Meeting Africa 2026, which took place at the Sandton Convention Center in Johannesburg on 24-25 February, has contributed R690m to the South African economy and supported more than 2,600 jobs. The event brought together 375 buyers and 325 exhibiting companies from 53 countries.
Tourism Minister Patricia de Lille highlighted the growth of the event in recent years. “Since its launch in 2005, the platform has acted as a bridge, connecting African suppliers with global buyers, connecting destinations with investors, linking policy with partnership and opportunity with execution,” she said.
“In the past three years alone, the economic impact of Meetings Africa on our own GDP has almost doubled, from R371m in 2023 to R690m in 2025. Over this period, Meetings Africa has created and sustained more than 2,600 jobs. Thank you, Merci Beaucoup, for your support in making this event a success and sustaining livelihoods.”
Partnership across the continent
De Lille said 21 African countries were represented at the event. He said, “Each of these meetings represents a connection. Each connection represents a possibility. And each possibility represents progress.”
Since the start of the 2025/26 financial year, the South African National Convention Bureau has supported 100 bids for international trade events to be held between 2025 and 2030.
The fifty-two athletic events are expected to contribute approximately R1bn to the economy and attract more than 33,000 international and regional delegates to cities including Johannesburg, Tshwane, Durban, Cape Town, Hermanus and Sun City.
SANCB invested R21.3m through its bid support program to secure these events, which are part of the Tourism Development Partnership Scheme.
Looking ahead in business tourism
De Lille shed light on upcoming events. “Equally important to this plan is the diversification of our tourism offerings. In response, last year we launched the Tourism Infrastructure Investment Summit, where we unveiled 8 bankable projects worth almost R1bn from both the public and private sectors.
“We are continuing to build the pipeline ahead of our second investment summit in September later this year. But before that, we have Africa's Travel Indaba in Durban KwaZulu-Natal in May and we hope to see you there too. Next month, there's another first on the continent, LIV Golf, where over 74,000 tickets have already been sold.
“Tee-off is just a short walk from Stan City, and each of the 4 days will conclude with a concert featuring other GRAMMY Award winners, Black Coffee and Calvin Harris.”
He concluded by highlighting the platform's role in facilitating trade: “This is a purpose-designed ecosystem where high-quality connections drive solid deals, opening up opportunities for Africa through quality connections. Through stronger regional partnerships, greater collaboration with convention bureaus and increased participation on key continental platforms, we are strengthening what we as Africa can offer the world.”
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