Johannesburg Gears Up for Meetings Africa 2025
24 February 2025

#Welcome2Joburg

Johannesburg is setting the stage for another milestone in Africa’s business events industry as the city prepares to host the 19th edition of Meetings Africa in 2025. As the continent’s leading business tourism destination, Johannesburg continues to drive economic growth through its thriving Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

Hosted by the South African National Convention Bureau (SANCB) in collaboration with Joburg Tourism Company (JTC), Meetings Africa serves as the premier platform for connecting global and African business event professionals. With an increasing demand for world-class conferencing facilities and networking opportunities, Johannesburg remains the gateway for business tourism on the continent.

“The significance of Meetings Africa goes beyond just the event itself; it plays a crucial role in strengthening our city’s global positioning as a hub for business, trade, and innovation,” says Thandubuhle Mgudlwa, CEO of Joburg Tourism. “Our focus is not only on attracting high-profile business events but also ensuring that they leave a lasting impact on our economy, communities, and small enterprises.”

Johannesburg’s dominance in South Africa’s tourism sector is evident. According to the latest figures from S&P Global, the city welcomed just over 3.8 million visitors in 2023, the highest in the country, contributing R61,8 billion in tourism spend. The city’s resilience and innovation continue to fuel its recovery and growth, making it an attractive destination for global business events.

The year ahead promises an exciting calendar of international events set to further enhance Johannesburg’s status as a global business tourism hub. These include G20 and U20 Summits, the World Union of Wholesale Markets (WUWM) Conference, the 2nd African Forum
on Urban Forests, the Society of Environmental Toxicology and Chemistry (SETAC) Congress.

Through Joburg Tourism’s MICE Support Programme, Johannesburg successfully hosted major international congresses in 2024, including Meetings Africa 2024, the Southern African Association for the Conference Industry (SAACI) Congress and the International Society of Paediatric Oncology (SIOP) Congress. These events contributed significantly to the R199 million MICE sector economic impact recorded in the past financial year through Joburg Tourism’s MICE interventions.

“Johannesburg’s commitment to business tourism extends beyond events,” states Mgudlwa. “The city is investing in infrastructure, fostering strategic partnerships, and creating opportunities for Small, Medium, and Micro Enterprises (SMMEs) and youth employment. This holistic approach ensures that the benefits of hosting global events are felt across various economic sectors.

Once again, we invite industry leaders and stakeholders to collaborate in shaping Johannesburg as a premier business events destination. The call to action is clear – to not only rebuild but to reimagine and reignite Johannesburg’s flame not just as an Africa’s gateway to business tourism but an all-year-round, value for money destination.”

To be held on 24 to 26 February 2025 at the Sandton Convention Centre, Meetings Africa will be attended by global stakeholders with a keen interest in the African business events market and will comprise buyers, conference organisers, destination management companies, hospitality industry professionals, travel agencies and tourism boards.

For more information about Joburg Tourism and upcoming events, visit our website visit.joburg