They are also seen as crucial as they bring together decision-makers, and in the process enable businesses to establish new relationships and reinforce existing ones. The observations were made as industry players concluded the Meetings Africa 2025, which was held in Johannesburg, South Africa last week. Addressing delegates at the event, Cape Town tourism CEO Enver Dumity emphasised the role trade shows play in strengthening Africa’s position in the global business events sector. “Trade shows are a gateway to economic expansion, providing a space where stakeholders can engage in discussions that shape the future of the industry,” he said. It was also revealed that beyond networking, trade shows contribute significantly to economic development. Officials noted that by attracting international participants, these events stimulate local economies through increased business activity, tourism, and investment. A representative from the African Tourism Council added trade shows are vital for fostering collaborations that drive economic growth.
“The ability to connect with industry leaders, investors, and government officials in one space accelerates deal-making and opens doors for long-term partnerships,” the official stated. During discussions, it was observed that events like Meetings Africa 2025 in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, are crucial in providing avenues for industry stakeholders to explore partnerships, discuss emerging trends, and contribute to economic development. The annual Meetings Africa highlighted the importance of policy support and infrastructure development in ensuring that Africa remains a competitive destination for international business events. Meetings Africa 2025 is a Business Events Trade Show, with the specific objective of creating a market access platform, for African Business Events Products. It serves as the primary platform to enable the growth of the business events industry on the continent and ultimately contributes towards its economic growth. The two-day trade show has a dedicated Educational Day which is executed in conjunction with the key global, continental and national industry associations.
This year’s event highlighted the importance of policy support and infrastructure development in ensuring that Africa remains a competitive destination for international business events. Industry experts at Meetings Africa 2025 underscored the need for African countries to leverage trade shows as a tool for boosting their MICE sectors. A panel discussion on industry growth highlighted that trade shows provide a structured platform for knowledge-sharing, allowing businesses to stay ahead of industry trends. Discussions at the event also emphasised the role of digital transformation in enhancing trade show experiences. With the rise of virtual and hybrid event formats, it was observed that there is a growing need for the industry to integrate technology to maximize engagement and participation. An industry leader from the East African Business Council pointed out that digital innovation is reshaping how trade shows operate. “Technology is revolutionizing the MICE sector by making events more accessible and enhancing global participation,” he said.
Sustainability was another key theme addressed at Meetings Africa 2025 with experts discussing the importance of adopting environmentally responsible practices in hosting business events. A tourism and hospitality executive noted that sustainability is becoming a priority for the sector. “Green initiatives and responsible event planning are essential in ensuring that trade shows align with global sustainability goals,” she remarked.
