
Over the past 18 years, Meetings Africa has significantly contributed to the continent’s business events sector, and its 19th edition is expected to generate even greater benefits. This was emphasized by Tourism Minister Patricia de Lille during the official launch of Meetings Africa 2025 at the Johannesburg Stock Exchange on January 28, 2025.
Scheduled to take place from February 24-26, 2025, at the Sandton Convention Centre, the event aims to strengthen Africa’s position in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.
An economic impact assessment by South African Tourism revealed that the 2024 Meetings Africa event contributed R145 million in direct expenditure—a 13% increase from R128 million in 2023. Minister de Lille has set an ambitious goal of achieving a 20% or higher increase in 2025.
She highlighted that events like Meetings Africa play a crucial role in ensuring that Africa secures a greater share of the global business events market, positioning the continent as a hub for investment, innovation, and job creation.
According to Allied Market Research, the global MICE industry is currently valued at US$523.3 billion and is projected to surpass US$1 trillion within five years. South Africa’s MICE sector, valued at US$6.6 billion in 2023, is also expected to experience significant growth.
The South African National Convention Bureau has committed R14.6 million (€748,220) to support 81 business event bids, with a projected economic impact exceeding R975 million (€49 million). These bids could potentially attract over 37,900 regional and international delegates to South Africa between 2024 and 2029.
Key business events are already confirmed for Johannesburg, Tshwane, Ekurhuleni, Cape Town, Port Alfred, Gqeberha, Magaliesburg, Sun City, Richards Bay, Polokwane, Muldersdrift, and Stellenbosch, ensuring a broader regional spread of economic benefits.
Beyond economic impact, the MICE sector fosters knowledge exchange, innovation, and stronger intra-African ties. Minister de Lille pointed to the 2024 International Development Association for Africa Heads of State Summit in Kenya as a prime example of how business events can facilitate strategic collaboration. Similarly, the upcoming Africa Impact Summit in Ghana will focus on responsible investing, reinforcing the role of MICE in Africa’s economic transformation.
Tourism Business Company CEO Rick Taylor emphasized the huge untapped potential within Africa’s MICE industry, noting that while most African countries have tourism boards, only a few have established convention bureaus. However, governments across the continent are beginning to recognize the value of investing in these structures to attract large-scale events.
Minister de Lille acknowledged that air access and visa inefficiencies remain significant barriers to the growth of the MICE sector. However, she highlighted recent progress, including the Cabinet’s approval of a National Air Route Development Marketing Strategy on December 4, 2023. This strategy, to be implemented in collaboration with the private sector, aims to enhance air connectivity to boost tourism and business travel.
Additionally, Home Affairs Minister Leon Schreiber has spearheaded visa reforms, including the digitization of visa applications, to streamline entry processes for international delegates.
By improving infrastructure, easing travel restrictions, and strategically marketing the country, South Africa aims to unlock the transformative potential of tourism—driving economic growth, investment, and job creation through Meetings Africa and the broader MICE industry.