The 20th edition of Meetings Africa has drawn to a close in Johannesburg on Wednesday 25th February, 2026, marking not only a milestone anniversary but a clear statement of intent about Africa’s growing stature in the global business events industry.
Hosted at the Sandton Convention Centre, Meetings Africa 2026 unfolded over three impactful days – from the thought leadership-driven BONDay on Monday to two days of intensive trade, engagement and networking on Tuesday and Wednesday. Under the theme 20 Years of Connecting Africa to the World, the event reflected both how far the platform has come and where it is headed next.
From foundations to lasting value
Reflecting on the show’s early years, Miller Matola, CEO of Millvest Advisory, said the real legacy of Meetings Africa has always been the relationships it nurtured.
“Twenty years ago, when Meetings Africa was starting out, one of the greatest things was the networks and relationships that were built, which in years to come translated into big business for South Africa,” he said. “Today, we are reaping the benefits of those early efforts. What I always remember are the connections – the people and the relationships – which have endured even up to now. That is what this industry is all about.”
Matola added that the growth of the MICE sector across South Africa and the continent has been both visible and gratifying, underscoring Meetings Africa’s role as a catalyst rather than just a marketplace.
A platform refined by structure and scale
For Nomasonto Ndlovu, CEO of Beacon Africa Tourism and former Acting CEO of South African Tourism, Meetings Africa has been a constant presence throughout her professional journey in business events.
“I was involved in the early conceptualisation stages of Meetings Africa, and it has remained a constant in my career,” she noted. “The development of the buyer selection model and the match-making diary system was a standout moment. That structured approach to curated appointments fundamentally strengthened the value proposition of the show.”
Economic impact and confidence from leadership
Opening the trade floor on Tuesday, South Africa’s Minister of Tourism, Patricia de Lille, placed strong emphasis on the measurable economic impact of Meetings Africa.
“Over the past three years alone, the economic impact of Meetings Africa on our GDP has nearly doubled – from R371 million in 2023 to R690 million in 2025,” she said. “During this period, the show has created and sustained more than 2,600 jobs.”
She also highlighted the scale of participation at the 2026 edition, noting that buyers from 53 countries were in attendance, alongside 375 hosted buyers, 325 exhibitors and more than 6,400 confirmed business meetings.
Ghana and the West African Vision
The event also provided a platform for West African leaders to share their strategic roadmaps. Gilbert Abeiku Aggrey, Deputy CEO (Marketing and Special Duties) of the Ghana Tourism Authority, underscored the importance of industry intelligence as a precursor to physical development.
“We need to study the model of this business of meeting conversations and understand how it works so that when our government builds the infrastructure, we will be able to run it,” Aggrey stated. “In West Africa, we have already built huge structures that we’ve not been able to sustain; so, the knowledge of the industry or the market is crucial before you develop. We are selling the beauty of West Africa here; we must build capacity so that when the investors come, we can solve our own employment issues.”
Aggrey noted that while Ghana often feels a sense of “lone” leadership in the sub-regional MICE sector, the focus at Meetings Africa 2026 was on a harmonised West African effort to tackle issues like high air connectivity costs and capacity building.
Africa’s growing voice in global business events
The continent’s growing influence was further reinforced by Senthil Gopinath, CEO of ICCA, who praised the momentum he continues to see across African destinations.
“Africa is not just growing in numbers; it is growing in confidence, capability and purpose,” he said. “Platforms like Meetings Africa are critical in nurturing new destinations, developing skills and taking Africa’s business events message to the rest of the world.”
Beyond the exhibition floor
As Meetings Africa 2026 concludes, the 20th anniversary edition stands as a testament to what deliberate planning, collaboration and consistency can achieve. More importantly, it signals a future in which Africa is not merely participating in global business events, but confidently shaping them.
About the Author
