AAXO Member Round-Up: UFI Middle East & Africa Conference 2024
Recently, members of the Association of African Exhibition Organisers participated in the UFI Middle East & Africa Conference, which took place in Kigali, Rwanda, from the 15th of April to the 17th of April 2024.
Held annually, the conference is an important annual gathering of exhibition industry leaders in the region to have in-depth discussions on crucial industry topics, and is attended by senior representatives from government entities, convention bureaus, tourism boards, venues, and event organisers, in addition to economists, media and industry experts, from across the world.
AAXO members, Carol Weaving, Managing Director at Reed Exhibitions, and David Ashdown, CEO at VUKA Group, were invited to participate in individual panels, unpacking critical topics relevant to the events and exhibitions industry across the Middle East and Africa regions.
AAXO asked these members to delve into the key insights gained from the event, which could potentially offer fellow members valuable insights into the discussions and progress made for the African region::
Carol Weaving, Managing Director at Reed Exhibitions (RX)
Weaving formed part of the panel discussion titled Sustainability Practices in Events, featuring fellow panellists Said Salim Al Shanfair, CEO – Oman Convention and Exhibition Centre, Tracy Thandeka Mkhize, COO – Cape Town International Convention Centre, Lindsay Bowman, Head of MICE, Sport and e-Sport – Visit Qatar, and Jackie Nake Lumbasi, Event Moderator and MC.
Some of the key points and practices discussed by Weaving in the panel included how RX is a founding member of the UFI Net Zero Carbon Events pledge, with the panel emphasising the need for alignment with the Greenhouse Gas Protocol, event-specific data collection, efficient use of clean and renewable energy, redesigning events to utilise sustainable materials and minimise waste, sourcing food sustainably, ending food waste, and transitioning to zero-emission logistics.
At the conference, Weaving used World Travel Market Africa as a case study to illustrate the business’s sustainable practices. For instance, badge holders for all attendees at WTM Africa 2023 were made of seeded paper, handcrafted by Growing Paper for the event, which contained seeds of peppers, tomatoes, carrots, among other vegetables and herbs. The objective was to raise awareness, encourage change, reduce waste, and convey messaging beyond the event. After the show, the RX team visited Ablamini Bezekhaya, where all recycled badge holders, off-cuts from badge holder production, and pledge papers were delivered to various micro-farmers to sow on their farms.
During the panel discussion, fellow panellists all agreed that achieving sustainability in the events industry requires a collaborative effort across the entire industry ecosystem, with organisers needing to hold venues and suppliers accountable and engage with suppliers early in the planning process to manage expectations for future events.
One notable moment for Weaving at the conference was during an international panel discussion moderated by fellow AAXO member, David Ashdown. The panel explored opportunities in Africa and discussed the need for a cautious approach, while also recognising pockets of opportunity in each region.
David Ashdown, CEO of VUKA Group
Ashdown was invited to chair the panel titled “Tapping into Emerging Markets: Opportunities and Challenges for the African Exhibition Industry”, featuring fellow panelists Alexander Angus, Managing Director – Africa – Montgomery Group and Dr Geoffrey Manyara, Economic Affairs Officer – United Nations Economic Commission for Africa (UNECA).
Looking at the land mass of Africa alone in comparison to the rest of the world, Ashdown highlighted that it’s not plausible to consider Africa as a single entity for business strategies due to the sheer size of the continent. Instead, as a prelude to the conversation he suggested breaking it down into its constituent parts as they do within VUKA Group — Southern, Eastern, Central, Western, and Northern Africa. Africa has 54 countries, 55 member states, over 3,000 languages making it a very diverse and engaging continent and it’s important to separate it accordingly.
During the discussion, challenges faced by the industry were addressed, including the venue challenge and the need for better and larger venues to further enable the exhibition industry. They also discussed the role of events and exhibitions in driving business tourism, and the challenges posed by fluctuations in foreign exchange markets. Dr Geoffrey Manyara, Economic Affairs Officer – United Nations Economic Commission for Africa (UNECA) outlined plans for a single African Union Currency, which is progressing faster in East Africa and is expected to bring stability to currency fluctuations to support the emerging market in mitigating challenges faced by the industry.
According to Ashdown, the conference provided an excellent opportunity to connect with colleagues from the Middle East and Africa. One notable aspect for Ashdown was the tour of Kigali the day after the conference, where Ashdown was impressed by the city and taken aback by Rwanda as a country. The visit to the genocide museum was powerful, emotional, and impactful, providing the group with a deeper understanding, especially given the 30th anniversary of the genocide.
Joshua Low, Vice President at dmg events
AAXO member, Joshua Low, Vice President at dmg events also attended the conference which he said sparked numerous engaging discussions including the increasingly vital role of sustainability, the influence of AI to strategies for promoting diversity and attracting young talent. Notable highlights for him included how GRS, a strategy and research firm, shared preliminary research findings on common trends in the MEA region’s exhibition industry, shedding light on key growth sectors for events, emerging trends, and challenges faced by companies regularly participating in such events. For instance, there was a growing emphasis on the quality rather than the quantity of visitors at exhibitions, with companies scrutinising the ROI from exhibitions, especially considering the significant increase in participation costs post-COVID.
Moreover, there were insightful discussions on the challenges, trends, and major opportunities in Africa. With the population having a median age under 20 and expected to reach up to 2.1 billion people in the next two decades, there is a shared recognition of the market’s potential and the importance for organisers to leverage this growth. Low said that delegates deliberated on various challenges, including the impact of geopolitical tensions, political instability, corruption, the costs of conducting business, and the availability and capacity of venues in Africa capable of hosting large-scale events, among other issues.
According to Low, one of the most notable moments was during discussions with the top CEOs of major global organisers, who reaffirmed their dedication to Africa and emphasised the importance of investing in and expanding across the continent. Additionally, insights were shared regarding key industry trends and focal points, such as sustainability and the influence of AI. These discussions shed light on how other organisers are integrating these aspects into their business practices to boost performance, drive innovation, and attract talent.
We extend our sincere gratitude to our AAXO members for sharing their valuable insights and recap of the UFI MEA Conference and eagerly anticipate hearing more insights from members who will attend next year. For more information about the conference, please visit https://www.ufimea.org