SA Tourism Plans Major Changes for 2026: What the Trade Show Overhaul Means for Exhibitors

South African Tourism (SA Tourism) is preparing to launch its 2026 trade shows, Meetings Africa and Africa’s Travel Indaba (ATI), with significant improvements based on feedback from exhibitors and buyers after the challenges faced during the 2025 events. The Department of Tourism (DMO) plans to open registrations for both events by the end of October 2025, ensuring better planning and execution for the upcoming shows. This comes after a series of detailed consultations and surveys that shed light on the internal struggles that hindered the smooth running of the 2025 trade shows.

Who Is Responsible for the Trade Show Overhaul?

SA Tourism has been actively involved in addressing the issues raised during feedback sessions with exhibitors and buyers. Nitta Sukha, Trade Platforms Manager, along with Mpho Mabaso, Acting GM for Strategic Platforms, confirmed that actions are being taken to prevent the problems experienced during the 2025 shows. The feedback consultations, which included approximately 40 exhibitors in Johannesburg on October 2, 2025, revealed that supplier procurement issues and internal delays were among the biggest challenges.

The tender process for an events management company (EMC) to handle both the 2026, 2027, and 2028 trade shows closed in September, with an appointment expected by the end of October. The EMC is tasked with ensuring that the next trade shows meet high standards of professionalism and organization.

What Were the Key Issues from the 2025 Shows?

During the debriefing session in Johannesburg, exhibitors and buyers voiced their dissatisfaction with several aspects of the 2025 ATI. Post-event surveys from 119 exhibitors and 118 buyers highlighted a significant drop in satisfaction, with exhibitors’ overall impressions of the event falling from 91% in 2024 to just 50% in 2025. Communication, floor layout, registration processes, and stand rates were some of the areas that received poor ratings.

The exhibitors reported a decrease in the number of meetings held, from an average of 28 meetings in 2024 to 22 in 2025. The number of secured deals also dropped, from four in 2024 to two in 2025. Buyers were similarly less impressed, with their overall impression rating dropping from 94% in 2024 to 81% in 2025. Despite these declines, 95% of buyers still found the event beneficial for business, and 99% expressed a high likelihood of recommending South Africa as a travel destination.

When Will the 2026 Trade Shows Open for Registration?

SA Tourism has announced that by the end of October 2025, registrations for both Meetings Africa and ATI 2026 will be open. The fast-tracking of this process aims to provide better timeframes for exhibitors and buyers, enabling more organized planning. By ensuring that these trade shows are managed with a stronger focus on efficiency, SA Tourism hopes to avoid the delays and procurement challenges that affected 2025.

The event dates for 2026, 2027, and 2028 have also been announced, along with the host cities for these years, which will give exhibitors and buyers the certainty needed to plan ahead and ensure that the upcoming trade shows are successful.

Where Will the 2026 Trade Shows Take Place?

While specific locations within South Africa have been confirmed for the upcoming years, the 2026 Meetings Africa and ATI trade shows will continue to bring global tourism leaders to South Africa. The country remains a major hub for tourism in Africa, and these trade shows are integral to enhancing South Africa’s visibility in the global tourism market.

The trade shows will be critical for engaging with international buyers, showcasing South Africa’s tourism offerings, and strengthening ties with global industry stakeholders. By securing early commitments from exhibitors and participants, SA Tourism hopes to provide a more organized, seamless experience that reflects the nation’s commitment to quality tourism events.

Why Is This Overhaul Crucial for the 2026 Trade Shows?

The SA Tourism team recognizes the importance of the feedback provided by exhibitors, buyers, and South Africa’s leading tourism associations. The commitment to improving the trade shows has been underscored by ongoing consultations and the establishment of a private-sector advisory panel, designed to guide future decision-making processes for both Meetings Africa and ATI.

By openly addressing the shortcomings of 2025’s shows, SA Tourism aims to build trust and provide exhibitors and buyers with the confidence that the 2026 events will be better managed. The early announcement of key dates and confirmed host cities is expected to foster a sense of anticipation and urgency among stakeholders, ensuring that the 2026 shows stand out as a successful platform for business, networking, and tourism promotion.

How Will These Improvements Benefit the Tourism Industry?

The trade shows play a vital role in positioning South Africa as a leading destination in the international tourism market. Exhibitors and buyers rely on these events to forge important business relationships, and the goal for 2026 is to restore confidence in these crucial platforms. With better planning, enhanced communication, and clearer registration processes, the 2026 trade shows will likely see an increase in both attendance and deals secured.

Helen Wilson, Marketing Manager at Makweti Safari Lodge, highlighted the significance of these improvements for South Africa’s inbound tourism sector, emphasizing the long-standing importance of these trade shows for the industry. The overhaul of the 2026 trade shows demonstrates SA Tourism’s dedication to improving the quality of its events and delivering a better experience for all involved.

By fast-tracking the planning process and addressing the issues raised during the 2025 trade shows, SA Tourism is positioning itself to deliver world-class events in 2026, strengthening South Africa’s place on the global tourism map and ensuring that exhibitors and buyers have an effective platform to engage with each other.

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