Meetings Africa 2027 will take place at the Sandton Convention Centre in Johannesburg, with BONDay scheduled for February 22, 2027 and the main show days on February 23–24.
The 2027 edition follows a series of debrief sessions and engagements between South African Tourism and the business events sector. According to South African Tourism, feedback from industry stakeholders has informed preparations for the next edition, with the event continuing to provide a market-access platform for African business events products.
Meetings Africa is owned by South African Tourism and has operated for two decades as a platform connecting African business events suppliers with international and regional buyers. The 2026 edition marked its 20th anniversary and brought together buyers from 53 countries, including more than 300 hosted buyers, alongside 325 exhibiting companies.
The 2026 event also recorded more than 6,440 confirmed business meetings during the two show days. The milestone edition prompted further engagement with the sector on the development of the 2027 programme and the role of the event in supporting the African business events industry.
Meetings Africa provides a platform for African destinations, convention bureaux, hotels, venues, destination management companies, professional conference organisers and other tourism businesses to engage with international and local buyers, associations and corporate planners.
The event will take place during South Africa’s Tourism Month preparations for the wider tourism calendar, while the country’s 2026 Tourism Month is being held under the theme “Growing South Africa’s Tourism Sector in the Digital Era.” The national tourism programme is also aligned with the global World Tourism Day 2026 theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
South Africa’s Department of Tourism has identified artificial intelligence and digital technologies as key elements of this year’s tourism agenda, with the national theme addressing the use of technology across tourism operations, visitor experiences and sustainable tourism practices.
Meetings Africa 2027 is scheduled to return to Johannesburg as a dedicated business-to-business event, with exhibitors and buyers expected to participate in pre-arranged business appointments and other industry activities. The programme includes a dedicated BONDay ahead of the two main exhibition days.
The opening of exhibitor registration marks the start of preparations for the 2027 edition, with further participation and programme details to be announced by the organisers.