Celebrating 20 Years Meetings Africa Marks 20 Years of Connecting the Continent
Right now, as you read this, Johannesburg is buzzing with activity as the city plays host to one of the most important gatherings on the African tourism calendar. The 2026 edition of Meetings Africa is underway at the Sandton Convention Centre, running from 23 to 25 February, and this year carries special meaning — it celebrates two full decades of building bridges between Africa's business events industry and the rest of the world.
What started as a platform to showcase the continent's meetings, incentives, conferences and exhibitions sector has matured into a powerful marketplace where deals are made, partnerships are born, and Africa's reputation as a serious MICE destination continues to grow stronger with every passing year. Owned and run by South African Tourism, the event has played a central role in demonstrating that African cities, venues and service providers can compete on the global stage.
South Africa's Minister of Tourism, Patricia de Lille, set the tone months ago when she confirmed the dates for both Meetings Africa and Africa's Travel Indaba. She described these gatherings as far more than calendar entries, calling them critical milestones that reinforce the country's leadership in hosting world-class business events. Her message was clear: these platforms exist to bring together stakeholders from every corner of the globe and to position Africa as a destination that is both creative and competitive in the MICE space.
The format for this year's edition follows a well-tested structure that has earned Meetings Africa its strong reputation. BONDay — short for Business Opportunity Networking Day — opened proceedings on 23 February, offering a dedicated space for education, fresh thinking and industry dialogue. Developed in collaboration with leading global and continental associations, BONDay tackles the trends and policy issues that will shape the future of business events across Africa. It is designed to ensure the sector stays adaptable and ready for whatever comes next.
The main trade show on 24 and 25 February brings together African exhibitors, international and regional buyers, corporate planners, associations and media professionals under one roof. With its structured, appointment-driven setup, the event is built for results — making it easier for exhibitors to meet qualified buyers looking for African destinations, venues and services, and for buyers to explore the continent's wide and growing MICE offering.
The economic impact of business tourism in Africa cannot be overstated. The MICE industry contributes billions to GDP each year, supports thousands of jobs and creates demand across related sectors such as transport, hospitality and event management. For small and medium-sized enterprises in the travel and tourism space, events like Meetings Africa open doors that might otherwise remain closed — giving them the chance to engage with global markets and form meaningful partnerships.
Looking further ahead, Johannesburg and Durban have been confirmed as the host cities for Meetings Africa and Africa's Travel Indaba respectively for the next five years. The next big date to mark is Africa's Travel Indaba 2026, scheduled for 11 to 14 May in Durban. While Meetings Africa zeroes in on business events, the Indaba showcases leisure tourism assets ranging from wildlife and adventure to culture and luxury experiences. Together, these two events form a powerful combination that strengthens the continent's position across both the business and leisure tourism markets.
For professionals across sub-Saharan Africa working in the travel trade, the message from Johannesburg this week is one of ambition and opportunity. The MICE sector is evolving fast, and those who invest in knowledge, networks and partnerships today will be the ones best placed to benefit from the growth that lies ahead. Twenty years of Meetings Africa have laid a solid foundation — the next chapter promises even greater things for the continent.
