Meetings Africa 2025: A Springboard for Boosting Africa’s Global Business Tourism – De Lille

Meetings Africa 2025: Everything You Need To Know

The 19th edition of Meetings Africa is underway in Sandton, Johannesburg, bringing together key players from across the continent and beyond. This premier Pan-African business events trade show, hosted by South African Tourism, serves as a crucial platform to promote Africa’s potential in the global business tourism market.

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Showcasing Africa’s Strength in the Business Events Industry

Speaking on the sidelines of the event, Tourism Minister Patricia de Lille emphasized the importance of Meetings Africa in positioning the continent as a competitive global events destination.

“Out of the 60 countries present, 27 are from Africa, demonstrating our collective strength,” said De Lille. She welcomed new participants, including Morocco, Madagascar, and Chad, highlighting the growing interest in Africa’s business tourism sector.

While African countries compete individually, De Lille stressed that the event is about promoting the continent as a whole, aiming to increase its 3–4% share of the global business events market.

Expanding Business Tourism Beyond Major Cities

Africa’s underrepresentation in the global events industry presents an opportunity for growth. De Lille called for a broader distribution of conferences across various South African cities and African nations.

“In South Africa, we have Johannesburg, Cape Town, Gqeberha, and Stellenbosch, but even smaller towns can host world-class events. It’s about collaboration and spreading opportunities across Africa,” she said.

This expansion is key to economic growth, benefiting local hospitality, transportation, and tourism sectors.

Leveraging the G20 to Boost International Business Tourism

As South Africa prepares to host the G20 summit, De Lille highlighted the country’s strategic approach to attract international visitors. A dedicated online platform has been launched to promote tourism packages, encouraging delegates to extend their stay.

“We want people to bring their families and discover hidden gems in places like Upington and Soweto,” she added.

Visa Reforms to Enhance Accessibility

One of the major barriers to business tourism has been South Africa’s visa process. De Lille announced upcoming visa reforms, including:

• The Trusted Tour Operator Scheme
• Expanded digital visa processing
• Introduction of an Electronic Travel Authorisation (ETA)
• A Digital Nomad Visa for remote workers

The new digital visa system has already proven successful, processing 30 applications from China in just six hours. These improvements aim to attract more business and leisure travelers, making South Africa a top business events destination.

Ensuring Tourist Safety

Addressing tourist safety concerns, De Lille reassured attendees of government initiatives to protect visitors.

• R174 million investment in over 2,300 trained tourism safety monitors
• A new emergency response app, connecting tourists to security services
• Virtual legal support for affected visitors to avoid unnecessary return trips

These measures are designed to boost confidence in South Africa as a safe destination for business and leisure travelers.

Gauteng’s Commitment to Growing Business Tourism

Gauteng MEC for Economic Development and Finance, Lebogang Maile, underscored the province’s commitment to expanding business tourism.

“Meetings Africa is a key event in our calendar, attracting 27 African countries and international stakeholders in hospitality and aviation,” he said.

With Gauteng already accounting for 42% of all South African tourists, Maile aims to increase this number by working with the national government to improve flight connectivity and encourage visitors to stay longer.

“We urge tourists to spend an extra night or two in Gauteng before exploring other provinces. Each region offers unique attractions, and collaboration is essential for growth,” he added.

Business and Tourism: A Powerful Economic Driver

Maile also emphasized the strong link between business and leisure tourism, stating that tourism is more than just recreation—it is a major economic driver.

“While some see tourism as pleasure, for many, it’s big business. The sector creates jobs, empowers SMEs, and drives skills development,” he said.

Meetings Africa facilitates crucial networking and deal-making, fostering business partnerships that extend beyond the conference halls.

“This event plays a crucial role in Africa’s economic collaboration, providing a springboard for investment and growth,” Maile concluded.

: Africa’s Business Tourism Future is Bright

Meetings Africa 2025 serves as a powerful catalyst for expanding Africa’s share in the global business tourism industry. Through strategic collaboration, visa reforms, safety enhancements, and economic integration, South Africa is positioning itself—and the continent—as a leading destination for international conferences and business events.

With continued investment and policy improvements, Africa’s business tourism industry is set to thrive, bringing economic benefits and global recognition to the continent.