The reopening of events and supporting the events industry

The reopening of events and

supporting the events industry

By Carol Weaving, managing director of Reed Exhibitions Africa

The South African events industry contributes to total employment and gross domestic product to such an extent that the industry is vital to the economy as it promotes billions of Rands of business per annum.

Stimulating local business growth, travel, the arts and connecting people from all over the world are only some of the benefits when partaking in one of the world class gatherings the South African and global events industry has to offer.

With the Covid-19 South African Lockdown spread over its fifth month, the industry has been hit like never before. Buzzing event spaces filled with energy have been replaced with crimsonlit buildings, event spaces and social media in a plea to the government to reopen the events industry.

The initiative #LightSARed has been spearheaded by the likes of Sharif Baker from TPSA and Projeni Pather from AAXO along with big industry names like the Ticketpro Dome and Table Mountain, with the government recognising the movement and sparking glimmers of hope for the industry.

Reopening the events industry will certainly be the reopening of a new, stronger, more diverse and experienced industry as we advance into an era of hybrid events. Visitors and exhibitors alike can look forward to having all the benefits and perks of a traditional event, with the added benefit of a strong digital presence to deliver a fully rounded, two prong approach.

The events industry as we knew it, has changed, adapted and will emerge stronger as we melt digital and physical into an all rounded new and exciting era of connecting, doing business and growing the economy.

The Covid-19 pandemic has most certainly been devastating to many industries, yet one can’t help but wonder if there is a silver lining looking at the industry developments having grown so fast with a promise of a bigger, most resilient industry.

The future of the industry is lit with the promise of untapped possibilities, replacing the crimson SOS tones with a multitude of colours celebrating the importance, vibrance and resilience of an unwavering, irreplaceable events industry.

We look forward to embracing the new normal as we welcome the world to South Africa.