The Cannabis Expo, to be held at the Sandton Convention Centre from 29 to 31 May 2026, is shaping up as the organizing team team finalizes exhibitor entries and gets to grip with the logistics of putting together Africa’s showcase cannabis event. Cannabiz Africa Brett Hilton-Barber caught up with Howarth this week to see what’s on the cards.
BHB: The 2026 Cannabis Expo comes at an exciting period in the growth of the South African cannabis market. This time last year we were reeling from the hemp foodstuff ban; now Government is talking about licensing retail outlets and non-medical high-THC cultivators. How are these ‘mainstreaming’ changes likely to filter through to this year’s Expo?
SH: Last year there was a lot of uncertainty, frustration and, frankly, confusion in the market. This year there’s real momentum. Government signalling around retail licensing and broader cultivation frameworks has shifted the mood from defensive to opportunistic.
Trade, Industry and Competition Minister Parks Tau recently highlighted the sector’s economic potential, while also acknowledging that growth depends on resolving legislative and regulatory bottlenecks. Work is underway to review the National Cannabis Master Plan, address legislative gaps, and develop frameworks to support industrialisation and commercialisation.
At The Cannabis Expo, this translates into a far more confident exhibitor base. Businesses are no longer just testing the waters they are actively building brands, distribution and scale. We’re also seeing a noticeable increase in serious investors and commercial operators attending. The conversation has matured less about survival, more about strategy.
BHB: With BudBox as the lead partner, is this year’s Expo going to be an unashamed celebration of ‘rec’, or will there still be a strong health, wellness and medical presence?
SH: BudBox definitely brings strong energy to the recreational side, and we’re not shy about celebrating that. But The Cannabis Expo has always been, and will remain, a full-spectrum event.
There is still a very strong medical, wellness and health component, and that space is becoming increasingly sophisticated. We’re seeing better-informed consumers, more credible products, and more science-led discussions. It’s not either/or – it’s a true reflection of the industry, spanning both lifestyle and therapeutic use.
BudBox itself reflects this evolution. As a locally founded, private members club, it brings together a diverse adult community with access to a carefully curated range of premium cannabis services. Focused on culture, lifestyle and emerging industry trends, it offers a discreet, service-led experience built on responsibility, trust and consistency.
BHB: A new feature this year is The Vape Expo, sponsored by Ignite. How does that fit in with the broader Expo for exhibitors and consumers?
SH: Vaping has become a major adjacent category, not just within cannabis but across broader consumer behaviour. From an exhibitor perspective, it opens the door to hardware manufacturers, accessory brands and tech innovators.
For consumers, it adds another layer of experience and education. The key for us is integration it’s not a bolt-on event, but a complementary extension of the cannabis ecosystem that reflects how people consume today.
BHB: Have any Government departments taken up exhibitor space yet?
SH: Government has always been a strong and valued supporter of The Cannabis Expo, and this year will be no different. We’ve maintained ongoing engagement with various departments over the years, and we continue to see consistent interest and involvement.
Their participation typically takes a number of forms, from exhibition space to contributing as panellists in our discussions, which adds real depth and credibility to the event.
It’s incredibly important for the industry and policymakers to engage directly, and The Cannabis Expo provides a meaningful platform for those conversations to happen.
BHB: Any international exhibitor confirmations at this stage?
SH: Yes, we’re seeing strong international interest again, with confirmed participation from Europe, Asia, North America and parts of Africa.
What’s particularly interesting is that international players are no longer just exploring Africa, they’re looking specifically at South Africa as a gateway market. That’s a significant shift and a very positive signal for the local industry.
BHB: Besides the well-known food hall and Freedom Concert, is there anything new to look out for this year?
SH: There’s a lot happening this year. As mentioned, we’re launching The Vape Expo, which is positioned to become South Africa’s fastest-growing B2B and consumer vape exhibition a true marketplace for vape culture, innovation and lifestyle.
We’ve also reimagined the Freedom Festival as Mixology Fest a premium lifestyle experience centred on drinks, music, food and social connection. It will serve as the main social hub linking The Cannabis Expo and The Vape Expo, featuring curated music, branded bar experiences and live mixology moments in a high-energy indoor-outdoor setting.
The Cheeba Summit returns as well, offering expert-led talks and panels with both local and international speakers. It’s a valuable platform to explore developments in cannabis and hemp, connect with industry leaders, and deepen understanding of this rapidly evolving space.
Across the three days, thousands of adult consumers will move through these co-located events, creating strong foot traffic, longer dwell times, and meaningful real-world engagement for cannabis, vape, beverage and lifestyle brands. There really is something for everyone from medical and hemp applications to emerging cannabis culture.
BHB: Any confirmations for the main stage line-up yet?
SH: We’re finalising the line-up, but it’s shaping up well.
You can expect a mix of industry leaders, government representatives, thought-provoking speakers and strong local personalities. We’re placing greater emphasis on panel discussions to unpack key topics and drive education, innovation and leadership within the industry.
BHB: Is there still space for first-time exhibitors? If so, what kinds of businesses would you encourage to take part?
SH: Due to high demand, we’ve expanded the floor space so yes, there is still availability.
We actively encourage first-time exhibitors, particularly those bringing something fresh to the table, whether that’s innovation, strong branding or a unique value proposition. This could include anything from cultivation technology and retail concepts to wellness products and ancillary services such as finance, legal, operating systems, packaging or logistics.
The industry is expanding rapidly, and The Cannabis Expo is a reflection of that diversity.
BHB: The South African cannabis landscape has evolved dramatically since the inaugural Pretoria show in 2018. How has The Cannabis Expo reflected these changes?
SH: In 2018, it felt like we were introducing the concept to the public there was a lot of curiosity and novelty.
Today, it’s a fully-fledged industry event. The conversations are deeper, the exhibitors are more professional, and the audience is far more informed. We’ve evolved alongside the market from awareness-building to facilitating real business and industry development.
BHB: On a personal level, how does it feel pulling off Africa’s biggest cannabis expo and networking event in terms of the pain-to-pleasure ratio?
SH: It’s a rollercoaster, no doubt. There’s pressure, a lot of moving parts, and the regulatory environment doesn’t always make things easy.
But the payoff is huge. Seeing the industry come together, watching businesses grow, and being part of something that’s genuinely shaping a new sector in Africa is incredibly rewarding.
And we do have fun along the way The Cannabis Expo is a positive, high-energy event, and people leave the weekend feeling energised, inspired and excited.
So yes, there’s pain but the pleasure definitely wins.
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