Africa’s cannabis industry is moving rapidly from underground trade to serious commercial business, with South Africa emerging as one of the continent’s biggest growth markets.
Global cannabis sales have surged dramatically over the past few years, growing from around $21-billion (R345-billion) in 2020 to more than $70-billion today, according to international market analysts.
The growth has been fuelled by changing legislation, increased medical cannabis demand, and expanding international trade.
South Africa’s regulated cannabis market is already estimated to be worth more than R14 billion, while the value exceeds R30 billion when informal trade is taken into account.
Industry players believe that as regulations become clearer and the sector formalises further, the country could become a major player in the global cannabis economy.
The growing confidence in the sector is already visible ahead of The Cannabis Expo 2026, which takes place at the Sandton Convention Centre from May 29 to 31.
Participation and ticket sales rise
Organisers say exhibitor participation and ticket sales have increased by more than 30% compared to last year, signalling stronger investor confidence and growing business interest in the industry.
International companies are also increasingly looking to South Africa as a gateway into Africa’s cannabis economy.
Investors and operators are drawn to the country’s favourable climate, evolving regulatory environment and export potential.
“The cannabis industry is no longer emerging; it is organising,” said 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.”
Howarth said the conversation has shifted significantly in recent years.
“The question is no longer whether cannabis will become a meaningful economic sector but how quickly and in what form that growth will materialise,” he said.
South Africa’s cannabis regulations continue to evolve, particularly around licensing, private use and commercial frameworks.
Although uncertainty still exists in some areas, the sector is increasingly moving towards formalisation and stronger oversight.
Platform to engage
The expo has positioned itself as more than just a consumer event, becoming a platform where investors, policymakers, regulators and entrepreneurs engage on the future of the industry.
This year’s programme will feature participation from institutions including the South African Health Products Regulatory Authority and the Department of Trade, Industry and Competition, reflecting growing government involvement in shaping the sector.
Economic advisory firm Genesis Analytics and policy think-tank Trade & Industrial Policy Strategies will participate in discussions about industrial development, market viability, and the broader economic role of cannabis in South Africa.
The increased involvement of regulators and mainstream economic institutions marks a major shift for an industry that was once largely sidelined and criminalised.
As Africa’s cannabis economy edges closer to full commercialisation, industry experts believe platforms such as The Cannabis Expo will play a critical role in connecting businesses, shaping policy conversations and unlocking investment opportunities across the continent.
- Africa's cannabis industry is rapidly transitioning from underground trade to a formal commercial market, with South Africa emerging as one of the biggest growth markets on the continent.
- Global cannabis sales have surged from $21 billion in 2020 to over $70 billion today, driven by changing laws, increased medical demand, and expanded international trade.
- South Africa's regulated cannabis market is valued at over R14 billion, rising above R30 billion when informal trade is included, with expectations of becoming a major global player as regulations improve.
- The Cannabis Expo 2026 in Sandton shows growing investor confidence, with over 30% increases in exhibitor participation and ticket sales, attracting international companies interested in Africa's cannabis potential.
- Increasing government involvement and participation from key institutions at the expo signal a formalizing industry, positioning cannabis as a significant economic sector and fostering dialogue on policy and investment.
