Meetings Africa opens its doors with strong message of unity and

TThe energy was electric, the anticipation palpable, and the call to unite louder than ever as  Meetings Africa 2025 kicked off  its 19^th edition at the Sandton Convention Centre yesterday. Under the theme ‘Africa’s Success Built on Quality Connections’, the venue buzzed with excitement as the ceremonial bell rang out — marking the start of two transformative days dedicated to trade, collaboration, and innovation. This moment wasn’t just the beginning of an event; it was a rallying call for Africa’s business events industry to grow stronger together, shaping a future defined by meaningful connections and endless possibilities. The opening ceremony was a vibrant tapestry of African pride, unity, and ambition and from the exhibition floor hosts 27 African countries, alongside buyers from 63 international markets. The Soweto Gospel Choir’s soul-stirring performance set the tone, serving as a reminder of the shared heritage and aspirations binding the continent together.

A platform for connection and growth

CEO of South African Tourism and programme director, Nombulelo Guliwe, welcomed attendees in multiple languages to reflect the Pan-African spirit of the event. She also highlighted the event’s role in fostering meaningful connections, saying, “This is a platform for Africa to show the world who we truly are – a continent that is vibrant, dynamic and full of opportunity.”

A historic year for Africa

South Africa's Minister of Tourism, Patricia de Lille, delivered a keynote address that highlighted the significance of this year’s event. “This is an even more exciting event this year as South Africa chairs and hosts the G20, a historic occasion taking place on African soil for the first time. Africa is not just rising – it is ready. Across our vast continent, we have the talent, the resources, and the vision to host the world’s most influential business events.”

Her words framed Meetings Africa as more than a trade show but a movement to position Africa as a global powerhouse in the MICE sector.

The City of Gold welcomes the world

Gauteng is Africa’s economic heartbeat

Bringing a provincial perspective to the ceremony, Lebogang Maile, Gauteng’s MEC of Economic Development and Finance, celebrated the province’s status as a global meeting point. “The 2025 edition of Meetings Africa takes place during a historic moment in a province that has cemented its place as a meeting point of the world.”

Maile also highlighted Gauteng's economic contributions and its youthful, innovative population, "Gauteng is the nerve centre of the South African and regional economy, contributing 33% of the national GDP. Our young population is the driving force behind the innovation that will catalyse the African rejuvenation.”

A trade show with impact

This year’s edition of Meetings Africa features over 410 exhibitors, including debut participants from Chad, Guinea, Morocco and Madagascar, and 85-first time exhibitors. The ringing of the bell was more than a ceremonial act – it signalled that Meetings Africa 2025 is open for business to forge quality connections that will propel Africa's events industry to new heights.

Minister de Lille concluded, "Remember that every handshake, every partnership and every deal you start today is a step towards a brighter future for our beloved continent. So, let us not wait for the future to come to us. Let's build the future together. Let us make Meetings Africa a resounding success. A resounding success for the people of our continent.”

Ends.

Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations

Email: thandiwe@southafrica.net OR mediaq@southafrica.net

Website www.southafrica.net