Meetings Africa, South Africa’s annual trade show for business events, is preparing for its 21st edition in 2027. Its theme, “Unlocking Growth That Transforms Africa”, places market access, new business relationships and international trade at the centre of the continent’s business events platform.
The theme speaks to the role Meetings Africa plays in connecting African tourism businesses to the global meetings industry. For exhibitors, it means access to international buyers, opportunities to showcase their products, and the potential to secure new business. For buyers, it means discovering new destinations, engaging with African suppliers and expanding the range of products and experiences they can offer their clients. Ultimately, it is about turning industry connections into commercial opportunities that contribute to the growth of African tourism.
The interest in the 2027 edition reflects this ambition, with new international buyers and destination management companies (DMCs), including organisations with established global footprints, showing interest in participating. Their involvement is important in expanding the reach of African suppliers, particularly through established international networks that connect destinations with clients and business opportunities across different markets.