Tourism Minister Patricia de Lille speaking at the Meetings Africa media briefing at the Johannesburg Stock Exchange. Picture: Facebook
As the clock ticks down to the 19th edition of Meetings Africa (MA) 2025, South Africa is poised to host what promises to be a transformative gathering for the global business events sector.
Scheduled to take place at the Sandton Convention Centre in Johannesburg from February 25 to 26, this prestigious event, organised by South African Tourism in collaboration with Gauteng Tourism Authority, Johannesburg Tourism Company, and the Sandton Convention Centre, is set under the theme of “Africa’s success built on quality connections”.
At the recent media launch held at the Johannesburg Stock Exchange, Tourism Minister Patricia de Lille underscored the significance of this event in bolstering the African business events industry.
“The objective of shows like Meetings Africa is to ensure that Africa gets its fair share of this business events market.
“In the same spirit, Meetings Africa 2025 will highlight the economic benefits of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, positioning the event as a driver of investment, innovation, and job creation throughout Africa,” De Lille stated.
This year’s Meetings Africa is not only a platform for showcasing the continent’s diverse destinations but also an opportunity to spotlight unique offerings for business events, which are expected to attract a myriad of new exhibitors.
The minister stated: “The event serves as a platform for business deals, knowledge sharing, and cross-sector partnerships, with a strong emphasis on enabling meaningful networking opportunities to support industry growth.”
A recent economic impact assessment commissioned by South African Tourism revealed that the total direct expenditure generated from last year’s Meetings Africa amounted to R145 million, marking a 13% increase from R128 million in 2023.
This underscores the vital role of the MICE industry in local economies, particularly in supporting jobs in hospitality, event management, tourism, and related sectors.
2025 is poised to be particularly historic, as South Africa will also host the G20 Summit and Ministerial Meetings, which is themed “Solidarity, Equality, Sustainability”.
She shared insights on this landmark event, noting that South Africa has assumed the Presidency of the G20 Summit, following Brazil in 2024 and preceding the United States in 2026.
“This landmark event, being hosted for the first time on the African continent, will bring over 40 global heads of state to our shores, with more than 130 meetings held in South Africa during 2025, solidifying our position as a premier tourism and business events destination,” she remarked.
With G20 nations accounting for 85% of the global economy, 75% of international trade, and 67% of the world’s population, the summit is expected to yield substantial benefits for the business events and broader tourism sectors of the country.
“As the only African member of the G20, South Africa will provide a vital voice on global discussions, particularly regarding issues affecting developing nations and the African continent,” De Lille added.
Furthermore, this event will showcase South Africa’s capability to host safe and successful global events, enhancing its international reputation.
“We are excited to host the Tourism Minister’s G20 meeting in Mpumalanga in September this year, which will include a Tourism Investment Conference aimed at showcasing tourism investment opportunities to a global audience,” emphasised the minister.
As anticipation builds for Meetings Africa 2025, the event looks set to not only elevate Africa’s standing in the global business events arena but also foster connections that will stimulate economic growth across the continent.