PERSONALITY PROFILE

Tracy Gounden — ‘loving what I do, keeps me going’

“I am passionate about delivering innovative and successful trade fairs that showcase the latest trends and solutions in the sector and create value for exhibitors and visitors,” said Tracy Gounden, business development and portfolio director, Messe Frankfurt South Africa (MFSA).

Tracy joined MFSA nine years ago and has been instrumental in growing the various shows.“It has allowed me to learn and grow,”she said.

“As a business development director at MFSA, I leverage my 10+ years of experience in sales and marketing to drive growth and profitability for trade fairs in various industries, such as automotive, renewable energy, transport, and manufacturing. I have a proven track record of developing and implementing effective event strategies, managing P&L and budgets, negotiating with suppliers, and leading sales teams to achieve and exceed revenue and margin targets,”Tracy said.

She added:“I am a workaholic, and love being out and about. I love to travel and enjoy new experiences and learning about cultures. I am outgoing and fun, but extremely impatient.”

“I have good, solid relationships with colleagues and friends that have been built over the years,”Tracy said.

Tracy added:“I excel at building and maintaining profitable relationships with key stakeholders, such as associations, government bodies, and international clients, in challenging and emerging markets across Sub-Saharan Africa.”

Where do you see the exhibition sector in Africa at present?

B2B exhibitions are really good, especially the ones that have an international presence, as they help with the economy.These exhibitions help boost airlines, private and public transport, stand builders, venues, and restaurants, not forgetting our hotels.

There is so much that can be done through B2B exhibitions in South Africa.We are focused on transformation, skills development, and localisation. With each B2B show that we do, we can now focus on all of these, so exhibitions are no longer traditional, where you walk around collecting cards.

The best part of exhibitions is that we use the platform to develop and work towards developing our key sectors and deliverables, and our corporates, as well as government, should see their value and utilise these platforms in achieving their KPIs by working together.

Where were you born and raised?

I am from Durban and lived in Queensburgh before moving to Johannesburg, nine years ago, to work at MFSA.

Where did your career begin?

I worked in retail, and moved into public relations and communications, for FMCG, then into hospitality and now I’m in events.

What do you enjoy most about the exhibition industry?

I love what I do, so it doesn’t feel like a job to me. I have travelled outside of South African, and have learnt so much over the years. I learn something new every day in the industries I work in.

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

The traditional exhibition is no longer appealing, so trade shows are having to constantly find new ways of attracting visitors and exhibitors, as so much can be done now using technology. So, to answer you, technology has been the biggest disrupter.

Were you always involved in this sector?

Not always in events, however, everything that I have done in the past can be linked to retail, hospitality and tourism.

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

There isn’t anything I would change. Everything I have done has made me appreciate and value where I am now.

Do you have any hobbies?

I love listening to music and finding new places to go to. I also enjoy dancing, any opportunity I get.

What is your favourite sport?

I have no favourite sport. Rugby is about the only sport I watch.

What do you do for leisure?

I watch TV — a good mystery series, and movies.

What is your secret to success?

I wouldn’t say I am successful. I have many experiences that are rich, and loving what I do, keeps me going.

What has been your biggest challenge in this sector?

Post covid — trying to win back the confidence of exhibitors, to start exhibiting again.

What is your pet hate?

Peoples’ lack of respect for your time.

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

Cologne, because of the incredible buildings that are hundreds of years old. It is incredible to see how well-kept and maintained they are, after all those years.

What type of holiday would you avoid at all costs?

I would not go on a cruise holiday, it scares me.

If you could be anyone for the day, who would you be and why?

I don’t want to be anyone else, just a thin version of myself.

What is your favourite city?

Dubai. I love the freedom and safety. You are able to go anywhere, anytime, alone.

How do you relax?

By watching movies.

What are your favourite movies?

Twilight and The Transporter.

What is your favourite food?

Spicy food and a good braai.

Who is your favourite movie star?

Jason Statham.

What is the most impulsive thing you have ever done?

I am an impulsive person, in general. I have done so many impulsive things that it is hard to name one thing.

Who is your role model?

My Mum. She always taught my brother and I that nothing is impossible, and no matter what happens, we get back up and keep trying.

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

The industry is not for the faint-hearted. It takes hard work and perseverance. It is important to remain honest and humble. Treat everyone with respect, regardless of their title. Lastly, be understanding.

What is your dream for the future?

To continue learning about new cultures and seeing new places.