The African creative and tourism sectors are set for a major convergence in 2026. The Africa Live Entertainment Conference (ALEC) has announced a strategic partnership with the African Tourism Board (ATB) to host a pivotal industry gathering.
A Strategic Alliance for Growth
This collaboration marks a significant step in formally linking two of Africa's most dynamic industries: live entertainment and tourism. The conference is scheduled to take place in Johannesburg, South Africa, from March 5 to 7, 2026. According to the founder and lead organiser, Sasha P., this partnership is built on a shared vision for the sector's future.
"Live entertainment fundamentally shapes how people experience African cities and cultures," Sasha P. stated. "Joining forces with the African Tourism Board underscores the powerful impact that concerts, festivals, and cultural events have—extending beyond tourism into job creation and regional collaboration. ALEC was established to provide a dedicated space for the industry to explore these connections deliberately."
Johannesburg: The Chosen Hub
The selection of Johannesburg as the host city was strategic. Organisers cited its vibrant creative ecosystem, excellent international accessibility, and proven track record of hosting large-scale conferences and cultural events. As a key gateway to Southern Africa, the city also offers a strategic base for fostering pan-African dialogue and engagement.
The event is designed as a comprehensive platform for professionals across the continent and the diaspora. Expected attendees include:
- Promoters, booking agents, and artists' managers
- Venue operators and festival organisers
- Policymakers, investors, and sponsors
- Tourism professionals and destination marketers
Conference Agenda and Lasting Impact
Over the three days, attendees will engage in a rich programme featuring keynote speeches, panel discussions, practical workshops, and dedicated networking sessions. The agenda will tackle critical themes shaping the industry's future, including:
Touring and artist mobility across African borders, venue development and management, ticketing technology innovations, sustainable sponsorship models, and the deepening intersection of live entertainment and tourism.
The organisers revealed that ALEC was created to address persistent gaps within Africa's live entertainment landscape. The goal is to establish a consistent, annual platform for collaboration, knowledge sharing, and strategic alignment across the continent. More specific details regarding the conference programme and confirmed participating organisations are promised in the coming weeks.
This partnership between ALEC and the African Tourism Board signals a mature, forward-looking approach to harnessing Africa's cultural assets for economic growth, job creation, and stronger global positioning for both sectors.
