The 19th edition of Meetings Africa, the continent’s premier Meetings, Incentives, Conferences, and Exhibitions (MICE) industry event, has once again demonstrated its pivotal role in advancing Pan-African business events, trade, and collaboration. This year’s edition, held in Johannesburg, set new records in participation, underscoring Africa’s growing appeal as a world-class MICE destination.
With 410 exhibitors, including 113 SMMEs, and more than 8,000 confirmed meetings, the event reflected the continent’s dynamic business landscape and investment potential. A significant increase in buyers, exceeding 320 attendees, underscored a surge in global confidence in Africa’s MICE industry.
Meetings Africa 2025 commenced today with BONDay (Business Opportunities Networking Day), a crucial platform fostering strategic partnerships, industry growth, and business development. The initiative provided industry stakeholders with the opportunity to exchange knowledge, explore investment opportunities, and shape the future of Africa’s MICE industry.
Delegates from over 60 countries participated, with first-time exhibitors from Morocco, Madagascar, Guinea, and Chad reflecting the event’s expanding reach.
Professor Gregory Davids, Chair of the South African Tourism Board, welcomed attendees, emphasising the MICE industry’s transformative role in job creation and economic growth.
“Every event we host is an opportunity to showcase our collective strength. For too long, others have controlled our story—today, we take ownership of our narrative. This is a story of strength and resilience,” Davids remarked.
He further emphasised that BONDay serves as a launchpad for collaboration, innovation, and global expansion, encouraging industry professionals to leverage networking opportunities to strengthen Africa’s business events sector.
With Africa’s economic footprint expanding, the continent is increasingly being recognised as an investment powerhouse. His Excellency Albertus Aochamub, Namibian Ambassador to France, highlighted Africa’s diverse opportunities, stating, “A thriving Africa strengthens the global economy. From maritime development to renewable energy and digital marketing, our continent offers vast investment opportunities. We are a young, skilled population looking for trade, not aid.”
Gearing Up for the G20 Summit in Africa
A focal point of Meetings Africa 2025 was the upcoming G20 Summit, which will be hosted in Africa for the first time. A distinguished panel of industry leaders engaged in a discussion on the economic and diplomatic impact of the summit, featuring:
- Sthembiso Dlamini, CEO, Gauteng Tourism Authority
- Mpumi Mabuza, General Manager, Stakeholder Relations, Brand South Africa
- Glenton de Kock, CEO, South African Association for the Conference Industry
- Nombulelo Guliwe, CEO, South African Tourism
Speaking on the significance of Meetings Africa, Nombulelo Guliwe emphasised its role in driving business events across the continent and ensuring that small and large enterprises benefit equally from the industry’s expansion.
She 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.”
The panellists echoed this sentiment agreeing that Meetings Africa not only highlights South Africa’s quality assured business events and facilities, but also elevates the continent’s global profile through its growing media presence. They emphasised that a thriving MICE industry drives economic benefits for local communities, creating opportunities throughout the value chain.
Guliwe expressed optimism about South Africa’s hosting of the G20 Summit in November, emphasising its potential to reshape global perceptions of the country.
“We believe the G20 Summit will reshape narratives about Africa, inspiring more people to visit, invest, and do business here,” she concluded.
With anticipation growing for the G20 Summit and its preparatory events, Meetings Africa 2025 is poised to play a pivotal role in shaping Africa’s global economic footprint.
 industry event, has once again demonstrated its pivotal role in advancing Pan-African business events, trade, and collaboration. This year’s edition set new records in participation, highlighting Africa’s growing appeal as a world-class MICE destination.){kind=link}