South African Tourism has opened exhibitor registration for Meetings Africa 2027, which will take place from 22–24 February 2027 at the Sandton Convention Centre in Johannesburg.
Source: South Africa National Convention Bureau
The opening follows recent debrief sessions and engagements with the business events sector, with industry feedback informing the 2027 edition and its focus on greater value, stronger business connections and commercial opportunities.
The 2026 edition marked 20 years of Meetings Africa and welcomed buyers from 53 countries, including more than 300 hosted buyers, alongside 325 exhibiting companies. More than 6,440 confirmed business meetings were recorded over the two-day show.
The anniversary also provided an opportunity to assess how the platform can continue to evolve and better serve Africa's business events sector.
Meetings Africa builds on industry feedback
Corne Koch, chief convention bureau officer of the South African Convention Bureau, said the 2027 edition would build on lessons from the 20-year milestone.
“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 bring 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 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 highlight the value that Meetings Africa continues to bring to our tourism and events economy,” says Thandubuhle Mgudlwa, chief executive officer of Johannesburg Tourism Company.
Focus on business connections and market access
The 2027 edition will place greater emphasis on quality business connections, exhibitor and buyer value, market access and commercial opportunities, with the aim of translating participation into tangible opportunities for businesses and destinations.
Meetings Africa will continue to connect 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.
The show will also support broader participation across the African tourism and business events value chain, including businesses of different sizes and from across the continent.
With registration now open, South African Tourism is inviting the business events sector to participate in Meetings Africa 2027.
“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
Register here.
