Organisers said small businesses are growing because they are consistently invited to exhibit at such events, allowing them to showcase their products and services to a wider market.
At this year’s Meetings Africa, the 113 SMMEs were among the more than 400 exhibitors, highlighting the commitment to supporting small businesses.
For many SMMEs, securing visibility in the business events sector is a challenge. Larger, well established companies often dominate the space, making it difficult for smaller enterprises to gain recognition. Trade shows and conferences provide a platform for these smaller businesses to engage with potential clients, partners, and investors. By participating in such events, they increase their chances of forming key business relationships that contribute to their growth.
Industry leaders at Meetings Africa 2025 spoke about the importance of giving SMMEs priority in business events.
Chair of the SA Tourism Board Professor Gregory Davids said: "Every event we host is an opportunity to showcase our collective strength. For too long, others have controlled our story, today we take ownership of our narrative."
Government and industry stakeholders have recognised that including SMMEs in trade shows is a way to support economic growth. Exhibiting at these events gives small businesses access to buyers, investors, and industry experts. It also allows them to learn from larger companies and gain insights into how to improve their operations. Many SMMEs that started with limited exposure have scaled up by regularly participating in such events.
Digital transformation was another key topic at Meetings Africa 2025. Experts encouraged SMMEs to embrace digital platforms to market themselves and expand beyond their local markets. Trade shows and conferences complement this by providing physical spaces where businesses can showcase their services while also using digital tools to reach a wider audience.
"Meetings Africa is more than just a trade exhibition; it is a powerful platform to showcase the talent, creativity, and opportunities that Africa’s business events sector has to offer," said General Manager of MICE Sales at the South Africa National Convention Bureau Bjorn Hufkie.
The momentum from Meetings Africa 2025 comes at a time when South Africa is preparing to host the G20 Summit later this year. This will be the first time the G20 Summit is held in Africa, creating another opportunity for businesses to showcase themselves on a global stage.
"With G20 nations representing 85% of the global economy, South Africa will highlight Africa’s role in global economic leadership," said South African Tourism minister, Patricia de Lille.
Meetings Africa 2025 once again proved that prioritising SMMEs in trade shows and conferences leads to growth.
Organisers said giving small businesses a platform to exhibit helps them scale up, secure business deals, and expand their networks. The continued inclusion of SMMEs in major events is key to strengthening the industry and driving economic development.
