Private-sector leaders have welcomed the earlier launch of exhibitor registration for next year’s Meetings Africa but say rebuilding confidence in the show will depend on improvements to its hosted buyer programme.
While earlier planning has been welcomed as a step in the right direction, industry leaders say problems with hosted buyer logistics, planning and vetting in recent years have damaged confidence in the event. SA Tourism says it has taken this feedback on board with changes to the hosed buyer programme and earlier operational planning underway for 2027.
Tess Proos, President of the African chapter of the Society of Incentive Travel Excellence (SITE), and Alex Wrottesley, a member of the SITE International Board of Directors, told Tourism Update that earlier opening of exhibitor registration is a positive development.
“Meetings Africa is a show for the buyers ultimately and that is a plan that needs to come into play six months in advance,” said Wrottesley. In the past, planning windows were too short, particularly in the post-COVID period, she added.
Proos pointed to problems with basic hosted buyer arrangements over the past two years, including ticketing and accommodation. She said some hosted buyers did not receive their tickets on time while others arrived at the airport without knowing where they were staying or were dropped off at the wrong hotels.
“We’ve lost a lot of hosted buyers because of that. We could not give them any confident answers as to when they’ll get their tickets,” said Proos.
Private-sector players had to step in to protect relationships with key international buyers, often at their own expense, according to Proos and Wrottesley.
Confidence will depend on delivery
Proos believes industry confidence will return only if Meetings Africa can be delivered successfully and on time – without the delays and last-minute scrambling seen in recent years.
Wrottesley warned that many suppliers will remain on the sidelines until they see consistent, reliable delivery.
“There are suppliers who probably, for the next few years, will never get a stand at Meetings Africa because they’ve lost faith in the system. For some people, it’s going to take a little bit of time. It’s not going to be an easy sell,” she said.
SA Tourism responds
Corne Koch, Chief Convention Bureau Officer at the South African National Convention Bureau, told Tourism Update that planning for Meetings Africa 2027 had been informed by lessons and feedback from the 2026 edition.
She confirmed that SA Tourism held sector debrief sessions in Johannesburg, Cape Town, Durban and online after this year’s edition.
“Feedback on the hosted buyer programme has been integrated into the 2027 planning with stronger focus on buyer quality, relevance, purchasing authority, business potential and alignment with exhibitor needs. Exhibitors may also recommend buyers for consideration,” Koch said.
Hosted buyer applications are set to open before the end of September 2026, she pointed out. “This extended timeline allows for more thorough buyer assessment, confirmation, matching and improved travel, accommodation and logistics planning.”
Appointing exhibition and travel management companies earlier has strengthened operational planning and accommodation arrangements are already in progress, Koch added.
“These steps aim to ensure greater certainty for hosted buyers and allow for early identification and resolution of potential issues,” she said.
