 410 exhibitors from 27 African countries, alongside 320 buyers from 63 international markets, to foster collaboration, innovation, and sustainable growth within the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. With more than 8,000 confirmed meetings and a record-breaking attendance, Meetings Africa 2025 was a testament to the continent’s rising prominence as a global hub for business tourism.
A Pan-African Celebration of Unity and Ambition
The event kicked off with an electrifying opening ceremony that set the tone for two transformative days. The Soweto Gospel Choir delivered a soul-stirring performance, reminding attendees of the shared heritage and aspirations that bind the continent together. Nombulelo Guliwe, CEO of South African Tourism and programme director, welcomed attendees in multiple languages, reflecting the Pan-African spirit of the event. She emphasized the platform’s role in showcasing Africa’s vibrancy, dynamism, and boundless opportunities, stating, “This is a platform for Africa to show the world who we truly are.”
Patricia de Lille, South Africa’s Minister of Tourism, delivered a powerful keynote address, highlighting the historic significance of the event. “This is an even more exciting year as South Africa chairs and hosts the G20, a historic occasion taking place on African soil for the first time,” she said. “Africa is not just rising – it is ready. Across our vast continent, we have the talent, the resources, and the vision to host the world’s most influential business events.”
Gauteng: Africa’s Economic Heartbeat
Lebogang Maile, Gauteng’s MEC of Economic Development and Finance, celebrated the province’s role as a global meeting point. “Gauteng is the nerve centre of the South African and regional economy, contributing 33% of the national GDP,” he said. “Our young population is the driving force behind the innovation that will catalyze the African rejuvenation.” Gauteng’s youthful energy and economic prowess were on full display throughout the event, reinforcing its status as a hub for business and innovation.
A Trade Show with Impact
This year’s Meetings Africa featured a diverse array of exhibitors, including first-time participants from Chad, Guinea, Morocco, and Madagascar, as well as 85 first-time exhibitors. The event also placed a strong emphasis on Small, Medium, and Micro Enterprises (SMMEs), with 113 SMMEs showcasing their offerings. The Airline Pavilion and SMME Pavilion were particularly popular, highlighting the importance of inclusivity and accessibility in the MICE industry.
The ringing of the ceremonial bell marked the official opening of the trade show, signalling that Meetings Africa 2025 was open for business. Over the course of two days, exhibitors and buyers engaged in more than 7,200 meetings, resulting in significant business deals and collaborations. The event also saw the launch of several innovative initiatives, including MEET IQ, a data-driven platform by the Southern African Association for the Conference Industry (SAACI). This platform aims to provide industry insights, track event trends, and offer benchmarking tools for stakeholders.
Sustainability and Innovation Take Center Stage
Sustainability was a key theme at Meetings Africa 2025, with the Green Stand Awards recognizing exhibitors for their eco-friendly booth designs and operational practices. These awards underscored the event’s commitment to promoting responsible and sustainable event management. Additionally, the introduction of ‘The Brief Box’, a podcast recording studio, provided a platform for industry leaders to share insights and trends shaping Africa’s MICE industry.
Driving Africa’s Business Tourism Forward
The conference featured thought-provoking discussions on the future of Africa’s MICE industry, with a particular focus on South Africa’s role in the G20. Minister De Lille emphasized the importance of leveraging this position to showcase Africa as a strong player in global business tourism. “As the only African country in the G20, we have a responsibility to position the continent as a key destination for international investment and collaboration,” she stated.
Deputy Minister of Tourism Margie Sotyu celebrated the success of the event, highlighting its role in shaping Africa’s MICE landscape. “This event has demonstrated why Africa remains an attractive and capable continent for business tourism,” she said. “The connections made here will shape the future of our industry.”
Conclusion: Building the Future Together
Meetings Africa 2025 was more than just a trade show; it was a movement to position Africa as a global powerhouse in the MICE sector. As Minister De Lille aptly concluded, “Every handshake, every partnership, and every deal you start today is a step towards a brighter future for our beloved continent. Let us not wait for the future to come to us. Let’s build the future together.”
With its unwavering commitment to collaboration, innovation, and sustainability, Meetings Africa has once again proven that Africa is not just ready for the world—it is leading the way. The connections forged at this year’s event will undoubtedly pave the way for a brighter, more prosperous future for Africa’s MICE industry and beyond.
