South Africa's Tourism Minister Patricia de Lille at the official opening of Meetings Africa at the Sandton Convention Centre in Johannesburg.
Image: Department of Tourism/Facebook
In an inspiring address at the official opening of Meetings Africa 2025, held at the Sandton Convention Centre in Johannesburg, South Africa’s Tourism Minister Patricia de Lille declared Africa as a premier destination poised to host global events, notably the upcoming G20 Summit.
This momentous occasion will mark the first time the G20 Summit takes place on African soil, signalling a pivotal shift for the continent in the world of international business and economic leadership.
The minister noted that events like Meetings Africa not only highlight Africa’s remarkable capabilities but also serve as catalysts for fostering global dialogue, business collaboration, and substantial economic growth.
“The G20 summit is more than just an event - it is a statement to the world that Africa is ready to take its rightful place in global economic leadership,” she stated.
She emphasised that hosting such a prestigious gathering underscores South Africa’s commitment to delivering world-class events.
As the nation gears up for the G20 Summit, which will feature over 130 related meetings across South Africa, De Lille confirmed the unparalleled opportunities these events present for showcasing local venues, creating job opportunities and attracting investment.
“This year, we reaffirm our commitment to positioning Africa as a global powerhouse in the MICE sector,” she said, framing Meetings Africa as a vital platform where ideas merge with opportunities and innovation thrives.
Meetings Africa is more than just an annual trade show; it serves as a Pan-African showcase of excellence with the potential to unlock new possibilities within the industry.
De Lille revealed that last year, Meetings Africa contributed approximately R420 million to South Africa’s economy, with R215 million funnelled into Johannesburg's economy alone.
This economic impact further exemplifies the importance of the business events sector in driving growth.
With over 410 exhibitors representing 27 African countries, the event welcomed debut delegates from Chad, Guinea, Morocco, and Madagascar, highlighting the collective strength of the continent.
According to Allied Market Research, the global Meetings, Incentives, Conferences, and Exhibitions (MICE) industry was valued at an impressive $523.3 billion in 2023, while South Africa's MICE sector was valued at $6.6 billion.
Despite these promising figures, Minister de Lille acknowledged the need for increased efforts to expand South Africa and Africa’s share in the global business events market.
“We must do a lot more to grow South Africa and Africa’s share. By working together here at Meetings Africa and beyond, we can drive lucrative investments, create jobs, and ensure Africa claims its fair share of the global business events market,” she asserted.
As the world watches, South Africa stands ready for its pivotal role in global economic discourse, showcasing its determination to lead the continent into a bright future filled with opportunities.