South African Tourism has officially opened registration for Meetings Africa 2027, marking the beginning of the next chapter for Africa’s premier business events trade show.
Following a series of recent debrief sessions and engagements with the business events sector, the 2027 edition has been informed by industry feedback and a shared commitment to delivering greater value, stronger business connections and meaningful opportunities for the sector.
The 2026 edition of Meetings Africa marked an important milestone as the platform celebrated 20 years of connecting Africa to the world. The 20th edition welcomed buyers from 53 countries, including more than 300 hosted buyers, alongside 325 exhibiting companies. The edition also recorded more than 6 440 confirmed business meetings over the two days of the show.
While the milestone provided an opportunity to celebrate the platform’s contribution to Africa’s business events industry, it also created an important moment for reflection on how Meetings Africa can continue to evolve and better serve the greater African business events sector.
Following recent engagements and debrief sessions with the sector, South African Tourism has listened to the feedback received and considered how the platform can continue to deliver greater relevance, competitiveness and value to exhibitors, buyers, partners and the broader business events industry.
A NEW CHAPTER FOR MEETINGS AFRICA
Corne Koch, Chief Convention Bureau Officer of the South African Convention Bureau, said “Our 20-year milestone gave us an opportunity to celebrate, but also to listen and reflect. Meetings Africa 2027 is about taking those lessons forward and ensuring that the platform delivers greater value through quality connections, market access and meaningful business opportunities for our sector.”
Meetings Africa 2027 will take place from 22–24 February 2027 at the Sandton Convention Centre in Johannesburg, bringing together African exhibitors, international and regional buyers, business events professionals and key industry stakeholders.
The show will be delivered by South African Tourism in partnership with its bid partner, the Johannesburg Tourism Company (JTC), strengthening the collaboration between the national and city tourism authorities in positioning Johannesburg as a leading business events destination.
“Johannesburg is looking forward to welcoming the continent and the world to our city, driving economic growth, fostering partnerships and showcasing Africa’s exceptional business events. The opening of exhibitor registration for Meetings Africa 2027 marks an important milestone in bringing Africa’s annual premier business event trade show to life. Between 1 July 2025 and 30 June 2026, Johannesburg Tourism Company successfully hosted and supported 22 business events, generating an estimated economic impact of R154 182 400. These achievements underscore the city’s growing reputation as a leading business events destination on the continent and highlights the value that Meetings Africa continues to bring to our tourism and events economy,” says Thandubuhle Mgudlwa, Chief Executive Officer of Johannesburg Tourism Company.
With the aim of advancing and growing Africa’s business events sector, the 2027 edition will place an even stronger emphasis on quality business connections, exhibitor and buyer value, market access, and meaningful commercial opportunities. The intention is to ensure that participation translates into tangible opportunities for businesses and destinations.
Meetings Africa will continue to bring together destinations, convention bureaus, venues, hotels, professional conference organisers, destination management companies and other tourism and business events products with qualified buyers from key international and African markets.
Meetings Africa will also support broader participation across the African tourism and business events value chain, recognising the important role that businesses of different sizes and from across the continent play in growing Africa’s business events economy.
With registration now open, South African Tourism invites the business events sector to be part of this proudly pan African platform.
“We look forward to once again partnering to showcase the continent’s people, capabilities and experiences as we advance Africa’s competitiveness,” concluded Koch.
KEY DATES
Exhibitor Registration: NOW OPEN
Buyer Applications: To be confirmed
Meetings Africa 2027: 22–24 February 2027
Venue: Sandton Convention Centre, Johannesburg
Be part of Meetings Africa 2027.
Click here to register: www.meetingsafrica.co.za
