South Africa Now Prepares for Meetings Africa 2026 Trade Show, Highlighting Its Growing Role in Business Tourism

14 November 2025 – SA Tourism initially permitted exhibitor bookings for the 2026 version of the Meetings Africa trade shows, underlining the evolution of the country’s growing business events industry. From February 23 – 25, 2026, Africa’s largest trade Exhibition at the Sandton Convention Centre will host industry leaders, event organizers, and exhibitors of varying specializations from all over the world. Subsequently, organizers established 13-member advisory steering subcommittees to ensure the successful execution of the event contributes to South Africa’s Vision to dominate the Meetings, Incentives, Conferences, & Exhibitions (MICE) Industry.

Meetings Africa 2026: A Premier Business Events Platform

Meetings Africa has long been a key player in promoting South Africa as a destination for business events and conferences. The 2026 edition promises to showcase South Africa’s capabilities in hosting large-scale international meetings, offering a unique platform for businesses, exhibitors, and destinations to engage in valuable networking opportunities. The trade show will be preceded by BonDay, an educational day in collaboration with global, continental, and national industry associations, designed to provide knowledge-sharing and learning experiences for event professionals.

According to SA Tourism’s Acting CEO Darryl Erasmus, the event plays a vital role in promoting inclusive, sustainable growth within South Africa’s business events industry: “We are committed to fostering stronger partnerships within the tourism value chain and to co-creating a platform that continues to enhance South Africa’s position as a premier business events destination.”

The Role of the Advisory Panel in Shaping Meetings Africa

A key component of the 2026 Meetings Africa edition is the formation of a 13-member advisory panel, consisting of prominent leaders in the MICE industry, both locally and internationally. The panel will provide strategic guidance to ensure that the event is impactful, relevant, and well-coordinated. The members come from various sectors within the business events and tourism industries, offering a wealth of expertise and insights.

The advisory panel includes leaders from MICE associations, business events companies, and venue stakeholders, all working together to enhance the overall success of the event. Their role is to provide valuable insights into how the trade show can better serve the needs of the industry while supporting South Africa’s aspirations of becoming the continent’s top destination for business tourism.

Key Members of the Advisory Panel:

• Glenton de Kock – CEO of the Southern African Association for the Conference Industry
• Thulani Nzima – Chairperson of the South African Township and Village Tourism Association (SATOVITO)
• Thato Mothopeng – CEO of SATOVITO
• Projeni Pather – Chairperson of the Association of African Exhibition Organisers
• Nina Freysen-Pretorius – CEO of The Conference Company
• Jeffers Miruka – MD of the African Associations Management Company
• Amanda Kotze-Nhlapo – Business Events Strategist
• Frank Murangwa – Regional Director for Africa at the International Congress and Convention Association
• John Arvanitakis – CEO of the Event Greening Forum
• Shaun Bird – GM of the Sandton Convention Centre
• Mzamo Masito – SA Tourism Board Chairperson
• Thandubuhle Mgudlwa – CEO of the Joburg Tourism Company (JTC)
• Rendani Khorombi – Executive Head of Tourism Strategic Services at JTC

This diverse panel reflects the multifaceted nature of business tourism and the importance of collaboration between government bodies, local businesses, and international partners to ensure that South Africa’s offerings meet the global standard.

Meetings Africa: Driving Business Tourism Growth in South Africa

South Africa is increasingly recognized as a top destination for business events, thanks to its world-class infrastructure, advanced venues, and growing appeal to international visitors. The Meetings Africa trade show plays a crucial role in positioning South Africa as a leading MICE destination on the African continent.

The MICE sector has become an essential part of the tourism industry in South Africa, offering substantial opportunities for growth. Business travelers, particularly those attending conferences and conventions, contribute significantly to the country’s tourism revenues. The Meetings Africa trade show helps attract international delegates and event planners to South Africa, fostering economic benefits not just for the cities involved, but for the entire country.

In 2026, the Sandton Convention Centre in Johannesburg will once again host the event, showcasing South Africa’s modern facilities and its capacity to host large-scale international meetings. The facility is well-equipped with state-of-the-art conference spaces, hotels, and services, making it an ideal location for the trade show. Its proximity to Johannesburg’s business districts further enhances its appeal as a hub for corporate tourism.

Educational Day and Networking Opportunities at Meetings Africa

The educational aspect of Meetings Africa is a highlight that distinguishes it from many other trade shows. BonDay, the educational day held prior to the trade show, offers a unique opportunity for industry professionals to learn from global and local experts. In partnership with key global, continental, and national industry associations, this day provides a platform for knowledge sharing, thought leadership, and professional development in the MICE sector.

This educational component is crucial for keeping the South African business events industry competitive and innovative. With the rapid development of new technologies and trends in the events space, staying ahead of the curve is essential. BonDay will allow local businesses to stay informed about the latest trends, from digital event management to sustainable event practices.

Additionally, the networking opportunities at Meetings Africa are invaluable for businesses looking to expand their reach in the MICE sector. The event attracts a wide variety of exhibitors and participants, ranging from convention centers and event planners to destination management companies and technology providers.

Meetings Africa and the Future of South Africa’s Tourism Sector

The Meetings Africa trade show is expected to play an increasingly pivotal role in South Africa’s tourism future. By showcasing the country’s MICE capabilities, the event draws attention to the broader tourism landscape, boosting the profile of South African cities as business hubs. Moreover, the growth of business tourism is vital for economic development, as it brings both direct revenue and long-term investments to the region.

The establishment of a strong advisory panel for the 2026 trade show ensures that Meetings Africa will continue to evolve and meet the needs of the industry, benefiting exhibitors, attendees, and the country’s tourism sector as a whole. The show’s focus on sustainable, inclusive growth aligns with South Africa’s broader tourism goals, making it a model for other countries looking to harness the potential of the MICE market.

Meetings Africa 2026 – A Landmark Event for South Africa’s Tourism Sector

The opening of exhibitor registrations and the establishment of the advisory panel make Meetings Africa 2026 a significant event in South Africa’s MICE sector. The trade show will illuminate South Africa’s potential in hosting international business events and forge new partnerships in the tourism industry. Meetings Africa will play a vital role in attracting international business events, thereby driving South Africa’s tourism economy and establishing the country as a leading destination for business events.

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