Record-Breaking Meetings Africa 2025: A Platform for Africa to Own Its Narrative

TThe nineteenth edition of Meetings Africa, the premier Pan-African event for the Meetings, Incentives, Conferences, and Exhibitions (MICE)industry, officially kicked off today, setting new records in participation and engagement. This year’s event boasts 410 exhibitors —including 113 SMMEs—and more than  8,000 confirmed meetings. With more than 320 buyers in attendance, a notable increase from last year, Meetings Africa continues to grow as a powerful platform for advancing Pan African collaboration and economic impact.

The event opened with BONDay (Business Opportunities Networking Day), where industry leaders reinforced the importance of unity in positioning Africa as a continent ready for investment and innovation.

Delivering a welcome address, Professor Gregory Davids, Chair of the SA Tourism Board, welcomed delegates from over sixty countries, including first-time exhibitors from Morocco, Madagascar, Guinea, and Chad. Highlighting the increasing significance of Africa’s MICE sector, he emphasized its vital role in job creation and economic growth.

“Every event we host is an opportunity to showcase our collective strength. For too long, others have controlled our story—today, we take ownership of our narrative. This is a story of strength and resilience,” Davids declared.

He also underscored the significance of BONDay as a cornerstone for industry collaboration, knowledge exchange, strategic partnerships, and business networking.

Following his address, His Excellency Albertus Aochamub, Namibian Ambassador to France, reinforced the global impact of Africa’s success:

“A thriving Africa strengthens the global economy. From maritime development to renewable energy and digital marketing, our continent offers vast investment opportunities. We are a young, skilled population looking for trade, not aid.”

The morning plenary session,  focusing on the upcoming G20 Summit to be hosted for the first time in Africa,  featured a dynamic discussion with key partners including:

• Sthembiso Dlamini, CEO of the Gauteng Tourism Authority
• Mpumi Mabuza, General Manager of Stakeholder Relations at Brand SA
• Glenton de Kock, CEO of the South African Association for the Conference Industry
• And Nombulelo Guliwe, CEO of South African Tourism (SA Tourism),

“Meetings Africa is deeply rooted in fostering connections and promoting business events across the continent. Our commitment extends to ensuring an inclusive industry that benefits all players, from small businesses to large enterprises,” said Nombulelo Guliwe.

The panellists echoed this sentiment agreeing that Meetings Africa not only highlights South Africa’s quality assured business events and facilities, but also elevates the continent’s global profile through its growing media presence. They emphasised that a thriving MICE industry drives economic benefits for local communities, creating opportunities throughout the value chain.

Looking ahead, Guliwe expressed optimism that South Africa’s hosting of the G20 Summit in November would further enhance global perceptions of the country.

“We believe the G20 Summit will reshape narratives about Africa, inspiring more people to visit, invest, and do business here,” she concluded.

With excitement building for the G20 and its lead-up events, Meetings Africa 2025 is poised to play a pivotal role in shaping Africa’s global economic footprint.

Media Enquiries:

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

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

Website www.southafrica.net