Meetings Africa 2027 will be held from 22–24 February 2027 at the Sandton Convention Centre in Johannesburg, with BONDay taking place on 22 February. Organized by South African Tourism, this flagship trade show will build on the success of its 20th anniversary in 2026, focusing on stronger business connections, market access, and commercial opportunities for Africa’s business events sector.
Event Overview
- Dates: BONDay – 22 February 2027; Show Days – 23–24 February 2027
- Venue: Sandton Convention Centre, Johannesburg, South Africa
- Organizer: South African Tourism in partnership with Johannesburg Tourism Company (JTC)
- Theme: Advancing Africa’s business events through collaboration and innovation
- Exhibitors: Over 325 companies expected, showcasing venues, convention bureaux, hotels, and destination management organizations.
- Buyers: More than 300 hosted buyers from 53 countries attended in 2026; similar scale anticipated for 2027.
- Business Meetings: 6,440 confirmed meetings recorded in 2026, with matchmaking programs rated world-class.
- Networking: BONDay will feature educational sessions, skills development, and industry collaboration with global associations.
Strategic Importance
- Market Access: Provides African business events products direct exposure to vetted international buyers.
- Economic Impact: Johannesburg Tourism reported R154 million generated from 22 business events between July 2025–June 2026, underscoring the city’s growing reputation.
- Continental Reach: Exhibitors from across Africa highlight the Pan-African scope of the event, positioning Africa as a competitive global MICE (Meetings, Incentives, Conferences, Exhibitions) destination.
Exhibitor & Buyer Focus
- Exhibitors: Hotels, convention centres, tourism boards, and DMCs showcasing Africa’s diverse offerings.
- Buyers: Corporate planners, associations, and international executives seeking African destinations for conferences and incentives.
- Matchmaking: Targeted online diary system ensures quality meetings and tangible ROI for participants.
Impact on African Business Events
- Economic Growth: Strengthens Africa’s position in the global events economy.
- Inclusivity: Supports SMMEs and community-based enterprises in accessing international markets.
- Future-Proofing: Focus on innovation, sustainability, and skills development to shape the next era of African business events.
Why It Matters
Meetings Africa 2027 is more than a trade show—it is a platform for collaboration, knowledge exchange, and business growth. By connecting African destinations with global buyers, it ensures that local communities and businesses benefit from international exposure while positioning Johannesburg as Africa’s leading business events hub.
