Meetings Africa 2025: A Celebration of African Excellence in Business Events
The Meetings Africa 2025 trade floor opened its doors at the Sandton Convention Centre on 25 February 2025, bringing together leaders from across the continent and around the world. Under the theme “Africa’s Success Built on Quality Connections”, this year’s event highlights Africa’s rising prominence in the global Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
A Platform for Growth and Opportunity
Minister of Tourism, Patricia de Lille opened the event with a call to unite in advancing Africa as a powerhouse for global business events. She emphasized that this year’s Meetings Africa holds special significance as South Africa hosts the G20 Summit for the first time on African soil, a testament to the continent’s readiness to take its place on the global stage.
“Africa is not just rising; Africa is ready,” De Lille declared, highlighting the continent’s vibrant cities, state-of-the-art facilities, and dynamic economies. With the world’s youngest and fastest-growing workforce, Africa offers unmatched potential for business events and innovation.
The event, attended by over 410 exhibitors from 27 African countries—including first-time participants from Chad, Guinea, Morocco, and Madagascar—showcases the diversity and strength of Africa’s business events industry. More than 100 Small, Medium, and Micro Enterprises (SMMEs) were given a platform to connect with global buyers, thanks to funding from the Department of Tourism.
Gauteng: Africa’s Gateway to Global Connections
MEC for Economic Development in Gauteng, Lebogang Maile underscored the importance of Gauteng Province as a hub for economic growth and business events. Hosting the G20 Summit in Johannesburg later this year reflects the province’s global standing and infrastructure capabilities.
“Gauteng is not only the place of gold but also the place of opportunity,” Maile stated. As South Africa’s economic nerve centre, contributing 33% of the national GDP, Gauteng is a leader in diverse industries, from manufacturing to technology. The province’s investment in infrastructure, such as the OR Tambo Special Economic Zone, further cements its position as a premier destination for business events.
Maile also highlighted the province’s efforts to empower local entrepreneurs through initiatives like the Township Economic Development Act, supporting businesses in historically disenfranchised areas. With Gauteng’s youthful and growing population—projected to reach over 23 million by 2050—the province is poised to harness innovation and drive Africa’s economic renaissance.
Unlocking Africa’s Potential
Both De Lille and Maile stressed the importance of collaboration in advancing Africa’s MICE sector. De Lille pointed out that South Africa currently holds a small share of the global business events market, valued at $523.3 billion in 2023. With strategic efforts, including improved visa regulations like the Trusted Tour Operator Scheme and the introduction of a Digital Nomad Visa, South Africa aims to attract more international visitors and events.
The economic impact of Meetings Africa is significant. Last year, the event injected R420 million into South Africa’s economy, with R215 million benefiting Johannesburg alone. This year’s event is expected to surpass those figures, driving investment, job creation, and economic growth.
Looking Ahead: Africa’s Travel Indaba and the G20 Summit
As the continent looks forward, two major events will further spotlight Africa’s capabilities in hosting world-class gatherings. Africa’s Travel Indaba, scheduled for May 2025 in Durban, will showcase the continent’s tourism offerings, while the G20 Summit in November will place Africa at the centre of global economic discussions.
With the theme “Solidarity, Equality, Sustainability”, South Africa’s G20 presidency aims to align global priorities with Africa’s development agenda, promoting inclusive growth and sustainable tourism.
Conclusion: Building Africa’s Future, Together
Meetings Africa 2025 is more than a trade show; it is a powerful symbol of Africa’s potential and unity. As De Lille aptly concluded, “The time is now. The place is Africa. And the opportunity is limitless.” Through quality connections, strategic partnerships, and a shared vision, Africa is well on its way to becoming a global leader in the business events industry.
As delegates, buyers, and exhibitors connect over the next days, every handshake and every deal struck will contribute to building a brighter, more prosperous future for Africa.
