Caption:(right)Tourism Minister, Patricia de Lille during Meetings Africa 2026
By Lwazi Raul-Shongwe
20 years. 53 countries. 6 440 deals in two days.
That was Meetings Africa 2026. Now, Africa’s premier business events trade show is opening its doors for an even bigger, bolder, more business-driven future.
South African Tourism has officially opened registration for Meetings Africa 2027, and this is not just another trade show – it is a new chapter, built on what the industry asked for.
The 2027 edition has reportedly been informed by feedback and shared commitment to delivering greater value, stronger business connections, and meaningful opportunities for the sector, following a series of recent debrief sessions and engagements with the business events sector.
According to SA Tourism, the numbers tell the story of momentum, and the 20th anniversary edition has welcomed buyers from 53 countries, more than 300 hosted buyers and 325 exhibiting companies, cementing its place as the continent’s must-attend platform.
“While the milestone provided an opportunity to celebrate the platform’s contribution to Africa’s business events industry, it also created an important moment for reflection on how Meetings Africa can continue to evolve and better serve the greater African business events sector,” SA Tourism said.
The Chief Convention Bureau Officer of the South African National Convention Bureau, Corné Koch, said the 20-year milestone provides an opportunity to celebrate, but also to listen and reflect.
“Meetings Africa 2027 is about taking those lessons forward and ensuring that the platform delivers greater value through quality connections, market access and meaningful business opportunities for our sector.
“ We look forward to once again partnering to showcase the continent’s people, capabilities and experiences as we advance Africa’s competitiveness,” Koch.
Where Africa Does Business
Taking place from 22 to 24 February 2027 at the Sandton Convention Centre in Johannesburg, the continent’s financial heartbeat, Meetings Africa 2027 is expected to bring together African exhibitors, international and regional buyers, business events professionals and key industry stakeholders.
The event, delivered by South African Tourism in partnership with the JTC(Johannesburg Tourism Company), is said to be more than an exhibition, it market access, partnership, and real economic impact.
JTC CEO(Chief Executive Officer), Thandubuhle Mgudlwa, said Johannesburg is looking forward to welcoming the continent and the world to the city, driving economic growth, fostering partnerships and showcasing Africa’s exceptional business events.
He added that the opening of exhibitor registration for Meetings Africa 2027 marks an important milestone in bringing Africa’s annual premier business event trade show to life.
“ Between 1 July 2025 and 30 June 2026, Johannesburg Tourism Company successfully hosted and supported 22 business events, generating an estimated economic impact of R154 182 400.
“ These achievements underscore the city’s growing reputation as a leading business events destination on the continent and highlights the value that Meetings Africa continues to bring to our tourism and events economy,” said Mgudlwa.
For 2027, the show will be expect to focus on quality business connections, exhibitor and buyer value, and meaningful commercial opportunities that translate into tangible deals for businesses destinations, convention bureaus, venues, hotels, professional conference organisers, destination management companies and other tourism and business events products with qualified buyers from key international and African markets.
This includes support for broader participation across the African tourism and business events value chain, recognising the important role that businesses of different sizes and from across the continent play in growing Africa’s business events economy.
Be Part of The Next Chapter
South African Tourism invites the business events sector to be part of this proudly pan African platform, where Africa meets the world, and the world meets Africa.
Exhibitor Registration: Now Open
Buyer Applications: To be confirmed
Event: 22–24 February 2027
Buyer Applications: To be confirmed
Event: 22–24 February 2027
Venue: Sandton Convention Centre, Johannesburg
Click here to register: www.meetingsafrica.
