Africa’s cannabis sector is entering a decisive phase of commercial acceleration, with market value, regulatory momentum and international interest all signalling an industry on the brink of significant expansion.
The global cannabis market has expanded from approximately $21 billion in 2020 to over $70 billion in recent estimates, with sustained growth expected as regulatory frameworks mature and international trade evolves (sources: BDSA; Grand View Research). This rapid expansion is opening up new frontier markets, with Africa, and South Africa in particular, increasingly positioned as high-potential growth regions within the global landscape.
While countries such as the United States and Canada dominate regulated production, and regions like Morocco lead in traditional large-scale cultivation, emerging markets are drawing growing international interest as the sector shifts towards formalised, export-driven models.
In South Africa, the opportunity is particularly pronounced. The market is currently estimated at over R14 billion in its regulated form, exceeding R30 billion when informal trade is included, underscoring both the scale of existing demand and the significant upside as the industry continues to formalise and integrate into the mainstream economy.
Against this backdrop, The Cannabis Expo 2026, taking place at the Sandton Convention Centre from 29–31 May, is seeing strong pre-event traction, with over 30% growth in both exhibitors and ticket sales compared to 2025. The uptick reflects rising business confidence, increased deal-making appetite, and a broader shift from speculative interest to structured commercial participation.
A notable trend this year is the increase in international exhibitors and stakeholders, reinforcing South Africa’s role as a strategic gateway into the African cannabis economy. Global operators, investors and service providers are actively seeking entry points into the region, drawn by favourable climate conditions, evolving legislation and long-term export potential.
“The cannabis industry is no longer emerging, it is organising,” says Silas Howarth, Founder and CEO of The Cannabis Expo. “What we are seeing now is a clear transition from fragmented activity to a more formalised, regulated and commercially viable sector. That shift is what is driving both local growth and international attention.”
South Africa’s regulatory environment continues to evolve, with ongoing developments around licensing, private use, and commercial frameworks. While complexity and ambiguity remain, the direction of travel is clear: greater formalisation, increased oversight, and expanding economic participation.
“The industry at a critical inflection point. For business, government and media alike, the question is no longer whether cannabis will become a meaningful economic sector, but how quickly and in what form that growth will materialise.” continues Howarth.
The Cannabis Expo has positioned itself at the centre of this transition, functioning not only as a showcase of products and services, but as a barometer for industry sentiment, investment readiness and regulatory progress.
Alongside the exhibition, the event includes a comprehensive content programme and together with the Cheeba Cannabis & Hemp Summit, bring together policymakers, regulators, analysts and operators to unpack the structural realities shaping the sector.
A key indicator of the sector’s growing legitimacy is the calibre of institutions actively participating in the conversation. This year’s programme includes representation from the South African Health Products Regulatory Authority (SAHPRA) and the Department of Trade, Industry and Competition (the dtic), signalling direct engagement from both the country’s primary health regulator and its central economic policymaker.
They are joined by leading economic advisory firm Genesis Analytics and policy think tank Trade & Industrial Policy Strategies, bringing critical insight into market viability, industrial development and the broader economic role cannabis could play in South Africa’s growth strategy.
This level of participation reflects a notable shift. What was once a peripheral or speculative sector is now firmly on the radar of regulators, policymakers and mainstream economic institutions, further reinforcing the industry’s move towards formalisation and structured growth.
As Africa’s cannabis economy moves closer to mainstream commercialisation, platforms that connect stakeholders, surface insights and enable real business engagement are becoming increasingly critical.
For those tracking where the sector is headed, and how quickly it is getting there, The Cannabis Expo 2026 offers a clear view of an industry approaching scale.