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SAACI Congress 2024
Minister of Tourism, Patricia de Lille.
SAACI Congress 2024 — embracing change
“The world we knew is gone, it’s time to start changing and embracing the new.”
By Irene Costa
These words by speaker Muzi Kuzwayo, set the scene on day one, for what was to come at the SAACI National Annual Congress 2024, which took place at the Marriott Hotel in Melrose Arch, Johannesburg from 28-30 July.
Themed, Beyond Eventing, the SAACI National Congress pushed boundaries as it unpacked technology as never before, by debunking myths and offering practical tips on how to incorporate automation through AI, into everything work-related and highlighting the importance of human touch. The congress also looked at mental health and wellness, inclusion, and gender fluidity, coaching and mentorship, social media, technology, and innovation in the business events sector.
In her keynote address, Minister of Tourism, Patricia de Lille, said that the government had identified three key development areas for the next five years, which should also be introduced to the business events sector. These priorities are driving inclusive economic growth and job creation, reducing poverty, and building a capable, ethical and developmental state.“We have a unique opportunity to redesign the next five years of tourism, together,”Minister de Lille added.
On point with the congress theme, Beyond Eventing, Minister de Lille, said:“We also need to demonstrate how we will use technology to grow the industry and improve the events and conference digital infrastructure. We need to be at the forefront of what’s new and exciting, to maintain South Africa’s position as a top events and conference destination.”
Minister de Lille also challenged the sector, with the assistance of SAACI, to identify the industry’s regulatory and legislative stumbling blocks, to find solutions and to address them.
Day two of the congress primarily focused on the future of technology, automation and mentorship.
Johan Steyn spoke on automation and making use of your common sense when it comes to automation. He said that certain things can already be automated, such as admin, but there are things that cannot be automated, like experiences. Mr Steyn said that you should approach automation cautiously, and explained how de-automating your business could be the answer to your success.
Speaker, Vumile Msweli tackled how to empower your organisations, by redefining careers and human capital in a tech-driven world by reconsidering the value we place on things. Samke Mhlonge challenged delegates to be more proactive, instead of reactive, and to build Community.
The Community blueprint for this is:
C – Common Problem
O – Onboarding Strategy
M – Monetisation Strategy
U – Unique Selling Proposition
N – Nurturing the Community
I – IT and Tech Requirements
T – Team
Y- Yield
Mr Hamann, this can be achieved by building venues in these areas and conferencing outside the major cities.
Boitumelo Kgoebane highlighted the importance of mental health and wellness. “Burnout is real,” she said.
Revel Harris provided a frank discussion on inclusion and gender fluidity in the workplace. He highlighted some of the injustices that still occur in our country today.
Other themes discussed were coaching and mentorship, social media, technology, and innovation in the business events sector.
Bjorn Hufkie from the South Africa National Convention Bureau kicked off the final day, by highlighting the importance of the business events sector, to claim its space as a leader in job creation and economic development. “We cannot do it by ourselves,” he said.
Mr Hufkie explained that the industry needs to be more deliberate in how it spreads business across South Africa, by hosting more large-scale conferences, expanding to underperforming markets, and bidding for more events.
Mr Hufkie also touched on the Bid Support Programme that is available to the industry when bidding for conferences, exhibitions, meetings, and incentives.
The panel discussion, Expectations for the Future, comprised of industry experts: Londi Khumalo; Frank Murangwa; Nina Freysen-Pretorius, Nonnie Kubeka, Herkie Du Preez, and Ross Wilson. The panelists offered life experiences and insights into the current landscape, with sustainability being key and how business today needs to make an impact. They also agreed, that as much as technology is important, nothing can replace the human element.
Xolisa Dhlamini from Sanlam spoke on sustainability for future generations.
Finally, Dean Furman, acclaimed author, keynote speaker, and AI innovator left delegates in awe of how AI can be incorporated into our sector’s everyday lives. His top tips were most practical, and he shared some great AI apps that can be used for presentations, programme design, and so much more.
Mr Furman used an example of a cupcake, to help people understand how to get better results from their AI and technology.
“You start with your objectives, which are the foundation of the cupcake’s recipe. Then, you add more context, which is the icing. And finally, you put the cherry on top of the cupcake. This includes finer details, such as role, audience, format, and tone,” he explained.
Mr Furman unpacked AI by showing delegates how using generative AI more effectively can save time.
