SANDTON — Mpumalanga Tourism and Parks Agency (MTPA) has reflected on its participation at Meetings Africa, held from 23 to 25 February 2026 at the Sandton Convention Centre, generated business leads and exposure for local tourism businesses.
MTPA enabled six Mpumalanga tourism businesses to exhibit at the event, which brought together 375 buyers from 53 countries and facilitated over 6,400 confirmed business meetings.
The exhibition featured 325 exhibitors from 21 African countries. The selected businesses each contributed R7 000 exhibition fee, while the agency invested approximately R740 000 to cover all logistics.
Through engagements with hosted buyers, including associations and academic institutions, the agency and exhibiting businesses generated multiple strong leads. Interest was expressed in key provincial economic sectors such as mining, agriculture and tourism.
According to MTPA, over 200 meetings were held by Mpumalanga tourism businesses, including opportunities to present during Speed Marketing group sessions. These engagements created valuable connections within the Meetings, Incentives, Conferences and Exhibitions (MICE) sector.
While MICE engagements often do not produce immediate results, they typically translate into long-term opportunities through confirmed bids, secured events and repeat engagements over time.
MTPA used the platform to showcase Mpumalanga’s readiness to host business events, highlighting ongoing infrastructure upgrades, improved road maintenance and expanded air services that position the province competitively as a distinctive business tourism and events destination.
“Mpumalanga is well positioned to host small to medium-sized MICE events and incentive programmes that combine business objectives with the province’s natural and cultural attractions,” MTPA stated.
“The province’s game reserves and luxury lodges near the Kruger National Park, as well as boutique venues in areas such as Dullstroom and the Panorama Route, offer ideal settings that blend business events with safari and nature experiences,”
MTPA pointed out, adding that the province’s accessibility is strengthened by air connections through Kruger Mpumalanga International Airport and Skukuza Airport, linking Mpumalanga to major South African cities and regional destinations.
MTPA emphasised that its support for tourism businesses extends beyond creating access to major industry platforms. “The entity works collaboratively with event venues, conference centres and accommodation providers to co-bid for national and international events,” the agency said.
According to MTPA, support also includes hosting industry sessions focused on incentive programmes, grading systems, certification requirements and compliance standards to ensure that businesses meet key industry requirements.
MTPA also highlighted a milestone from the event — an inspection visit to Mpumalanga attractions by the Pan African Tourism Board, representing tourism stakeholders from 20 African countries.
“The visit is expected to strengthen continental collaboration and open doors for future conferences, tourism forums and association gatherings across the continent.”
“This growing relationship with the Pan African Tourism Board will not only enhance the province’s continental visibility and endorsement potential but also create opportunities to position Mpumalanga as a preferred host destination for Pan-African meetings and sector-specific events,” the agency said.
Shortly after Meetings Africa, the agency hosted three post-event familiarisation (FAM) trips, which it described as a strategic win for the province’s MICE sector.
“It reinforces the message that Mpumalanga is not only a premier leisure and safari destination, but also a strong and credible contender in the business events space,” MTPA concluded.
Speaking at the event, Tourism Minister Patricia de Lille highlighted the economic contribution of Meetings Africa.
“Over the past three years alone, the economic impact of Meetings Africa on our GDP has nearly doubled, from R371 million in 2023 to R690 million in 2025. During this period, Meetings Africa has created and sustained over 2,600 jobs,” she said.
The 2026 edition marked the 20th anniversary of the event under the theme “20 Years of Connecting Africa to the World.” Final reports on the event’s full economic impact are expected in the coming months.
Local tourism businesses that attended the event said the platform created valuable networking opportunities.
Netto Maluka, owner of Mbombela Experience Tours and Safaris, which conducts tours across Mpumalanga including the Kruger National Park and the Panorama Route, said the opportunity created valuable connections.
“We have met with potential buyers and interacted with quality buyers. It has been a successful two days for us. Thank you to MTPA for giving us the platform to be here and connect with people from across the world,” he said.
Emmanuel Wela, Sales Executive at Graceland Hotel Casino and Country Club in Secunda, who also attended the event last year, said the results from previous participation were already visible.
“Many people came to the hotel after last year’s event. This is not just a talk show, people do business. We got a lot of traction, not only from international buyers but also from local tour companies. Compared to last year, the connections made this year were even better,” he said.
Nomkhosi Tshabalala, representing the Kruger Lowveld Chamber of Business and Tourism (KLCBT), said the quality of buyers had improved.
“We have seen a definite increase in the quality of buyers compared to 2025. We also participated in the speed networking sessions, and it has been exciting to see people showing interest in learning more,” she said.
Tshabalala also thanked MTPA for creating access to international markets.
“It’s a great platform and we are grateful for the opportunity to access the market,” she said.
