South Africa’s annual trade show for business events, Meetings Africa, is preparing for its 21st edition under the theme Unlocking Growth That Transforms Africa
according to coverage of the event, according to Allafrica.
The upcoming showcase aims to place international trade, market access, and new commercial relationships at the core of the continent’s business events platform, connecting local tourism enterprises directly to the global meetings industry.
Meetings Africa Gears Up for 21st Edition in Johannesburg
Organisers report that applications for buyers and registrations for exhibitors are officially open for the 2027 gathering. The main trade show events are scheduled to take place at the Sandton Convention Centre in Johannesburg, running from February 23 to February 24, 2027, preceded by BONDay on February 22, 2027. Media professionals seeking to cover the programme can also apply for accreditation through the official channels.
New International Participants Broaden African Supplier Reach
Planning for the 2027 exhibition has attracted a wave of interest from new international buyers and destination management companies, particularly those boasting established global footprints. Their participation is expected to broaden the reach of African suppliers by utilizing existing distribution networks that link destinations with clients across multiple international markets.
Among the newly announced participants is Liberty International Tourism Group, an organisation operating more than 60 destination management offices across over 120 destinations globally. Liberty plans to bring a delegation of buyers from markets including Canada to connect directly with African exhibitors, offering local businesses a direct channel to international clients seeking to expand their product offerings.
Melanie Zegers, Director of Sales for Canada at Liberty International Tourism Group, highlighted the challenges international buyers often face when trying to incorporate African destinations into their portfolios.
Africa is on the wish list of many MICE buyers, but for those who haven’t experienced it first-hand, unfamiliarity and a lack of supplier relationships make it hard to sell to their clients with confidence. That’s the gap we want to close.
Zegers added that the group’s involvement extends beyond standard exhibition goals, focusing instead on equipping new buyers with the necessary relationships and destination knowledge to turn initial interest into sustainable, long-term inbound business for South Africa and the wider continent.
Commercial Impact and Past Success Stories
For exhibitors attending the trade show, the platform offers an opportunity to display products, meet international buyers, and secure new commercial agreements. Conversely, attending buyers gain the ability to discover new destinations and widen the range of experiences they can offer to their respective clients.
The practical commercial outcomes of participating in the trade show are highlighted by the trajectory of Patience Nakawala, founder of Zambia-based Akanachi Travel & Tours. Nakawala initially attended Meetings Africa as a visitor in 2023, just six months after launching her enterprise.
The industry connections and insights she acquired at the event played a pivotal role in her company’s expansion, enabling her by 2025 to move beyond domestic meetings in Zambia and successfully organise her first group travel itinerary into South Africa.
