Meetings Africa 2025: Boosting Business Tourism & Economic Growth in Johannesburg
Yesterday (28 January 2025) saw the official countdown to Meetings Africa 2025 officially begin. With less than a month to go and excitement building, the official media launch event was hosted at the Johannesburg Stock Exchange (JSE). The event, hosted by South African Tourism, in partnership with Gauteng Tourism Authority, Johannesburg Tourism company and the Sandton Convention Centre will take place from 24 to 26 February 2025, at the Sandton Convention Centre in Johannesburg.
The 2025 edition of Meetings Africa, holds perhaps even greater significance for not only South Africa, but the African continent as well, as November 2025 will see the G20 Summit being held on the African continent for the first time.
The Meetings Africa panel opened the briefing with some statistics that show just how important the tourism and hospitality sectors are to South Africa. Some of the statistics shared with the media in the room were as follows:
- The 2024 edition of the Meetings Africa event had a direct economic impact of R145 million, with an additional indirect impact of R275 million, bringing the total contribution to South Africa’s economy to R420 million.
- The 2023 edition of the Meetings Africa event contributed R388.5 million to the South African economy, with R133.9 million directly and R254.5 million indirectly injected into the economy.
- The 2025 edition of the Meetings Africa event will be the 19th year that this event has taken place, and is absolutely critical to boosting the Meetings, Incentives, Conferences, and Exhibitions industry (MICE) across our continent continent.
- There are more than 40 different countries already confirmed with registered delegates
South Africa’s Minister of Tourism, Honourable Patricia de Lille, highlighted the event’s role in linking African business events, business owners and governments with influential international buyers and partners. Her keynote address noted that
“Meetings Africa 2025 aims to continue to spotlight Africa’s diverse destinations and unique offerings for business events by unlocking Africa’s Opportunities Through Quality Connections. The event serves as a platform for business deals, knowledge sharing, and cross-sector partnerships, with a strong emphasis on enabling meaningful networking opportunities to support industry growth,”
Mlungisi Mabaso, t6he acting Mayor of the City of Johannesburg echoed these thoughts saying:
“As a city of a thousand hellos, we are the beating heart of business connections for South Africa and the continent. Events like Meetings Africa not only attract visitors to our shores, but they also help the residents of our city and country by creating economic opportunities that generate jobs, boost our township economy, and grow our already solid reputation as a premier business hub for the continent”
During the media launch event, a panel discussion featuring key industry leaders, including, Nombulelo Guliwe, CEO of South African Tourism; Barba Gaoganediwe, Head: Destination Marketing and Communication at the Gauteng Tourism Authority; Rick Taylor, CEO of The Tourism Company; Glenton De Kock, CEO of Southern African Association for the Conference Industry (SAACI) as well as Gwen Ncube: Director for Stakeholder Relations at Small Tourism Enterprise Association (STEA) focused on the importance of harnessing the power of business events for the benefit of the entire African continent.
Senior Media Correspondent for Tourism News Africa, Chris Midgley was able catch up and interview the Minister of Tourism, Honourable Patricia de Lille, or “Aunty Pat” as she has become affectionately known in the South African political world, after the media briefing. What was made clear by the minister was that the time for action is now, it is not the time for us to simply continue to talk about what we want to be doing.
“We HAVE TO go out there and aggressively market our country more!”
Listen to the full interview below:
While Meetings Africa 2025 promises to help create quality connections while promoting inclusive economic growth, as well as the bringing of the public and private sectors together, the minister herself has shared her promise to the country and continent, the time for action is now.
Event Details:
• Business Opportunities Networking Day (BONDay): 24 February 2025
• Exhibition Days: 25-26 February 2025
• Venue: Sandton Convention Centre, Johannesburg
• For more information and to register for the event visit www.meetingsafrica.co.za
By Chris Midgley
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