The Federated Hospitality Association of Southern Africa (FEDHASA) has renewed its partnership with the Good Life Show Africa 2026, taking place in Cape Town at the CTICC from 29 to 31 May, and in Johannesburg at the Sandton Convention Centre from 18 to 20 September, aligning the collaboration with a broader industry effort to accelerate sustainable hospitality practice across the region. Through the partnership, FEDHASA members will receive preferential access to both editions of the event, along with a 15% discount on attendance, giving operators a direct route into one of the continent’s most significant sustainability and conscious living platforms.
Research from the EHL Group’s Food and Well-being Trend Report 2025 shows that between 60% and 70% of consumers now expect food-service operators to offer meals that are both healthy and sustainably sourced.Yet, according to Africa Travel Week’s 2026 State of African Tourism Report, only 4.3% of Southern and East African properties currently hold third-party sustainability certification. The gap between market expectation and industry delivery is wide, and closing it requires access to the right suppliers, frameworks, knowledge, and conversations.
“Our role is to create the conditions in which our members can thrive. Sustainable food, beverage, and wellness are dramatically influencing guest choices, buyer decisions, and investment criteria right now. Our partnership with The Good Life Show Africa is just one of the ways we’re ensuring FEDHASA members have access to the platforms and partnerships they need to move forward with confidence,” said Lee-Anne Singer, FEDHASA Cape Chair.
The urgency is underscored by the EU’s Directive on Empowering Consumers for the Green Transition (Directive 2024/825), which becomes binding across European member states from 27 September 2026. European buyers will be required to substantiate every sustainability claim made about the destinations and properties they sell, meaning South African hospitality businesses without verified sustainability credentials risk losing access to one of their most valuable source markets.
Among FEDHASA’s membership, operators are already demonstrating what is possible when sustainability is treated as an operational commitment rather than a communications exercise. Caron van Rooyen, General Manager of Hotel Verde, Africa’s first hotel to achieve Net Zero Waste certification from the Green Building Council of South Africa, speaks directly to the commercial case:
“There is a persistent assumption that sustainable food costs more and squeezes margins. Our experience tells a different story. Sustainability forces operational discipline. When done properly, it results in a more efficient kitchen rather than a more expensive one.”
Van Rooyen’s broader call to the industry is equally direct: “The industry needs to move from viewing sustainability as a marketing initiative to treating it as an operational standard. The operators who succeed will be those who integrate sustainability into the core of their business model rather than treating it as a separate strategy.”
It is a shift FEDHASA is committed to supporting across its full membership through advocacy, knowledge sharing, and strategic partnerships – such as with The Good Life Show Africa – that connect operators with everything they need to make sustainable practices measurable, verifiable, and commercially viable.
As the only event of its kind on the continent, The Good Life Show Africa gives hospitality operators direct access to Africa’s most innovative producers – across food and beverage, wellness, eco-luxury personal care, and hotel amenities – through live culinary demonstrations, masterclasses, and a curated marketplace where products can be experienced firsthand.
“The show serves as a vital platform for businesses in the booming sustainability market, connecting them with influential buyers, investors, and conscious consumers,” said Heidi Warricker, Chief Events Officer at Live Events, organiser of the Good Life Show Africa. “Visitors have the opportunity to see first-hand how Africa’s producers are revolutionising the better-living space, and to taste, touch, smell, see, and take home all of this innovation.”
The 2026 edition has significantly expanded its trade infrastructure. Live Events has partnered with Ndarama Works, a Pan-African economic advisory consultancy, to facilitate market entry and export growth through targeted trade matchmaking and a hosted buyer programme drawing participants from across Africa, Europe, the Americas, and beyond. Operators attending the show can register to participate in curated matchmaking, connecting directly with buyers aligned to their product offering.
The exclusive 15% attendance discount for FEDHASA members is available on registration. Full details are available at www.goodlifeshowafrica.com.
