African tourism eyes new global markets at Meetings Africa 2027

Connecting tourism businesses with international buyers
Meetings Africa 2027 aims to connect African tourism businesses with international buyers, opening doors to new markets, partnerships and commercial opportunities.
Ellanie Smit
  • 1 Hour Ago

Meetings Africa is positioning its 21st edition as a gateway to international markets and new business opportunities for African tourism enterprises, with new buyers expressing interest ahead of the 2027 trade show.

The annual South African business events trade show will take place on 23 and 24 February 2027 at the Sandton Convention Centre in Johannesburg, under the theme “Unlocking Growth That Transforms Africa”.

According to a statement from South African Tourism, the theme highlights the event’s role in connecting African tourism businesses with the global meetings industry. It provides exhibitors with opportunities to showcase their products, build relationships with international buyers and secure new business.

The platform also allows international buyers to discover African destinations, engage with local suppliers and expand the range of products and experiences they offer their clients.

Interest in the 2027 edition includes new international buyers and destination management companies, among them organisations with established global networks that could help African tourism businesses reach wider markets.

One of the new participants is Liberty International Tourism Group, which plans to bring buyers from markets including Canada to meet African exhibitors.

According to the statement, the group operates more than 60 destination management offices across more than 120 destinations worldwide, including in Africa. This network provides African suppliers with opportunities to connect with potential clients in international markets.

Melanie Zegers, the group’s director of sales for Canada, said Africa featured on the wish lists of many meetings, incentives, conferences and exhibitions (MICE) buyers. However, unfamiliarity with the continent and limited relationships with local suppliers often made it difficult for them to confidently sell African destinations to their clients.

“Africa is on the wish list of many MICE buyers, but for those who have not experienced it first-hand, unfamiliarity and a lack of supplier relationships make it hard to sell to their clients with confidence. That's the gap we want to close,” she said.

Exhibitor registration and buyer applications for the 2027 edition are now open, as the event continues to focus on turning international connections into tangible commercial opportunities for African tourism businesses.