AAXO LEADERSHIP SUMMIT

AAXO Leadership Summit — growing the African exhibition sector

The Association of African Exhibition Organisers (AAXO) Leadership Summit recently took place, on 4 June 2024, in Johannesburg, South Africa, and was the ultimate platform for knowledge exchange and collaboration, bringing together 30 industry-elite speakers and 120 event leaders in attendance, from across South Africa and even as far as Kenya, Zimbabwe, and the UK.

The global landscape of events and exhibitions is rapidly evolving, and AAXO is proud to lead the way in empowering its members with the necessary tools and expertise to effectively sell, market, lead, organise, recruit, and expand their event and exhibition enterprises.

Presented as a showcase of the Global Exhibition Day (GED) festivities on 5 June 2024, a collaboration between three influential industry associations – AAXO, the Event Greening Forum (EGF), and the Exhibition and Event Association of Africa (EXSA) – the Summit highlighted the booming African and South African markets in honour of GED, offering attendees a unique opportunity to connect and engage with the region’s dynamic business landscape. Drawing on a wealth of knowledge and expertise, the AAXO Leadership Summit delivered a wealth of innovative strategies, thought-provoking discussions, and unparalleled networking opportunities.

Jabu Zwane, renowned speaker and founder of the Mindset Development Institute, delivered an inspirational keynote address on unleashing leadership potential and navigating economic changes in uncertain times.

Dr. Werner van Zyl, founder of Connectomes Research & Content Development, led a game-changing masterclass on incorporating neuroscience into event design.

The plenary panel brought together industry leaders, including Sthembiso Dlamini, chief executive officer of Gauteng Tourism Authority; Bjorn Hufkie, acting chief convention bureau officer of the South Africa National Convention Bureau; Donnee Kruger, regional manager, TIKZN; Corne Koch, head of Convention Bureau, WESGRO; Doné Louw, manager, Nelson Mandela Bay Convention Bureau and moderator, Prof. Nellie Swart, Associate Professor, UNISA, who shared success stories and strategies for promoting African businesses, driving innovation, and positioning the continent as a global leader.

In addition to these enriching talks, attendees participated in four hands-on workshops, on topics such as sales strategies, sustainable event planning, team building, and media mastery including:

• Driving Business Growth

Sales Strategies for the New World Exhibition Economy led by Sibusiso Msomi, managing director of The Sales Enablement Company, and moderated by Tracy Gounden, portfolio director at Messe Frankfurt SA.

• Greening Your Exhibitions

Sustainable Strategies for Event Professionals, led by John Arvanitakis, chief executive officer of Chat’r Xperience and chair of the Event Greening Forum, and Neo Mohlatlole of 7 Colors and vice chairperson of the Event Greening Forum, with Errol Bryce, group commercial director of Vuka Group, serving as moderator.

• Building a Winning Team

Coaching and Mentoring for Success led by Slingsby Mda, founder of EstoQuodes, and moderated by Adele Hartdegen, chief executive officer of Dogan Exhibitions and Events.

• Media Mastery

Maximising Your Impact and Message in Interviews and Engagements, led by Brad Kirsten, training course creator and presenter at BradKirsten.com, with Projeni Pather, managing director of Exposure Marketing, serving as moderator.

Piers Bearne of Collingwood Advisory presented, virtually, a fireside chat on global mergers and acquisitions in the event industry. He featured sneak previews from our 2024 M&A/valuations report which is a must for any business owner looking to sell, scale, or find funding.

An in-depth session on navigating the changing landscape of HR and recruitment, presented by Leigh-Ann Brown of Talent Magnet, offered valuable insights for staying ahead in the competitive MICE industry.

The summit concluded with a think tank focused on the unique challenges and opportunities facing the African event and exhibition industry, moderated by Glenton De Kock, chief executive officer of SAACI, and brought together a diverse panel of experienced commercial and project leads from various event organisers who addressed the obstacles and potential for growth within the African event and exhibition industry. The stimulating discussions and insights gained from the panel laid a solid foundation for future success in the field.

“Looking towards the future of marketing and engagement, it is clear that embracing innovative techniques is key to success. We recognise the vital role that exhibitions and events play in an effective overall strategy, providing economic enablement for the industries and markets we serve. As an industry, it is crucial that we evolve in order to pave the way for sustainable economic growth,” Devi Paulsen-Abbott, chairperson of AAXO said.

Ms Paulsen-Abbot added: “It was an honour to have you as our valuable guests and your presence made this event a resounding success. We are grateful to all the speakers who shared their knowledge and experience with us, making the summit an enriching and informative experience.”

A special thank you goes to our esteemed speakers, moderators, MC, and workshop instructors for their incredible contributions!

AAXO expressed their gratitude to the sponsors and partners: SA Tourism as our institutional partner, Barmotion, Charismatics Staffing, GL Events, Johannesburg Expo Centre, Hypenica, Main Event Catering, MasterDrive, Resource Design, Reg-Now, and Scan Display. Their support and contribution were crucial in making this event a great success.

The culmination of the exhilarating track event hosted by Masterdrive on 5 June at the Johannesburg Expo Centre was a perfect way to top off GED and celebrate the significance of exhibitions as economic enablers, whilst having fun, connecting, and networking!