The 19th edition of Meetings Africa, the continent’s premier MICE (Meetings, Incentives, Conferences, and Exhibitions) gathering held at the Sandton Convention Centre, Johannesburg, was bigger, bolder, and proudly African. With enthusiastic participation and a clear vision for the future, Meetings Africa showed the world that the continent is not just ready to share its story but poised to lead as a key player in the MICE industry. TTJ provides exclusive access to the goings-on and key industry insights from the event.
With record-breaking participation, the event was a dynamic convergence of industry leaders, innovators, and stakeholders — buzzing with energy, ideas, and game-changing collaborations. It was a colourful celebration of South Africa’s rich culture and relentless drive to position Africa as a global business powerhouse. Over two action-packed days, all four floors of the Sandton Convention Centre came alive as 410 exhibitors, 320 plus buyers, and 113 SMMEs participated in over 8,000 high-powered meetings, executed with clockwork precision. Indeed, a true testament to Africa’s innovation, ambition, and unstoppable momentum in the global tourism arena. The Sustainability Village, a highlight of the event, showcased the homegrown artistry and craftsmanship of local small businesses, ready to capture a global audience.
BONDay (Business Opportunities Networking Day)
The event kicked off with the first panel session, setting the stage for industry leaders to emphasise the power of collaboration in positioning Africa as a prime destination for investment and innovation. Professor Gregory Davids, Chair, SA Tourism Board, greeted delegates from over 60 countries, including first-time exhibitors from Morocco, Madagascar, Guinea, and Chad. He noted the growing impact of Africa’s MICE sector and Meetings Africa’s vital role in fostering Pan-African collaboration, sharing knowledge, and building strategic partnerships. Davids declared, “For far too long, others have controlled our story – today, we take ownership of our narrative. This is a story of strength and resilience.”
His Excellency Albertus Aochamub, Namibian Ambassador to France, delivered a striking message on Africa’s rising global influence, stating, “We are a young, skilled population looking for trade, not aid.” Nombulelo Guliwe, Chief Executive Officer, South African Tourism (SA Tourism) said, “Meetings Africa is deeply rooted in fostering connections and promoting business events across the continent. Our commitment extends to ensuring an inclusive industry that benefits all players, from small businesses to large enterprises.”
On day two, the trade floor erupted with jubilation as Patricia de Lille, Minister of Tourism South Africa, rang the ceremonial bell, marking the start of Meetings Africa 2025, which is dedicated to trade, networking, and building strategic partnerships.
Africa has so much to offer to the world, and the Meetings Africa venue was the perfect example of the colours, music, genuine warmth and pride that symbolise Africa. With brilliant performances highlighting Africa’s colourful culture, the Soweto Choir had everyone join in as they swayed to the haunting beat of the djembe and sang the story of Africa in their beautiful, powerful voices. The exchanges between the visiting participants, media, and officials were friendly and full of learning as stories about respective countries were heartily exchanged.
Minister De Lille delivered a keynote address that highlighted the significance of this year’s event, with the excitement building for the G20 to be held in South Africa later this year. She highlighted, “Africa is not just rising – it is ready. Africa is proving to the world that we are a powerhouse of global gatherings, innovation and opportunity. We are home to the world’s youngest workforce and fastest-growing economy. We have the infrastructure, the hospitality, and most importantly, we have the energy to convene the brightest minds from Africa and around the world. To unlock our full potential as a continent, now we must advance together.”
Trusted Tour Operators Scheme (TTOS)
The TTOS panel session was led by distinguished dignitaries, Patricia de Lille, Minister of Home Affairs, Dr Leon Schreiber, and Tshifhiwa Tshivhengwa, Chief Executive Officer, Tourism Business Council of South Africa (TBCSA). Addressing an audience of media and tour operators, the panel shared its vision for transforming South Africa’s business events sector, highlighting ‘trust’ as the key to making visa processes more efficient. The initiative aims to boost tourism, create jobs, and position South Africa as a leading destination for business events by ensuring that tour operators uphold high standards of safety and accountability. Dr Schreiber explained, “Visa inefficiency has long been a barrier to growth, especially for key tourism markets like China and India. With TTOS, we are digitally transforming our visa processes, sometimes issuing visas within three days or even hours.” This rapid digital transformation will open the gateway for accessibility and connectivity and build investor confidence, which is critical to building a stellar reputation in the global MICE industry.
Minister de Lille said, “By relaxing visa conditions for major markets, such as China and India, we are opening our doors wider and creating a breakthrough for our tourism sector. South Africa recorded almost 9 million visitors in 2024, a robust figure that sets the stage for even greater growth and every 12 tourists, one job is created.” She emphasised the direct link between increased tourism and job creation. With an ambitious target of reaching nearly 15 million tourists by 2030, this exciting new visa transformation is expected to drive sustained growth in the industry.
Tshivhengwa also highlighted the crucial role of trust and collaboration. “This initiative is not merely about facilitating travel but building and maintaining trust. Tour operators must ensure every visitor has a memorable experience, while the government must deliver on its promise of a seamless process. When both sides honour their commitments, we create a virtuous cycle of growth that benefits everyone,” he observed.
Film, TV, and Fashion to Drive Tourism
The effect of cinema on tourism has proven to be undisputed worldwide, and Africa is experiencing the same. The rising popularity of African film and television featuring stunning locations is doing more than just driving the creative industries—it is fuelling tourism across the continent.
A distinguished panel, including Tim Mangwedi, Founder and Executive Director, Joburg Film Festival, Tshepiso Chikapa-Phiri, Chief Executive Officer and founder, Known Associates Group of Companies, Designer Papama Mtwisha, creator of ‘Africa, Your Time is Now,’ Award-winning documentary director Nhlanhla Mthethwa and Thembisile Sehloho, Chief Marketing Officer, SA Tourism explored how African creativity can lead to boosting tourism. They highlighted the industry’s economic impact on hospitality and transport, promoting regional experiences, and attracting global audiences.
Sehloho highlighted the importance of leveraging the connection between film and tourism to showcase South Africa’s diverse attractions. He stressed that strong collaboration between the government and industry stakeholders is key to unlocking this potential and boosting tourism.
Marketing New Air Routes to South Africa
On the final day of Meetings Africa 2025, Minister de Lille engaged with aviation leaders to address challenges in implementing South Africa’s Tourism Route Development Marketing Plan. She shared, “We have made progress, but in this pivotal G20 year, improving air access is more urgent than ever to grow tourism.” Recognising business tourism’s economic impact, the Government of National Unity (GNU) is committed to strengthening partnerships to drive transformation.
Trade Floor Exchanges
The trade floor was a hub of activity, with national and international tourism organisations coming together to build partnerships and introduce new travel experiences, with Africa’s legendary hospitality on full display. As the continent looks to expand its business tourism footprint, India has emerged as a key focus market in discussions.
Elmarie Swanepoel, Business Development Officer, CISR International Convention Centre, emphasised Pretoria’s potential as a premier MICE destination and said, “We are responsible for welcoming inbound meetings business to Pretoria. We have the facilities and look forward to hosting Indian delegates and sharing our beautiful biosphere with them.”
Glenton De Kock, Chief Executive Officer Southern African Association for the Conference Industry (SAACI), identified India and China as new core markets for South Africa. He said on the forthcoming E Visa initiative, “It will be a game changer for us. TTOS is transforming how MICE groups can apply for visas more effectively, assuring ease of access and movement. Through advocacy and lobbying, we have ensured that access to our country is easier.”
James Mwaura, Chief Executive Officer, Kenyatta International Convention Centre, noted the steady rise of Indian arrivals to Kenya, reinforcing the strong ties shared by the nations. He stated, “We have been consistently growing in arrivals from India. In 2023, we had 96,000 Indian arrivals; in 2024, we closed at 105,000. We share good business relationships, and India remains a key market for us, particularly in the business events sector, with strong ties in the pharmaceutical industry.”
Katia Gasper, Investment and Development Officer, INATUR (Mozambique’s Tourism Authority), highlights India’s historic connection with Mozambique, which dates back to the passage of Vasco Da Gama to India for trade. She shared, “The business tourism market is certainly growing, and we are getting many inquiries. During this show, I met three Indian operators who were keen on incentives for Mozambique. India is an important market, and we have an online promotional campaign for the region.”
A Future-Ready South Africa
As South Africa solidifies its status as Africa’s gateway, the government is taking bold steps to ensure seamless travel through key digital visa reforms. TTOS is simplifying group visa applications for key markets like India and China, with plans to expand accredited operators from 65 to 150 by December 2025. Meanwhile, the Electronic Travel Authorisation (ETA) is set to launch this year, accelerating approvals with a likely 72-hour turnaround, and the Digital Nomad Visa is poised to attract long-term business travellers and remote professionals.
Beyond policy and innovation, the real vision is a tourism ecosystem that works for all and fuels economic growth, strengthens communities, and creates opportunities in even remote villages and townships. Meetings Africa 2025 has declared a defining message that South Africa is not just adapting to the future of business tourism – it is leading the way while ensuring tourism’s benefits reach every corner of the continent.
 gathering held at the Sandton Convention Centre, Johannesburg, was bigger, bolder, and proudly African. With enthusiastic participation and a clear vision for the future, Meetings Africa showed the world that the continent is not just ready to share its story but poised to lead as a key player in the MICE industry. TTJ provides exclusive access to the goings-on and key industry insights from the event.){kind=link}