Thembi Kunene-Msimang — making her own mark in business events

Thembi Kunene-Msimang, 56, chief operating officer of Tourvest MICE, has two decades of experience in the tourism industry. She joined Tourvest MICE in 2019.

“I am thrilled to find myself leading a highly professional team which is so passionate about the business events industry. It makes my job as their leader so much more enjoyable. I couldn’t have asked for a better balance in life, and I am truly grateful.”

Ms Kunene-Msimang is married to her soulmate and has two incredible adult children. In the last 18 months, she adopted two beautiful Yorkies.

Where do you see the business events industry in Africa?

Africa has not seen its fair share of business events, with a lot of associations and incentive groups still preferring other continents. Africa has a lot to offer, not only by way of incredible services and memorable experiences, but also superb infrastructure for business events. The only challenge we, as MICE operators on the continent have to collectively deal with is the high cost of hosting business events due to a lot of countries on the continent relying on the USD as their preferred currency. Tourvest MICE has its sights firmly set on capacitating itself to service the needs of our existing clients on the continent. This is a natural growth path for us since most of our clients have offices and operations all over the continent.

Where were you born and raised?

I was born and raised on the dusty streets of Soweto.

Where did your career begin?

My first pivotal position was as the public relations officer for the Airports Company South Africa, based at the Johannesburg airport. This was also my first meaningful exposure to tourism in general.

How long have you been in the business events sector?

I have been in the business events sector, directly and indirectly, since my days as the airport manager in George, back in 1997.

Being a member of the Regional Tourism Organisation in the Garden Route back in 1997 had the most significant impact and I knew then that this is the space I wanted to be in. The pride and passion with which I used to ‘sell’ South Africa, and the Garden Route in particular, during those days was sensational — South Africa, as an internationally competitive destination, was at its peak and the Madiba magic was felt everywhere. I have since worked as an executive at South African Tourism, the Tourism Grading Council, Cape Town Tourism as well as RETOSA (Regional Tourism Organisation of Southern Africa — a SADC Body). I also agreed to serve as the acting chief executive officer for Brand South Africa, the custodian of the nation’s brand, prior to my appointment as chief operating officer of Tourvest MICE 2019 — following a debilitating ankle injury during an official travel trip to the World Economic Forum.

Being appointed by the then-Tourism Minister, Martinus van Schalkwyk, as the founding chairperson of the Lilizela Tourism Awards and tasked with the responsibility of launching South Africa’s inaugural premier tourism awards in 2013, was one of my industry highlights. In my current role at Tourvest, I lead a team of dedicated MICE professionals towards a practical vision of being the preferred, sustainable thought and market leader on the African continent, delivering:

• Conference and Event Management

• Professional Conference Organiser Services (PCO)

• Destination Management Company Services (DMC)

• Inbound Incentive Travel

• Outbound Incentive Travel

• Global Immersions/Executive Education

What has been the biggest change you’ve seen in this sector?

Covid was the biggest force for change for all of us in the industry, on so many levels. There is a huge pent-up demand for business events and business travel, from corporates who could not travel during Covid. Contracting with both clients and suppliers has changed, to ensure that we all protect our cashflows. We find ourselves having to manage client expectations more sensitively due to unrealistic expectations, given their limited budgets. On the extreme end of this scale, we find ourselves with a lot of potential business which we have to reluctantly turn away due to insufficient skills in the industry or extremely expensive contractors.

Were you always involved in this sector?

My very first job after I graduated from Fort Hare University, with my Communications Degree, was working as a teller at the Perm Building Society, in Commissioner Street, back in 1989. I think I can still count bank notes very quickly. I then moved to Ogilvy and Mather, in Sandton, which was quickly followed by a stint as an assistant public relations officer for the IDC (Industrial Development Corporation), before leaving them for the Airports Company.

What role does your family play in your life?

I am married to the most incredible human being. Family forms an important foundation for me. My father raised us to value each other as a family, hence my sisters and brother are still very close, and we try and do everything together — which is something that makes my mother very happy and proud. I have carried those values into my own family. The support and approval of this very close group continues to give me a sense of belonging.

What would you change in your life, if you could, when looking back?

There is not much I would want to, really. Everything that has happened to me and continues to happen was meant to happen. I am meant to be where I am, with the people I am with. I am content, I feel abundantly blessed and I am extremely grateful.

Do you have any hobbies?

I used to be an avid runner until my life-changing injury while travelling for Brand South Africa. Now, I walk regularly, and I do yoga — which my daughter inspires me to do. My husband and I read a lot and, of course, have robust discussions on current affairs.

What is your favourite sport?

Recently, I thoroughly enjoyed watching the Banyana Banyana team.

What do you do for leisure?

Jazz is something I share with my husband. So, every Sunday is a most relaxing day while catching up on current affairs from our iPads. I also thoroughly enjoy massages, which I treat myself to religiously and find every tiny excuse to book a session. Since the million physiotherapy sessions I had to go through for my ankle, I have found that touch is important for therapeutic healing.

What is your secret to success?

I really don’t have any secret. I have always been a hard worker. There is no alternative to hard work and paying attention to detail and delivering my very best in everything that I do. At least I try, but I am sure that I do disappoint every now and then — being human.

What has been the most embarrassing moment in the industry?

This is a big one! I was addressing a group of graded establishments during one of my roadshows across the country, at the CTICC, when I tried to tell them what I enjoyed about my job as the chief executive officer of the Tourism Grading Council. What came out of my mouth was not what I meant in my head. I blamed it on English being my second language. What I said was, “I love my job because I get to sleep around.’’

Imagine my shock when the whole conference room erupted in laughter. What I meant was, “I love my job because I get invited by some of the best accommodation establishments in South Africa for a site inspection, so I can professionally evaluate their offering, as it relates to accommodation facilities, restaurant facilities, etc., etc.’’

What has been your biggest challenge in this sector?

Having to retrench talented and passionate individuals due to Covid restrictions.

What is your pet hate?

Being interrupted while I am speaking or trying to make a point. A basic show of respect is allowing someone to talk and finish making their point.

What is the most memorable place you have ever been to, and why?

I am very lucky in that my husband is also very committed to the environment and tourism, and thus we get to travel to various places together. We aim to visit a list of game lodges in the SADC region by the end of 2024.

What type of holiday would you avoid at all costs?

A holiday in the snow! Since my injury in Davos, I get a migraine each time I see anyone walking on snow.

What is your favourite city?

Cape Town is my all-time favourite. I can breathe deeply in Cape Town, walking along the beach.

What is your favourite book?

The only book I have ever read twice was Letter to My Daughter by Maya Angelou.

How do you relax?

Jazz music and a deep-tissue massage.

What is your favourite food?

I love a big, green salad with everything in it.

Who is your favourite movie star?

It is still Denzel Washington. I have always threatened to marry him if he even makes one mistake and looks my way. But I am crushing on Idris Alba, now that Denzel is older.

Who is your role model?

I think the first black vice president of the USA, Camilla Harris is top of my list for international role models. Here at home, I have admired Nku Nyembezi for the longest time. A trail-blazer in the corporate world and is managing to also take care of her body, too. This is a work-life balance that most people cannot seem to manage. When I grow up, I am going to be like her and have the impact and influence she has in corporate South Africa.

What advice do you have for anyone starting out in this industry and hoping to follow in your footsteps?

Just work hard, bring your A-game to everything you do. Most importantly, be honest with yourself and those around you. Look at yourself in the mirror each morning, love what you see, then the world around you will follow your example on how to treat you, the real you.

What is your dream for the future?

I want South Africa to work as it was envisaged by our ancestors — Tambo, Mandela, Sisulu, etc. The South Africa that my husband and I discuss each and every day, so that our children and grandchildren can prosper.