The Africa Live Entertainment Conference (ALEC), a pan-African platform examining the cultural, economic, and structural forces shaping live entertainment across the continent, is scheduled to take place in Johannesburg, South Africa, from March 5 to 7, 2026.
The event will be held in partnership with the African Tourism Board (ATB), bringing together key stakeholders from Africa’s live entertainment and tourism sectors. ALEC is designed for professionals working across live music, touring, festivals, venues, nightlife, sports entertainment, and the broader creative economy. Expected attendees include promoters, booking agents, artists, managers, venue operators, policymakers, investors, sponsors, and tourism professionals from across Africa and the diaspora.
Speaking on the upcoming event, ALEC founder and lead organiser Sasha P. highlighted the importance of the partnership with ATB. “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 underscores the growing link between entertainment and tourism, particularly in areas such as destination branding and cultural exchange. ALEC aims to foster structured conversations between entertainment industry players and tourism stakeholders across Africa.
Johannesburg was chosen as the host city for its thriving creative ecosystem, international accessibility, and track record in hosting major conferences and cultural events. As a gateway to Southern Africa, it also offers a strategic hub for pan-African engagement.
Over three days, the conference will feature keynotes, panel discussions, workshops, networking sessions, and curated cultural experiences. Topics will include touring and artist mobility within Africa, venue development, ticketing and technology, sponsorship models, and the intersection of live entertainment and tourism.
According to the organisers, ALEC was established to address long-standing gaps in Africa’s live entertainment industry by providing a consistent platform for collaboration and alignment. More details on the programme and participating organisations are expected to be shared in the coming weeks.
