By Azwidohwi Mamphiswana
Meetings Africa 2025, hosted at the Sandton Convention Centre in Johannesburg this week, showcased Africa’s booming business events sector.
With 410 exhibitors from 26 nations, including 85 newcomers, the event highlighted the power of SMMEs in driving economic growth and job creation.
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The Business Opportunity Networking Day offered educational sessions on current trends and issues in the business events industry, aiming to empower businesses with global insights and foster discussions on innovative solutions.
South African Tourism CEO Nombulelo Guliwe emphasised the event’s significance in fostering economic growth.
“Meetings Africa is more than an event – it is a catalyst for Africa’s economic growth, driven by the power of SMMEs. These businesses are the backbone of our economy, fuelling job creation and unlocking new opportunities across the continent,” she said.
A key feature of the event was the Sustainability Village, where delegates could support local artisans by purchasing handcrafted products, reinforcing the importance of ethical and sustainable business practices.
Four countries — Chad, Guinea, Madagascar, and Morocco — made their debut at Meetings Africa, expanding the continent’s presence in the global business events sector.
Princesse Grovogui, who is the sales manager at Noom Hotel Conakry in Guinea, said their participation was a step towards establishing Guinea as an emerging player in the MICE (Meetings, Incentives, Conferences and Exhibitions) sector.
“Meetings Africa is a valuable platform for us to showcase Guinea’s potential as a business events destination. Our goal is to connect with key industry stakeholders, gain insights from experienced African destinations, and position Guinea as a growing hub for business events,” she said.
Other new exhibitors included Eswatini’s Mountain View International Hotel and Zimbabwe’s Pure Africa, both of which highlighted their countries’ unique offerings.
“This is an excellent opportunity to showcase Eswatini’s cultural heritage, world-class facilities and warm hospitality to the global business events market,” said Mountain View’s Tobie Motsa.
Bernadette Veldsman of Pure Africa added: “The connections made here will drive growth and innovation in our industry.”
A major discussion point at Meetings Africa was South Africa’s role as the host of the upcoming G20 Summit, which was expected to attract thousands of visitors.
With over 135 G20-related meetings scheduled across the country before the November summit, businesses in the hospitality and events sectors are preparing for a surge in demand.
“These high-level meetings will bring thousands of visitors to our country, staying in our hotels, dining in our restaurants and engaging with local businesses. This is an opportunity for South Africa’s tourism and business events industry to showcase its capabilities on a global stage,” said Tourism Business Council of SA CEO Tshifhiwa Tshivhengwa.
Sustainability remained a key theme throughout the three-day event, which ended on Wednesday, with several initiatives encouraging delegates to reduce their environmental impact.
The Sustainability Village offered ethically sourced products, while the Green Travel Initiative promoted carpooling and the use of public transport.
Meetings Africa also introduced a business matchmaking platform, which helped exhibitors and buyers establish meaningful business relationships.
“We’ve significantly improved our response times to meeting requests, ensuring near-instant replies through email, WhatsApp and calls to both exhibitors and buyers,” said the business matchmaking team.
Meetings Africa 2025 has reinforced Africa’s influence in the business events sector, fostering partnerships, unlocking opportunities and driving sustainability in the global MICE industry.
“Meetings Africa 2025 is where partnerships thrive, businesses grow, and Africa’s future is built. Let us shape it together,” Guliwe said.
