Meetings Africa 2026: South Africa’s Key Role in Global MICE Tourism and Economic Growth, What You Need To Know

Published on March 1, 2026

The 20th edition of Meetings Africa 2026 wrapped up in Johannesburg on February 25, 2026, marking a significant milestone for the event and reaffirming Africa’s rising prominence in global business tourism. The three-day event which took place at the Sandton Convention Centre attracted attendees from around the world while demonstrating Africa’s capacity to host major meetings and events through its exhibition and conference facilities.

Expanding Global Reach and Engagement

Meetings Africa 2026 attracted buyers from 53 countries, including 375 hosted buyers and 325 exhibitors, demonstrating Africa’s increasing importance in the global MICE sector. Over 6,400 business meetings were confirmed, solidifying the event’s status as one of the continent’s leading platforms for B2B engagements in the meetings and events industry. The event allowed stakeholders from different African nations to connect with international buyers, demonstrating the continent’s growing capability to host world-class business events.

As highlighted by industry leaders, including the International Congress and Convention Association (ICCA), Africa’s MICE industry has shown significant growth. The event’s organisation, which included a structured buyer selection and matchmaking system, enabled high-quality interactions between exhibitors and buyers, reinforcing Africa’s value in the global MICE ecosystem. This focused approach contributed to enhanced networking and increased business opportunities, setting a benchmark for future events.

Impact on South Africa’s Economy and Employment

The economic significance of Meetings Africa 2026 cannot be overstated. According to South Africa’s Minister of Tourism, the event’s contribution to the country’s GDP nearly doubled from 371 million South African rand (ZAR) in 2023 to 690 million ZAR in 2025. This surge in economic impact also supported the creation of over 2,600 jobs, a key development in the nation’s tourism and business event sectors. Such numbers are reflective of the critical role that international business events play in not only boosting the local economy but also in promoting South Africa as a top-tier destination for global conferences and business meetings.

South Africa has been increasingly recognised as a hub for MICE activity, and events like Meetings Africa 2026 are testament to the country’s growing capacity to cater to international events of all scales. As more businesses seek to connect in Africa, the ability to provide high-end venues, professional services, and logistical support positions South Africa as a competitive player on the global stage.

Leveraging Africa’s Strengths in MICE Tourism

The success of Meetings Africa is rooted in the continent’s unique offerings. Africa presents a diverse mix of cultural heritage, modern infrastructure, and stunning natural landscapes, making it an attractive location for international conferences, exhibitions, and incentive travel. Beyond the business meetings, the event offered a glimpse into Africa’s future as a key destination for global MICE tourism, with a growing number of international companies looking to establish a presence on the continent.

Industry insiders noted that the event also highlighted the strength of African destinations, which are increasingly equipped to support high-level business events. South Africa, Kenya, Egypt, and Morocco have emerged as the continent’s frontrunners in this space, with each offering distinct advantages ranging from connectivity and modern convention centres to rich cultural experiences and top-tier hospitality services.

Meetings Africa’s Role in Shaping Africa’s Future as a MICE Destination

Meetings Africa 2026 serves as a key event for the African continent, not only to demonstrate its capacity in hosting global business events but also to drive a conversation around sustainable tourism and the impact of business events on the local economy. The integration of sustainable practices, both in event organisation and travel logistics, has become an increasingly important focus, ensuring that Africa’s rising MICE sector is built on a foundation of long-term sustainability.

The event’s success reflects the ongoing transformation of African nations into preferred MICE destinations. By continuing to attract a diverse range of international buyers and exhibitors, Meetings Africa is paving the way for the continent’s increased share in the global business events market. As the event grows in stature, it is expected to further drive investment in the MICE sector and foster stronger ties between African destinations and global business leaders.

A Bright Future for Africa’s MICE Industry

The 20th edition of Meetings Africa marks a pivotal moment in Africa’s rise as a global leader in MICE tourism. The event has established Africa as a worldwide destination through its high international buyer attendance and its substantial economic effects and its growing number of exhibitors. The Meetings Africa 2026 event showed both local and international attendees that African destinations have become more attractive for hosting important business events. The future of Africa’s MICE industry shows positive trends because there exist multiple chances for the sector to expand and develop and for international partnerships to grow.