Meetings Africa 2027 is set to take place on 23 and 24 February 2027 at the Sandton Convention Centre in Johannesburg. The event aims to connect African tourism businesses with international buyers, providing a platform for exhibitors to showcase their products and build relationships with potential clients. This year's theme, “Unlocking Growth That Transforms Africa”, highlights the event's role in connecting African tourism businesses with the global meetings industry.
The 21st edition of Meetings Africa is positioning itself as a gateway to international markets and new business opportunities for African tourism enterprises. New buyers have expressed interest in attending the 2027 trade show, including international buyers and destination management companies with established global networks. These new participants could help African tourism businesses reach wider markets and expand their customer base.
One of the new participants is Liberty International Tourism Group, which plans to bring buyers from markets including Canada to meet African exhibitors. The group operates more than 60 destination management offices across over 120 destinations worldwide, including in Africa. This network provides African suppliers with opportunities to connect with potential clients in international markets and increase their global reach.
According to Melanie Zegers, director of sales for Canada at Liberty International Tourism Group, Africa is a popular destination for many meetings, incentives, conferences and exhibitions (MICE) buyers. However, unfamiliarity with the continent and limited relationships with local suppliers often make it difficult for them to confidently sell African destinations to their clients. The group aims to close this gap by facilitating connections between African suppliers and international buyers.
The platform provided by Meetings Africa allows international buyers to discover African destinations, engage with local suppliers and expand the range of products and experiences they offer their clients. By connecting African tourism businesses with international buyers, the event aims to turn international connections into tangible commercial opportunities. This could lead to increased tourism and economic growth for African countries.
Exhibitor registration and buyer applications for the 2027 edition of Meetings Africa are now open. The event continues to focus on creating new business opportunities for African tourism businesses and providing a platform for them to showcase their products and services. With new international buyers and destination management companies participating, the event is expected to attract a diverse range of attendees.
The participation of new international buyers and destination management companies, such as Liberty International Tourism Group, is expected to increase the global reach of African tourism businesses. By connecting with potential clients in international markets, African suppliers can increase their customer base and revenue. Meetings Africa 2027 provides a unique opportunity for African tourism businesses to expand their global presence and tap into new markets.
Key points
- Meetings Africa 2027 aims to connect African tourism businesses with international buyers, opening doors to new markets and commercial opportunities.
- The event provides a platform for exhibitors to showcase their products and build relationships with international buyers.
- New participants, including Liberty International Tourism Group, plan to bring buyers from international markets to meet African exhibitors.
