South African tourism has opened exhibitor registration for Meetings Afria 2027, setting the state for the continent’s premier business events trade show to return to Sandton Convention Centre from 22-24 February 2027.
The announcement follows extensive industry debriefs and consultations, with organisers promising a stronger focus on quality connections, market access, and meaningful business opportunities for exhibitors and buyers alike.
The 2026 edition marked a milestone as Meetings Africa celebrated two decades of connecting Africa to the world. Last year’s show drew buyers from 53 countries, hosted more than 300 international buyers, and featured 325 exhibiting companies. Over two days, the platform facilitated more than 6,440 confirmed business meetings, underscoring its role as a driver of Africa’s business events economy.
Corne Koch, Chief Convention Bureau Officer at the South African Convention Bureau, said the next edition will build on lessons learned: “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 the platform delivers greater value through quality connections, market access and meaningful opportunities for our sector.”
Johannesburg Steps Up as Host City
The event will again be delivered in partnership with the Johannesburg Tourism Company (JTC), strengthening collaboration between national and city tourism authorities.
JTC Chief Executive Officer Thandubuhle Mgudlwa highlighted the city’s growing reputation: “Johannesburg is looking forward to welcoming the continent and the world, driving economic growth, fostering partnerships and showcasing Africa’s exceptional business events. Between July 2025 and June 2026, JTC supported 22 business events, generating an estimated economic impact of R154 million. These achievements underscore Johannesburg’s position as a leading business events destination.”
Organisers say the 2027 edition will place an even stronger emphasis on exhibitor and buyer value, ensuring participation translates into tangible commercial opportunities. The show will continue to unite convention bureaus, venues, hotels, destination management companies, and other tourism products with qualified buyers from key international and African markets.
South African Tourism has invited the sector to be part of this pan‑African platform, with Koch concluding: “We look forward to once again partnering to showcase the continent’s people, capabilities and experiences as we advance Africa’s competitiveness.”
Key Dates
Exhibitor Registration: Now Open
Buyer Applications: To be confirmed
Meetings Africa 2027: 22–24 February 2027
Venue: Sandton Convention Centre, Johannesburg
For registration and enquiries, visit www.meetingsafrica.co.za or contact Synergy Business Events at Florence@synergybe.co.za (synergybe.co.za in Bing), Elvis@synergybe.co.za (synergybe.co.za in Bing), Millicent@synergybe.co.za (synergybe.co.za in Bing), or call +27 11 476 5104.
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