Key South African Trade Shows Set 2026 Dates, Eyeing Growth
South African Tourism has announced the 2026 dates for its flagship trade shows, Meetings Africa and Africa’s Travel Indaba, signaling a renewed focus on boosting the continent's tourism sector. These events, vital for connecting African tourism businesses with global markets, are strategically positioned to drive economic growth and create opportunities for travel professionals across the continent.
Meetings Africa, specializing in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, will take place from 23 to 25 February 2026, preceded by a Business Opportunity Networking Day (BONDay) on 22 February. This premier business events trade show aims to showcase Africa's capabilities as a creative and competitive MICE destination, facilitating valuable connections between African suppliers and international buyers.
Africa’s Travel Indaba, renowned for promoting leisure tourism, is scheduled for 11 to 14 May 2026, with its BONDay on 10 May. This leading travel marketing event brings together a diverse range of African tourism products, services, and experiences, offering a global platform for promoting the continent's unique offerings.
Tourism Minister Patricia de Lille emphasized the significance of these events, highlighting their role as milestones in Africa's tourism calendar. She underscored South African Tourism's commitment to partnering with the global tourism sector, fostering valuable connections, and affirming South Africa's position as a premier host for world-class business events.
Meetings Africa has consistently demonstrated its ability to generate substantial economic impact. In 2024, the event contributed over R420 million to South Africa's economy and created more than 770 jobs. With projected growth based on attendance trends, the 2026 edition is expected to generate even greater economic benefits for the host city.
Africa’s Travel Indaba has also achieved remarkable success, generating over R500 million for Durban's economy in 2024 and creating over 1,000 jobs. The 2025 event is projected to generate R574 million, further demonstrating its economic significance. These figures underscore the potential of these trade shows to drive economic growth and create employment opportunities within the tourism sector.
Both events have a strong track record of supporting SMMEs, providing them with access to global markets and promoting inclusive economic growth. Meetings Africa featured 113 SMMEs in 2025, while Africa’s Travel Indaba supported 120 SMMEs in 2024 through the Department of Tourism’s Market Access Support Programme. This focus on empowering smaller businesses is crucial for long-term sector sustainability and broad-based economic development.
The MICE industry in Africa is experiencing robust growth, projected to reach \$65.6 billion by 2032. South Africa, with a market size of \$17.05 billion in 2024, is positioned as a key player in this expanding market. Meetings Africa is strategically placed to capitalize on this growth, attracting international buyers and showcasing the continent's evolving MICE infrastructure and capabilities.
Africa’s Travel Indaba has consistently innovated to enhance its offerings and maximize its impact. Recent innovations include an upgraded mobile app with integrated navigation, sessions on AI and technology in tourism, and a dedicated Airline Pavilion to promote air connectivity. These initiatives reflect the event's commitment to staying at the forefront of industry trends and providing valuable resources for travel professionals.
South African Tourism is currently conducting a competitive bidding process to select host cities for both trade shows from 2026 onwards. This process aims to ensure that the events continue to evolve, innovate, and deliver maximum impact for all stakeholders. The selected cities will benefit from increased tourism revenue, job creation, and enhanced global visibility.
The announcement of the 2026 dates for Meetings Africa and Africa’s Travel Indaba provides valuable planning certainty for African travel agents. These events offer unparalleled opportunities to connect with international buyers, showcase tourism products and services, and gain insights into the latest industry trends. By actively participating in these trade shows, African travel professionals can strengthen their businesses, expand their networks, and contribute to the sustainable growth of the continent's tourism sector.
The strategic focus on sustainability, innovation, and inclusive growth at both Meetings Africa and Africa’s Travel Indaba aligns with global tourism trends and reinforces South Africa's commitment to responsible tourism development. These events provide a platform for showcasing best practices, fostering collaboration, and driving positive change within the African tourism industry. By embracing these principles, African travel agents can enhance their competitiveness, attract a growing market of eco-conscious travelers, and contribute to a more sustainable future for the continent's tourism sector.
