Meetings Africa 2026: Johannesburg establishes itself as Africa's business tourism capital

20 years of Meetings Africa: a flagship business tourism event

Meetings Africa, the unmissable gathering for the business tourism industry on the African continent, celebrated its 20th edition in 2026. Held at the Sandton Convention Centre in Johannesburg, the event brought together professionals from around the world to discover the latest trends in meetings, congresses, incentives and events (MICE). This anniversary edition confirmed Johannesburg's dominant position in the African business tourism ecosystem.

Since its inception, Meetings Africa has contributed significantly to the development of the MICE sector in South Africa and across the continent. The exhibition offers a unique platform for event organisers, destination managers and service providers, enabling lasting business connections and promoting Africa as a destination of choice for international professional events.

The South Coast: a booming destination

Alongside the success of Meetings Africa, South Africa's South Coast is experiencing a genuine tourism boom. This coastal region, easily accessible from Johannesburg airport, is recording a record influx of international visitors from the United Kingdom, the United States and Germany. The appeal of its beaches, pristine nature and expanding hotel offering is attracting discerning international clientele.

This trend directly benefits O.R. Tambo International Airport in Johannesburg, which serves as the main transit hub for travellers heading to the beach and nature destinations in the south-east of the country. Domestic connections from JNB make it easy to reach the South Coast by internal flight, reinforcing the airport's role as a gateway to all of South Africa's tourism treasures.

JNB: Africa's leading MICE destination

The convergence of these positive dynamics clearly positions Johannesburg and its international airport as Africa's leading MICE destination. The city offers world-class conference infrastructure, a diverse hotel network and unrivalled air connectivity on the continent. The Sandton Convention Centre, with its modern facilities and significant capacity, attracts leading international events throughout the year.

For event organisers and business travellers, Johannesburg airport is a strategic asset. Its central geographical position in Southern Africa, combined with its rich network of destinations, makes it the ideal starting point for exploring the potential of the African continent. With the continued success of Meetings Africa and the tourism boom on the South Coast, Johannesburg confirms its status as the undisputed capital of business tourism in Africa.