SAACI NEWS

SAACI connects CPUT students to the business events industry

On 11 October 2024, the Southern African Association for the Conference Industry (SAACI) hosted another successful interactive simulation exercise to give the Cape Peninsula University of Technology (CPUT) students hands-on experience and insights into what it actually means to work in the business events (meetings, incentives, conferences, and exhibitions) industry.

This comes after the successful event with Nelson Mandela University (NMU) in August, when SAACI chief executive officer Glenton de Kock and Eastern Cape chapter chair Niel Mouton led insightful

discussions with other industry leaders, including NMU deputy vice-chancellor: Engagement and Transformation André Keet, and Principal Lecturer Hugh Bartis, as well as, Dr. Zinzi Sixaba, to inspire the next generation of event professionals.

Mr Mouton was approached to do something similar for CPUT. “They wanted to spend the day connecting with students and helping them understand the ins and outs of the industry,” he explained.

An insider perspective on the business events industry

The workshop was for third-year students studying towards their diplomas in event management. “We strive to close the knowing-doing gap for students entering the world of work and want to demonstrate the value of industry association membership in their event career journeys,” explained Esti Venske, senior lecturer and programme coordinator– advanced diploma: events management at CPUT. Ms Venske is also the Learning Ambassador at SAACI.

“Engaging with industry allows for a deeper understanding of the real world of work and sets the foundation for them to contribute to the economic prosperity of our country as active event practitioners,” she added.

The event included a practical education element, where students could learn from an industry mentor and SAACI member, in this case, Mr Mouton. “It was an important exercise for students to see that ‘eventing’ doesn’t have to mean only one thing. Being able to immerse themselves into the day-today running of a business is hugely beneficial for when they have to do the same in the future,” Mr Mouton said, who has also provided hands-on experience to students planning on entering the industry, through his own company, Boast Events.

“A textbook is a good starting point, but real-life experiences are the best industry exposure you can get,” he added. “We all know how difficult it is to get in with a company and no one is willing to share the tricks of the trade with newcomers. By merging the know-how and the practical experience, we give students an insider perspective into the industry.”

Ensuring a sustainable business events industry

Through mentorship programmes and experiential learning opportunities, SAACI and CPUT ensure that it has a continuous supply of capable leaders who can steer its future growth. “I believe that equipping the next generation of young people entering the workplace can only lead to good things,” Mr Mouton said. “There is a massive gatekeeping culture in our industry, which doesn’t benefit anyone. If we give students the knowledge and tools to be able to confidently enter the workforce or start their own businesses, it can only make our industry, as a whole, stronger.”

Providing education and training ensures that young professionals are equipped with the necessary skills, such as event management, hospitality, and marketing, to manage complex events, logistics, and client interactions. This, in turn, elevates the quality and professionalism of the sector, making South Africa a competitive global destination for MICE activities.

Looking ahead to the future

“I really believe that the Event Simulation we went through on the day is a great new concept that we could incorporate into how we teach young people about our industry,” Mr Mouton explained. He hopes that the event continues to grow into something bigger, with full-day workshops and interactive experiences that will show students even more of what eventing is all about.

Ms Venske agreed, adding that Mr Mouton’s talk resonated with the students, who had many questions for him in return. “Thank you to Niel for working with me on such short notice and still meeting our brief — and to SAACI for supporting this event. Next year, we’ll do more similar initiatives!”

According to research by Custom Market Insights, the global business events market’s value is expected to soar to $1.62 trillion by 2032, with an annual compound growth rate of 18.2 per cent, underscoring its vast potential. As the business events industry expands, it generates employment opportunities across multiple sectors – travel, hospitality, event services, and more – contributing significantly to South Africa’s economy through tourism and international business events. It is essential to prepare new professionals who can navigate its complexities.