Meetings Africa 2026 has wrapped up, marking a significant milestone – 20 years of connecting Africa to the world. This year’s event, held at the Sandton Convention Centre in Johannesburg, South Africa, was a testament to Africa’s growing influence in the global business events industry.

The event’s opening ceremony was a star-studded affair, with Minister of Tourism Patricia de Lille ringing the ceremonial bell to signal the start of the trade show.

Minister De Lille’s excitement was palpable as she took to the stage, surrounded by top global travel stakeholders. “Since the launch in 2005, this platform has served as a bridge connecting African suppliers with global buyers, connecting destination with investors, connecting policy with partnerships and connecting opportunity with execution,” she said, highlighting the event’s impact.

And indeed, the figures are impressive. From humble beginnings with 1,500 delegates, 82 hosted buyers, and 90 media representatives, Meetings Africa has grown to host over 385 international buyers and 3,000 exhibitors, media, and participants from across the continent and beyond. The economic impact on South Africa’s GDP has nearly doubled over the past three years, a testament to the event’s significance.

The BONDAY event program was packed with thought-provoking sessions and inspiring speakers. Dr. Senthil Gopinath, ICCA CEO, set the tone with a clarifying opening address, urging stakeholders to tap into Africa’s vast potential. Nozipho Tshabalala’s keynote address positioned Africa as a turning point, emphasizing priorities that matter in 2026 and beyond.

Other highlights included expert panels on winning bids, Africa’s cultural advantage, and event greening. The evening’s performance by Drum Cafe was electric, celebrating Africa’s rhythm and culture.

As the event drew to a close, one thing was clear: Africa’s moment is now. The industry has a unique opportunity to shape the continent’s future, leveraging business events to drive growth, development, and global visibility.

The Meetings Africa 2026 trade show was a testament to Africa’s potential, showcasing innovative solutions, services, and destinations. With Minister De Lille’s call to action still ringing in our ears, it’s time for the industry to come together and drive Africa’s tourism sector forward. The future is bright, and it’s African-led.