PERSONALITY PROFILE

Minister Kganyago — ‘hold the vision and trust the process’

Minister Kganyago, 33, is a young, dynamic individual born and raised in Limpopo province. From, a family of six.

Growing up, he always wanted to become a lawyer and politician. He is a passionate business events role player and currently works for the CSIR ICC as a business development manager. He also serves on the national board of the Southern African Association for the Conference Industry (SAACI) as a vice chairperson. Minister is also affiliated to other industry associations such as the Council of Events Professionals Africa (CEPA) and Small Tourism Enterprise Association.

Where do you see the business events industry in Africa at present and where do you see it heading in the future?

I think the African countries – through the hardships of Covid-19 – have learnt the importance of intra-African collaboration and with that, we as a continent will be stronger than ever.

Where were you born and raised?

I was born in the humble province of Limpopo. Schooling for me began at a primary school in the township of Lebowakgomo called Mokgodumo, where I learnt the alphabet, discipline and singing in the choir. Then my parents relocated us to the predominately Indian area of Polokwane called Nirvana. Taxila Combined School is where I completed the rest of my primary and high school. A fantastic school that set me up for varsity life.

Upon completion of my high school, I was eager to explore other parts of South Africa. I had never been to Bloemfontein, and so I applied and was accepted to study at the University of the Free State, where I enjoyed quality education in a conducive study environment. Three years later, I completed my undergraduate degree in corporate and marketing communication. I then decided that I was ready to explore the big City of Johannesburg. I applied and was accepted to study towards a strategic marketing communication degree at the University of Johannesburg. There I was stretched in terms of adapting to new ways of thinking and study approach. A year later, I completed my honours, and was off to the great big world of work.

Where did your career begin?

My career began at Primedia, where I was a sales and marketing intern for one of Primedia’s outdoor divisions company that was called ComutaNet at the time. There we dealt with marketing at outdoor commuter spaces such as taxi branding, taxi rank branding and so forth. ComutaNet later became integrated into Primedia Outdoor.

How long have you been in the business events sector?

After my term of employment at Primedia, I then joined the ATKV Resorts group in 2015 where the business events sector experience began for me. This totals seven years in the industry. There I had the pleasure of looking after both the leisure and business traveller segment until I joined the CSIR ICC in 2019. What I enjoy about being in the industry is the networking part of it, travelling and meeting new faces from all walks of life. The CSIR ICC has allowed me to work in an organisation that creates spaces where people can collaborate and work together to bring about social economic solutions and improve quality of life. Nothing beats being able to contribute towards something bigger than just you or the organisation one works for.

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

I think in the seven years of my experience in the industry, the biggest change I have seen is in the digital evolution of things. Hybrid events, the amount of AR and digital marketing tools and abilities. The impact of Software-as-aservice (SaaS) on our industry is incredible.

Were you always involved in this sector?

Not at all, I always tell people that I did not find this sector, instead the sector found me. I was a strategist selling outdoor media space when the opportunity to join this sector came about. A totally new space, and I jumped at the opportunity and have never looked back since.

Are you married?

No, but in a stable relationship.

What role does your family play in your life?

My family is centre to the person I am today. They have deposited so much into my character, emotional makeup and educational background. I am a product of teachers. As a result, my attitude towards learning and development comes directly from my parents. School was just never out for me, growing up.

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

I would certainly have started investing money at an earlier age, I would have travelled more and learned how to dance like no one’s watching.

Do you have any hobbies?

I seriously love being outdoors, taking trips to anywhere. Nothing beats the feeling of being on the open road with the wind on one’s face. Another unusual hobby I have is playing the game of Monopoly. For some reason, I find so much correlation of the game to the to real business world. There is so much business acumen one can develop over playing a game as simple as Monopoly.

Who is your favourite sports person?

If I was to choose a favourite sport personality it would certainly be Serena Williams. I admire her and how she became the Serena we know today.

What do you do for leisure?

I enjoy travelling to new spaces and discovering hidden gems within our spectacular country.

What is your secret to success?

You are the company you keep. You are as good as your team. Empower the team you lead, play to their strength, give them room to grow, let them be conformable to take charge and build cohesion. After all the success of every organisation is a cooperative enterprise.

What has been the most embarrassing moment in the industry?

An embarrassing moment in the industry was the day zero campaign. The idea was good and had good intentions, but the after effects were not so well calculated. Instead, the campaign ended up doing more harm to international tourism arrivals than good.

What has been your biggest challenge in this sector?

The biggest challenge was during the hard lockdowns of Covid-19. As a sector, we needed to keep a balance between saving lives and saving livelihoods. It required a lot of innovative thinking and solutions. It was frustrating to work with absolute zero budgets and little to no income for the organisation.

What is your pet hate?

Working with negative-minded people. They often kill innovation and energy.

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

Hermanus, in the Western Cape. It was my first experience of seeing whales. Clear blue sky and perfect sunny weather. My colleagues and I were treated to some good food at a restaurant called Burgundy. That part of the country is scenic and breathtaking. Real hidden gems.

What type of holiday would you avoid at all costs?

A holiday with insufficient budget. Long drives with a large group of people. It takes forever to get one activity done. That can be wasteful.

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

I would like to be the Minister of Tourism. I think it would be very interesting because my name is Minister and my title would be Minister. So, Minister Minister Kganyago. Apart from that, I think I would just love to get a feel of how it would be to sit right at the top of the eco system of tourism and having influence over the entire value chain.

What is your favourite city?

Interestingly, enough, Johannesburg is my favourite city. It is a city with a lot of opportunities for those who chase them. Staying in Hillbrow for three years has shown me that indeed, you can become whatever you aspire to be in Johannesburg as long as you stay focused and not be swayed by all that is happening in and around your area. I find a lot of inspiration from the city — its drive, culture and architecture are remarkable.

What is your favourite book and film?

I have not had time to read a novel or a book in a while, as I was busy with research books for my masters. Therefore, I will answer on film. It has to be Man of Honor, with Cuba Gooding Jr and Robert De Niro.

How do you relax?

I enjoy watching documentaries. I also enjoy watching Netflix, pizza, drinks and snacks. Can’t go wrong with that.

What is your favourite food?

A mixture of traditional South African pap and steak, and Italian dishes such as pizza and pasta.

Who is your favourite movie star?

Denzel Washington.

What is the most impulsive thing you have ever done?

I bought a car after having just seen it on the dealership floor. I know, I was nervous about the decision three hours later.

Who is your role model?

The leader of the ZCC, Dr Bishop B.E Lekganyane. I am inspired by the way he leads such a huge church in Africa, but always remains humble, calm and away from the spotlight. I admire his passion and dedication towards the upliftment of socio-economic issues such as healthcare and education in remote and developing communities.

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

The journey might have detours and ups and downs, but if you hold fast to the vision and trust in the process, all will come together, and you will end up where you want to be.

What is one of your accomplishments that you are most proud of?

I am happy to have now completed my master’s degree in communication. A study that focused on how the latest communication paradigm can be used to advance the goals of the business events organisations in South Africa while helping to achieve much-needed collaboration.

What is your dream for the future?

My dream is to travel the globe, collaborate with international bodies and spread the love for this amazing sector not only locally, but globally too.