Momentum builds for Meetings Africa 2025

SSouth Africa, 16 January 2025: The countdown to Meetings Africa (MA) 2025* is officially underway, with media and visitor registrations now open. Exhibitor and buyer registrations launched in November 2024, have already garnered strong interest, reflecting the growing anticipation for this premier event. With demand soaring, exhibitors and buyers are encouraged to confirm their participation as soon as possible to avoid disappointment. As the continent’s leading trade show for the business events industry, Meetings Africa promises exceptional opportunities to engage with top buyers and discover innovative products and services.

Meetings Africa is a well-established trade platform with a proven history of delivering exceptional ROI for both buyers and exhibitors. For the past 19 years, South Africa has proudly hosted this prestigious event. Last year, Meetings Africa made a significant economic impact, contributing an estimated R420 million to the country's GDP, with R215 million directly benefiting Johannesburg's economy. The event also bolstered Gauteng’s GDP by approximately R275 million and supported 563 jobs within the province.

“Meetings Africa is more than just a trade exhibition; it is a powerful platform to showcase the talent, creativity, and opportunities that Africa’s business events sector has to offer,” says Bjorn Hufkie, General Manager: MICE Sales at South Africa National Convention Bureau, a business unit of South African Tourism. “This year’s expanded offerings reflect the vibrant and dynamic growth of our industry across the continent. We are proud that our nation plays host to such a prestigious event, and we look forward to showcasing Africa’s finest to the world. It’s a wonderful opportunity to connect with our neighbouring countries from across our continent.”

Exhibitor Highlights

Meetings Africa 2025 welcomes the return of all its anchor exhibitors, cementing the event’s status as a must-attend platform for showcasing Africa’s best in business events. Adding to this year’s excitement, seven new products from across the continent will make their debut, underscoring the innovation and diversity within Africa’s business events industry.

Buyer Interest

Since registration opened, a total of 278 buyer applications from 57 countries have been received, including representation from South Africa’s core source markets. All buyers are rigorously vetted by a recognised international company, ensuring high-quality connections that foster meaningful business opportunities for African exhibitors.

New Buyer Segments

In an exciting first, Meetings Africa 2025 has partnered with the Council of Event Professionals Africa (CEPA) to introduce certified CEPA members as local and regional buyers. This initiative supports engagement between SMEs and key stakeholders across the continent, promoting inclusive economic growth and expanding networking opportunities.

“Small and medium-sized enterprises are the engines of Africa’s economy,” adds Hufkie. “By connecting SMEs with influential buyers and stakeholders, Meetings Africa is driving growth and ensuring that opportunities in the business events sector are shared equitably across the continent.”

Educational Programme Highlights

The 2025 edition of Meetings Africa will once again feature a cutting-edge educational programme addressing themes such as innovation, capacity-building, and the advancement of Africa’s meetings and events industry. Details of the speakers and sessions will be announced soon.

Ongoing Partnership with ICCA

The collaboration between Meetings Africa and the International Congress and Convention Association (ICCA) continues to elevate the event’s global impact. The international association sector is crucial for economic growth in the continent, fostering innovation through knowledge sharing, and driving sector growth by attracting investments and forming strategic partnerships.

“Our partnership with ICCA ensures that Meetings Africa remains at the forefront of global trends, driving real economic impact for Africa,” says Hufkie. “Together, we are showcasing the continent’s potential and creating a legacy of innovation, collaboration, and growth.

“Meetings Africa plays a critical role in advancing Africa’s business events sector, driving infrastructure development, and positioning the continent as a global hub for innovation and business tourism. Don’t miss the opportunity to be part of transformative conversations, innovative showcases, and valuable business opportunities. Register and join us in shaping Africa’s future.”

Visit meetingsafrica.co.za to register and become part of this premier event.

*Meetings Africa 2025 is scheduled from 24 to 26 February 2025 at the Sandton Convention Centre in Johannesburg. Meetings Africa is hosted by South African Tourism in partnership with bid partners including Johannesburg Tourism Authority, Gauteng Tourism and the Sandton Convention Centre*

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Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations Email: thandiwe@southafrica.net OR mediaq@southafrica.net Website www.southafrica.net