Africa’s Business Events: The Shifts, Innovations, and Opportunities Defining 2025

AAfrica’s Business Events sector is evolving rapidly through strong regional chapters, sustainability initiatives, emerging trends such as athleisure, cross-country collaboration, and strategic infrastructure developments, which are reshaping the continent’s Business Events landscape. These trends collectively position Africa to expand its role as a leading destination for international and regional Business Events, demonstrating the continent’s growing sophistication and capacity in the sector.

Regional Chapters Driving Growth

Following the post-COVID-19 pandemic, the region has witnessed a much-anticipated surge in local and regional partners across the continent. Regional Chapters are a great conduit for facilitating the adoption of policies, training, and even overcoming fears of adopting and embracing new technologies. Some of these include the African Society of Association Executives (AfSAE) and the South African Township and Village Tourism Association (SATOVITO). African markets are moving away from an over-reliance on international chapters and are building strong regional networks that support the growth of the Business Events sector.

These regional chapters are not only expanding in number but also in influence. AfSAE, for example, hosts regional knowledge-sharing platforms such as the Africa Associations Summit, while SATOVITO promotes township and village tourism through workshops, regional engagements, and annual intra-trade conferences. These developments reflect a shift toward African-led networks that strengthen sector coordination, professional development, and localisation of best practices. The advantage is that all these activities are carried out with an African lens (Africans are interpreting and shaping the region with a deeper understanding of the challenges that the region faces, by introducing solutions that are by Africans and for Africans)

Sustainability Extension

Sustainability continues to be a major topic in Africa’s Business Events sector, particularly in relation to the environmental and social impact of the sub-sector. In Ghana, the sector is increasingly linking sustainability with technology. A notable example is the incorporation of food-waste and food-donation platforms, such as the OkumKɔm App, which facilitates the redistribution of surplus food and reduces waste. Such initiatives highlight the growing role of responsible practices in African Business Events.

Across the continent, event organisers are integrating sustainability into their operations, which includes waste reduction, local sourcing, and environmentally conscious event design. These measures demonstrate a continent-wide recognition of the importance of and compliance with Environmental, Social and Governance (ESG) considerations in the industry.

Athleisure Trends in Business Events

The rise of athleisure is influencing delegate attire at conferences and events. Branded clothing items, such as sneakers, reinforce event and brand identity. For example, Wesgro showcased branded Veldskoen, at the Western Cape Air Cargo Conference 2025. An international example is one by IMEX. The IMEX group introduced their branded sneakers in 2024. This trend reflects a move toward practical, comfortable, and modern event apparel, all while maintaining strong brand visibility.

Co-opetition Among African Countries

African countries are increasingly collaborating to advance Regional Business Events, an approach often called co-opetition. At the Africa Business Events Expo 2025 in Kenya, a CEO roundtable brought together industry leaders to share insights and case studies from countries such as Rwanda and South Africa. Discussions focused on how these examples could inform Kenya’s Business Events sector. The forum further addressed matters such as visa processes, travel advisories, and alignment with sustainability policies and trends. This collaborative model demonstrates how African markets are learning from one another while simultaneously strengthening their individual competitiveness.

Infrastructure Development

Ghana’s Convention Centre

Robust infrastructure development remains critical for the growth of Business Events on the continent. In Ghana, the government is investing in a 20,000-seater convention centre as part of a $20 million infrastructure project at the Ghana Trade Fair site. Once completed, the Ghana Trade Fair Convention Centre is expected to position the country as a competitive hub for large-scale conferences and international events. This facility, alongside upgraded hotels and transport links, will enhance Ghana’s capacity to host major gatherings and strengthen its Business Events offering.

Aviation Expansion

In the Eastern bloc of the continent, Ethiopia is set to develop its second International Airport, the Bishoftu International Airport, which will complement the Addis Ababa Bole International Airport. The $10 billion project is said to capacitate the continent’s operational and fleet capacity, with a capacity of 110 million passengers and 3,73 million tonnes in cargo1. Ethiopia, alongside South Africa and Egypt, are seen as the continent’s key hub connections. Through this

initiative, the airport and Ethiopia’s national carrier, Ethiopian Airlines, will drive connectivity across the continent and further address the fragmentation in African skies.

Cultural and Scientific contribution to the knowledge Economy

In the Southern tip of the Continent, South Africa opened the Kgodumodumo Dinosaur Interpretation Centre in the Golden Gate Highlands Park, Free State2, worth R120 million. The Centre is also a conduit in facilitating further academic research, excursions and cultural exchange programs. Therefore, through this cultural and scientific attraction, and others like it on the continent, Africa has an opportunity to grow its Palaeontological and Archaeological African chapters, through their contribution to the knowledge economy.

Conclusion:

These trends make it clear that Africa is stepping confidently into a new era for the Business Events sector. With rising sophistication, strengthened capacity, and an expanding footprint on the global stage, the continent is not just participating; it is positioning itself as a powerful, influential force shaping the future of business events worldwide.