African tourism and business events leaders are urging Meetings Africa 2026 to evolve into a results-driven platform that delivers policy influence, structured deal-making, and long-term inclusion of small businesses and youth across the continent’s tourism value chain.
Zimbabwe-based strategic leader and hospitality expert Enock Lungu said the event presents a timely opportunity to reposition Africa’s business events sector from being opportunity-driven to one that is strategically coordinated and globally competitive.
“Meetings Africa 2026 must advocate for practical solutions around intra-African mobility, air access, visa facilitation, and customs processes. Despite the AfCFTA, the movement of delegates and exhibitors remains fragmented and costly,” Lungu said.
He added that Africa must shift from destination marketing to investment readiness, supported by reliable infrastructure, public-private partnerships, and sustainability models that deliver measurable legacy outcomes such as job creation and enterprise development.
“Africa must be positioned not only as a host of meetings, but as a reliable long-term partner for global associations and corporate events,” he said.
Mozambican tourism operator Emanuel Bila, founder of Bússola Azul Transportes and MR Boat Cruise, said Meetings Africa should prioritise access to real markets and procurement opportunities for entrepreneurs rather than symbolic visibility.
“African SMEs need structured B2B matchmaking with buyers who have real purchasing power, as well as post-event follow-up to ensure deals move beyond conversations,” Bila said.
He added that greater representation is needed for tourism value-chain SMEs, logistics and mobility providers, creative industries, and green businesses, particularly those aligned to intra-African trade under the AfCFTA framework.
From a community tourism perspective, Samkelo Mlaba of Isithumba Travels Adventure Park in KwaXimba, KwaZulu-Natal, said language barriers continue to limit meaningful participation in entrepreneurship.
“Business and entrepreneurship are still conducted in languages that many local people do not fully understand. Addressing language and accessibility is critical to genuine inclusion and sustainable community development,” Mlaba said.
He described tourism entrepreneurship as a tool for social cohesion and mental emancipation, noting that community-driven tourism strengthens unity, fosters a shared identity, and promotes a long-term societal vision.
North West based adventure tourism operator Katlego Reuben Mogopodi, CEO of Mogopodi Adventures, said Meetings Africa 2026 must deliberately elevate rural, township, and community-based tourism enterprises.
“Authentic African experiences are delivered by small operators on the ground, yet industry conversations are often dominated by large corporates,” Mogopodi said.
He added that success should be measured by deals signed, partnerships formed, and businesses scaled after the event.
Youth tourism advocate and founder of the African Youth in Tourism and Hospitality Association, Luckson Zambuko, said Meetings Africa 2026 must prioritise enabling policy frameworks, human capital development, and Africa-led innovation to unlock the sector’s full potential.
“Business events thrive where policy enables mobility, trade, and seamless hosting. Africa must position itself as a low-friction, high-value destination for global meetings,” Zambuko said.
Zambuko stressed that the growth of the business events sector is outpacing the skills pipeline, making workforce development a strategic priority.
“We need structured pathways that take young people from education into the meetings and events industry. Professionalisation, youth inclusion and continuous skills development are essential for service excellence and global competitiveness,” he said.
He added that sustainability should be framed as a strategic advantage rather than a compliance exercise.
“Africa has the opportunity to redefine what responsible business events look like globally by integrating community impact, local sourcing, green venues, and digital innovation,” Zambuko said.
Zambuko also highlighted persistent barriers limiting SME integration, including complex procurement systems, limited accreditation, and weak market visibility.
“Inclusion must be designed into the value chain. SMEs should not only be exhibitors but active service providers within hosted events,” he said.
As Meetings Africa 2026 approaches, industry stakeholders agree that its success will be measured less by attendance figures and more by tangible outcomes. These include signed contracts, strengthened intra-African partnerships, policy commitments with clear follow-through, and meaningful growth in SMME and youth participation.
If delivered effectively, Meetings Africa 2026 could reinforce Africa’s position not only as a host of global business events but as a strategic convener, innovator, and long-term value creator within the international meetings and tourism economy.
nosihle@vutivibusiness.co.za
