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Signature Sponsor
August 21, 2026 - Taking place at the Johannesburg Expo Centre from September 7 to 11, the sold-out exhibition will span 44 000 m² – an increase of 4 000 m² over the previous edition – accommodating new exhibitors, expanded product categories and an entirely new outdoor exhibition area.
“We’re at 44 000 m², it’s 4 000 m² bigger than what we were previously, and a brand new record, so that means new companies, new areas for people to explore, and of course, new visitors,” says Electra Mining Africa portfolio director Charlene Hefer.
Charlene Hefer
The expansion includes the introduction of the Orange Zone, created in response to growing demand from both exhibitors and visitors.
“Visitors wanted a broader spectrum of products, we had some exhibitors that also wanted to be part of it, so we decided to open the brand new Orange Zone,” Hefer explains.
Organisers expect more than 40 000 visitors to attend this year’s exhibition, with delegates from over 60 countries already confirmed. According to exhibition organiser Montgomery Group Africa MD Gary Corin, the breadth of exhibitors returning to the event will attract an equally diverse audience.
“This year’s show is sold out, which makes it unique. In fact, it’s the biggest in its history,” Corin says, noting that several major original- equipment manufacturers have returned to the exhibition alongside suppliers spanning automation, heavy industrial equipment, pumps, valves, engineering services and international pavilions.
Strong International Participation
The exhibition’s growing international profile is also creating new opportunities for South African manufacturers and suppliers.
“We’ve got exhibitors from foreign countries also displaying their wares,” Corin says. “There’s a broad mix of exhibitor profile that is going to attract different visitors this year.”
South African Capital Equipment Export Council CEO Eric Bruggeman noted during the exhibitor briefing that machinery and capital equipment exports continue to benefit from the event, with international buyers increasingly using Electra Mining Africa as a sourcing platform.
While the exhibition remains focused on showcasing industrial technology and engineering solutions, visitors will encounter several new features designed to improve the overall experience.
Among these is the enhanced WhatsApp Concierge which will further support the visitor experience. Visitors will be able to scan QR codes at various locations throughout the show to gain information and to ask show related questions.
“As you arrive at Electra Mining, you’ll get access to the WhatsApp Concierge [where] you can ask any show related questions. [If] the Bot doesn’t know, a human will be on call to answer the question,” says Hefer.
Another new feature is the SAIMechE Skills and Career Hub, where visitors can engage with universities, higher education institutions and training providers, learn more about academic programmes and engage in conversations around the benefits of collaboration. Operational improvements, including coffee stations at registration areas, have also been introduced to enhance the visitor experience.
Innovation at the Forefront
Innovation continues to be one of Electra Mining Africa’s defining characteristics, with exhibitors expected to showcase the latest technologies, automation systems, digital solutions and equipment developments.
EMA head of marketing Natasha Heiberg says exhibitors should focus on communicating what makes them different.
“Visitors aren’t going to wake up in the morning thinking, ‘I’m going to go and look for stand C6 in Hall 5.’ They’re thinking, ‘I’m looking for these pumps and valves. I’m looking for a brand new launch, new products, sustainability’ – whatever is relevant for them,” she says. “If you’re not talking about what is making you interesting, that’s a lost opportunity.”
Corin believes exhibitors should be prepared for increasingly diverse audiences, noting that technical specialists, finance executives, procurement professionals and senior decision-makers all visit the exhibition with different objectives.
“You need to be prepared for that,” he says. “You need to be able to tailor that message. If you don’t, you’re going to miss that opportunity.”
Digital Engagement Takes Centre Stage
Digital engagement is expected to play a much bigger role at this year’s exhibition.
According to Heiberg, visitors increasingly begin planning their visit well before arriving at the Johannesburg Expo Centre, making online visibility more important than ever.
“You haven’t missed the marketing window. We are actually moving into the most important marketing period now because this is when visitors start planning what they’re going to do when they come to Electra Mining,” she says.
She says exhibitors should focus on three priorities: being easy to find, offering something interesting and actively inviting customers to visit their stands.
“It is so important for visitors to be able to find you at the show . . . find out who you are . . . and then give them a reason to visit you,” Heiberg elaborates.
Theme Days
Each day of the exhibition will focus on a specific industry theme, allowing visitors to explore technologies and discussions aligned with particular sectors and trends.
The programme includes Future Skills and Careers Day, Automation and Digital Day, Sustainability and Energy Day, Women in Mining and Engineering Day, and South Africa Day. Seminars and related activities will align with each day’s focus, providing additional opportunities for visitors to engage with subject matter experts.
Meet the Mascot
Adding a lighter touch to the exhibition is the debut of Digger, EMA’s new honey badger mascot.
Developed by the event’s marketing team, Digger was introduced after organisers identified a desire among visitors for a stronger emotional connection with the exhibition brand.
“We found that during Electra Mining 2024 our visitors were looking for a brand touch point. They want to feel the brand in a different way, they want to experience it in a different way. So we came up with Digger,” says Hefer.
The honey badger was deliberately chosen to reflect the resilience and determination associated with the mining industry.
“A honey badger is typically pugnacious, determined, always underestimated. He’s a typical South African industrial character,” Corin explains.
Visitors will be able to meet Digger throughout the exhibition, with merchandise also under consideration. Hefer confirms that the mascot is “definitely here to stay”.
Corin believes the continued success of Electra Mining Africa lies in the collaborative nature of the event.
“No single stakeholder can put an event like this together,” he says. “It’s very much a team effort. If you can convey a positive sentiment to the people coming onto your stand while being passionate about your story, you’ll be surprised how infectious that is.”
Hefer is equally enthusiastic about what visitors can expect.
“It is the biggest, yes, but it’s also the best edition of Electra Mining, and we can’t wait to open those doors,” she concludes. |
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