Meetings Africa 2025: Boosting South Africa’s Tourism Economy
Excitement is building as Meetings Africa 2025 approaches, with the official media launch event recently held at the Johannesburg Stock Exchange. This flagship event, hosted by South African Tourism in partnership with the Gauteng Tourism Authority, Johannesburg Tourism Company, and the Sandton Convention Centre, is set to take place from February 24th to 26th, 2025, at the Sandton Convention Centre in Johannesburg. For African travel agents, this event is crucial for networking, discovering new business opportunities, and staying ahead of the latest trends in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.
This year's Meetings Africa holds particular significance as it precedes the G20 Summit, which will be hosted on African soil for the first time in November. This positions the event as a pivotal platform for showcasing Africa’s business event capabilities on a global stage. Meetings Africa 2025 aims to unlock Africa’s Opportunities Through Quality Connections by connecting African business event product owners with influential international buyers, encouraging business deals, and creating strategic partnerships that will spur the industry's growth.
Meetings Africa has consistently demonstrated its economic impact, contributing R420 million to the South African economy in 2024, with a direct impact of R145 million and an indirect impact of R275 million. This builds on the success of 2023, when the event contributed R388.5 million. These figures underscore the event's importance in driving economic growth, job creation, and enhancing the reputation of Johannesburg and South Africa as premier business hubs for the continent.
During the launch event, South Africa’s Minister of Tourism, Honourable Patricia de Lille, highlighted Meetings Africa’s role in showcasing Africa's diverse destinations and unique offerings for business events. Mlungisi Mabaso, Acting Mayor of the City of Johannesburg, emphasized that events like Meetings Africa not only attract visitors but also create economic opportunities for local residents. These statements reinforce the event's position as a critical platform for fostering economic empowerment and growth in South Africa.
A panel discussion featuring key industry leaders further underscored the importance of harnessing the power of business events for the benefit of the African continent. Speakers such as Nombulelo Guliwe, CEO of South African Tourism, and Barba Gaoganediwe from the Gauteng Tourism Authority, emphasized the value of collaborations and partnerships. The event also showcased new exhibitors like Sean Uys from Beach and Bush, and Liora Brenkman from Rossco Shuttles and Tours, who highlighted the event's potential for exposure, networking, and business growth, especially for small businesses.
Meetings Africa is a vital platform for boosting the MICE industry across the African continent, acting as a powerful strategic platform for local Small, Micro, and Medium Enterprises (SMMEs). With more than 40 countries already represented by registered delegates, Meetings Africa 2025 promises to create valuable connections while promoting inclusive economic growth. Travel agents should not miss this opportunity to connect with other industry professionals.
Meetings Africa 2025 is set to take place over three days, starting with a Business Opportunities Networking Day (BONDay) on February 24th, followed by the main Exhibition Days on February 25th and 26th. The event will be held at the Sandton Convention Centre in Johannesburg. Media accreditation is currently open for those wishing to attend, providing an excellent opportunity to stay updated on the latest trends and news in the MICE industry. This event will be very beneficial to any African travel agent wishing to boost their MICE portfolio and grow their network.
