The Africa Live Entertainment Conference (ALEC) will hold from March 5 to 7, 2026, in Johannesburg, South Africa. The event will mark the first edition of the conference and will be delivered in partnership with the African Tourism Board (ATB).
ALEC is planned as a pan-African meeting point for stakeholders across live music, touring, festivals, venues, nightlife, sports entertainment, and related creative sectors. Expected participants include promoters, booking agents, artists, managers, venue operators, policymakers, investors, sponsors, and tourism professionals from Africa and the diaspora.
The conference places live entertainment within wider discussions on the creative economy, tourism development, and cross-border trade. Organisers say the aim is to encourage coordination across sectors that often operate separately, despite their shared impact on cities, jobs, and cultural exchange.
Speaking on the announcement, Sasha P, founder and lead organiser of ALEC, said the partnership with ATB reflects shared priorities for the continent’s entertainment ecosystem.
“Live entertainment shapes how people experience African cities and cultures,” she said. “Working with the African Tourism Board highlights the impact concerts, festivals, and cultural gatherings have- not just on tourism, but on job creation and regional collaboration. ALEC was created to give the industry a space to explore these connections more intentionally.”
The partnership highlights the link between entertainment and tourism, including destination branding, cultural exchange, and visitor movement. Through ATB’s involvement, ALEC aims to create dialogue between entertainment professionals and tourism stakeholders, with a focus on practical outcomes.
Johannesburg was selected as the host city due to its role in Africa’s creative industries and its connectivity to international markets. Organisers say the city’s position within Southern Africa supports participation from across the continent and beyond.
Across three days, ALEC will host keynotes, panel sessions, workshops, networking forums, and cultural activities. Topics will include touring and artist mobility within Africa, venue operations, ticketing systems, technology use, sponsorship structures, and the relationship between live entertainment and tourism.
According to the organisers, ALEC was created to respond to long-standing coordination gaps within Africa’s live entertainment sector by providing a recurring platform for dialogue, planning, and cooperation.
Further details on the programme, speakers, and participating organisations are expected to be announced in the coming weeks.
