The annual business events trade show will take place at the Sandton Convention Centre in Johannesburg from 22-24 February 2027, under the theme Unlocking Growth That Transforms Africa.
For exhibitors, the event provides an opportunity to showcase their products to international buyers and pursue new business. Buyers can discover African destinations, meet local suppliers and explore products and experiences to offer their clients.
Interest in the 2027 edition includes new international buyers and destination management companies (DMCs), including organisations with established global networks. Their participation could help African suppliers reach buyers through existing international distribution channels.
Among the new international participants is Liberty International Tourism Group, which will bring buyers from markets including Canada to meet African exhibitors.
The group has a network of more than 60 destination management offices across more than 120 destinations, including Africa. Its participation will give African businesses an opportunity to engage with international buyers looking to expand their African product offerings.
Melanie Zegers, director of sales, Canada at Liberty International Tourism Group, said: “Africa is on the wish list of many MICE buyers, but for those who haven't experienced it first-hand, unfamiliarity and a lack of supplier relationships make it hard to sell to their clients with confidence. That's the gap we want to close.”
“For us, this is about more than exhibiting. It's about giving new buyers the knowledge and relationships to sell South Africa and the wider continent with confidence, and turning first-time interest into long-term inbound business.”
The potential commercial value of these connections is reflected in the experience of Patience Nakawala, founder of Zambia's Akanachi Travel & Tours.
Nakawala attended Meetings Africa as a visitor in 2023, six months after establishing her business. The connections and insights she gained helped shape the company's growth. By 2025, Akanachi Travel & Tours had expanded beyond organising meetings in Zambia to arranging its first group trip to South Africa.
Her experience illustrates how attending the trade show can help businesses build networks and identify opportunities beyond their domestic markets.
• BONDay: 22 February 2027
• Trade show: 23–24 February 2027
• Venue: Sandton Convention Centre, Johannesburg
• Theme: Unlocking Growth That Transforms Africa
Exhibitor registration and buyer applications are open. Media professionals can also register for accreditation to cover the event.
