On February 24, 2026, Patricia de Lille, Minister of Tourism, South Africa, was more than excited to ring the bell to signal the opening of Meetings Africa this year, a tradition that has marked the event since its inception.
The excitement of the minister, who was joined by some top global travel stakeholders, stemmed from the fact the ceremony, which she has performed severally, seemed different this time.
This year, Meetings Africa, a flagship trade show, owned by South Africa Tourism (SAT), is marking 20 years anniversary, a milestone achievement that is been generously celebrated by country and industry stakeholders.
The celebration follows two decades of offering definitive market access platform for African business events products and connecting the continent to the world.
Considering the above, South Africa Tourism, the host, aptly tagged this year’s edition, “20 Years of Connecting Africa to the World”.
But some said that the milestone represents “20 Years of Connection, Possibility and Progress”.
Underscoring the potential of the travel trade show during her speech at the opening ceremony, the minister said, “Since the launch in 2005, this platform has served as a bridge connecting African suppliers with global buyers, connecting destination with investors, connecting policy with partnerships and connecting opportunity with execution.”
Well, the figures speak better.
From hosting around 1,500 delegates, 82 hosted buyers and close to 90 media representatives at its inaugural event in 2005/2006, Meetings Africa has grown today with over 385 international hosted buyers and 3000 exhibitors, media and participants from across the continent and the world.
According to the minister, over the past three years, the economic impact of Meetings Africa on South Africa’s GDP has nearly doubled.
“From 371 million in 2023 to 690 million in 2025,” de Lille, noted.
But the impact is not just the impressive revenue earned, but the opportunities the platform has created for the host community, African and global travel communities.
“Over the past three years, Meetings Africa was able to create and sustain at least 2,600 jobs,” she said.
Also, this year, Meetings Africa hosted a total of 375 hosted buyers, 325 exhibiting companies and more than 6,000 meetings.
Yet, the trade show has grown from less than 20 countries at inception to buyers from 53 countries around the world, out of which are 21 African countries.
The excitement for the minister lies in the fact that African participation has grown steadily over the years, while boosting exchanges, sharing ideas, offering solutions to challenges in the industry and ultimately boosting intra-African travels.
She attributed South Africa’s record-breaking 10.5 million arrivals in 2025 to the concerted push for visits from many platforms such as Meetings Africa, and other commitments made by South Africa Tourism.
She ended her speech by setting a new participation target for the organisers.
“Next year, we need to push it up to 100 countries from around the world”.
Also speaking at the event, Lebogang Maile, MEC for Finance & Economic Development, Gauteng Province, noted that Meetings Africa’s milestone achievement needs to be celebrated as the trade show, in his opinion, has offered 20 years of shared prosperity, visitor economy growth, and especially “Building of Africa We All Want”.
“We are celebrating Meetings Africa, a proudly Pan-African platform, that has helped the world see our continent through the lens of excellence, reliability and partnership,” Maile said.
Looking at the trade show’s days of little beginning, the Gauteng Province MEC said that the story is not just growth in numbers, but in confidence, capability, convening power and quality African connections.
The MEC took advantage of the platform to share tourism potential in his province, noting that investments are protected by the Gauteng Tourism Act No. 3 of 2006 which established the Gauteng Tourism Authority (GTA), its Board and the Gauteng Convention & Events Bureau.
He also shared insights on the Gauteng Tourism Masterplan 2030, the Gauteng City Region Economic Growth & Development Plan 2030, and the Medium-Term Development Plan 2024–2029.
Testimonies abound for this year’s event.
Ann Kalembe, managing director, Gazelle Safari Company, noted that she has a field day selling and meeting more potential clients than she planned.
“It has been a great outing for me, she said.
Keletso Tladi, managing director of Kelsi, had a fulfilling outing too.
“I had over 10 meetings and two deals sealed,” Tladi said.
Gilbert Abeiku Aggrey, deputy CEO, Ghana Tourism Authority, also applauded the impressive growth of Meetings Africa, noting that it has impact African tourism hugely.
“What we see here today is impact beyond South Africa. It is continent-wide and Ghana is excited to be here to celebrate 20 years of Meetings Africa,” he said.
Ahmed Raza, country director Nigeria for Radisson Hotel Group, was also excited to meet his colleagues at Radisson Hotel Group at the event and other hoteliers.
For many participants, there are many reasons to participate as they look forward to being welcomed to more editions of the show.
Well, South Africa Tourism, the host for the 20 years and Sandton Convention Centre are more than willing to do it again as they look forward to another 20 years of impact.
