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Third annual Media Awards celebrate excellence in African travel journalism across five categories.

Cape Town: Africa Travel Week (ATW) has announced the winners of its 2026 Media Awards, honouring the journalists, photographers and content creators bringing Africa’s travel and tourism stories to global audiences.

Now in its third year, the ATW Media Awards received a record number of entries – over 170 across five categories: Sustainability Feature Award, Visual Tourism Award, Tourism News Award, Destination Feature Award and the Young Talent Award. All were evaluated by a world-class judging panel comprising wildlife photographer and Canon ambassador Ellie Rothnie, Kojo Bentum-Williams of VoyagesAfriq, Barry Nield of CNN Travel, Divia Thani of Condé Nast Traveller and Tom Hall of Lonely Planet.

“These awards exist to shine a light on the storytellers who shape how the world sees Africa,”says Olivia Gradidge, Marketing Manager (WTM Africa & ILTM Africa) at RX Africa, the host and architect of Africa Travel Week. “The quality of entries this year reflects the depth of talent working in African travel media, and we congratulate every finalist and winner.”

2026 ATW Media Awards Winners

Sustainability Feature Award

Gold: Bella Falk, BBC Wildlife Magazine – Dog Stars: On the Trail of African Wild DogsSilver: Savanna Strauss, Rewilding Southern Africa – Rewilding Giants

Bronze: Tafadzwa Mwanengureni, Minority Africa – They Escaped Their Husbands. Then They Took on Poachers.

Visual Tourism Award

Gold: Wiktoria West, Rewilding Southern Africa – Eastern Chimpanzee

Silver: Bella Falk, Passports & Pixels – Ugandan Group of Dancers

Bronze: Aaron Fishbein – The Basotho Herdsman

Tourism News Award

Gold: Jane Gatwiri, NTV Kenya – Twigas on Transit

Silver: Morgan Barnard, Social Safari Africa – Marriott International was preparing to open its new Ritz-Carlton Safari Camp in Kenya’s Maasai Mara

Bronze: Dale Hes, Tourism Update – AI’s Gatekeeper Role: A Threat to African Tourism

Destination Feature Award

Gold: Sam Kemp, National Geographic Traveller UK – Sierra Leone: After the Storm

Joint Silver: Charlotte Wigram-Evans, National Geographic Traveller – Uganda:We are One

Joint Silver: Lorna Parkes, National Geographic Traveller UK – Kenya: Natural OrderBronze: Victor Ayeni, Punch Newspapers – Nigeria: Sango’s Festival Where Ancient Rites Ignite Fire, Thunder

Young Talent Award

Gold: Shereefdeen Ahmad, The Liberalist – How Schengen Visa Denials Are Shutting Africans Out of the Global Stage

Silver: Savanna Strauss, Rewilding Southern Africa – Is Silence Going Extinct?

Bronze: William Muthama, K24 Digital – List of KWS Parks and Reserves You Can Visit for Free on Saturday

“In a media environment flooded with AI-generated content and deepfakes, what we saw in these entries was a reminder of why real journalism still matters,” says Dorine Reinstein from Big Ambitions, ATW’s PR partner. “”The 2026 winners represent the very best of that community: writers, photographers and journalists producing pieces that were grounded, well-researched and honestly told.”

The 2026 ATW Media Awards were presented at the end of Day 1 of WTM Africa during Africa Travel Week.

For media enquiries, contact Sonnette Fourie on +27 81 072 2869 or sonnette@bigambitions.co.za

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.

Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

ATM takes place from 4 – 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.

https://www.wtm.com/arabian-travel-week/en-gb.html

About RX

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.

WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors.  WTM Latin America contents are available in English, Spanish and Portuguese.

Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com

WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology. https://atwconnect.com/

WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

Johannesburg – South Africa’s tourism and hospitality skills gap has become impossible to ignore, with the crisis now dominating industry conversations from Cape Town conference halls to Johannesburg boardrooms. With youth unemployment at 45.5% (despite over half of South Africans being under 35), the need for practical solutions has never felt more urgent.

While many industry players talk about addressing this gap, RX Africa is moving beyond discussion by launching concrete initiatives aimed at building real pathways into tourism careers for young people.

“NextGen is the future of our industry,” says Carol Weaving, Managing Director RX Africa. “If we want real innovation and a healthy future for tourism in South Africa, we have to actively engage students and young professionals – creating new networks, new opportunities and a younger, more inclusive industry.”

Moving Beyond Tokenism

For RX Africa, engaging the next generation is about building a pipeline of real talent for a sector in urgent need. Instead of handing out student discounts just to boost attendance or running surface-level youth panels at events like WTM Africa, FAME Week Africa or Decorex, RX Africa embeds young people in the heart of the industry conversation.

“The traditional conference model where students passively listen to industry veterans doesn’t create jobs,” says Olivia Gradidge, Marketing Manager RX Africa. “At WTM Africa, we work directly with universities to ensure future industry leaders are designing solutions, not just consuming content.”

That philosophy will be front and centre at WTM Africa 2026, with content co-created with university partners, and reflecting the real challenges, dreams and ideas coming straight from campuses across the country – including panel discussions youth can be part of, hands-on workshops focused on industry-critical skills, and networking events designed to build real connections in the professional world.

Giving Young Talent the Mic

Gone are the days when conferences were just long lectures and rows of chairs. RX Africa is reimagining the format to put young people in the driver’s seat.

In 2023, AI-in-business expert Katie King challenged young delegates to create innovative travel tech solutions and pitch them live at WTM Africa. Judged on site with instant feedback, the experience blurred the line between learning and real business exposure and gave students a serious confidence boost in the process.

Brain Box sessions – interactive spaces where students, professionals and industry leaders talk to each other as equals and create meaningful networking connections – are another key feature.

“We’re not speaking at young attendees,” Weaving explains. “We’re speaking with them, sparking genuine conversation and ideas from all levels of experience.” The goal is to break down barriers between generations and find fresh, practical solutions by listening to the people most affected by the skills gap.

More Than Just Events: Year-Round Upskilling

RX Africa knows real progress doesn’t happen in a single three-day event. That’s why they’ve invested in year-round efforts to grow talent in and beyond the tourism space.

• With Soapbox, they offer pre-event online workshops exploring Sustainability and Responsible Tourism, so attendees arrive already informed and ready to engage.
• With women-in-tourism collectives, they run tailored upskilling sessions that double as safe spaces for women’s personal and professional growth.
• With SAACI, they facilitate curated networking and panel sessions that link emerging talent with industry insiders – creating space for meaningful mentorship.
• And through a growing partnership with Cape Town Tourism, they’re designing workshops that directly tackle the barriers young people face when trying to break into tourism careers. These aren’t top-down lectures – they’re co-created with the learners in mind.

RX Africa also shines a light on people already making a difference – people like Luckson Zambuko, founder of the African Youth in Tourism & Hospitality Association – helping to link grassroots efforts to wider regional conversations and opportunities.

“If we want to transform African tourism, we need to treat young people as co-creators, not just participants,” says Zambuko. “It’s not enough for youth to be in the room; they must have a real voice at the table. When industry leaders listen, mentor and empower the next generation, we unlock solutions that speak to the realities and ambitions of Africa’s future.”

Measuring What Really Matters

While some organisers track success by numbers – heads through the door or social media reach – RX Africa is interested in something deeper.

“We work closely with our university partners,” says Weaving. “We follow up with participants to see who found internships, landed jobs or connected with mentors after events. That’s the kind of impact we’re aiming for.”

It’s these stories – and the lives changed as a result – that define success more than any headcount ever could.

NextGen Is Redefining the Rules

Hospitality has struggled with outdated perceptions of limited prospects, low growth and few chances for real impact. That reputation isn’t helping an industry that desperately needs fresh talent. Young people today aren’t just looking for a pay check; they want careers that actually matter. But we’re also not seeing fresh talent on stages talking about tourism and the way forward. When they are the next generation leaders, it’s not just about getting them into hotels, but giving them voice at industry events where we need to start listening to the next generation and providing them space to be heard and lead the way. Connecting established leaders with young leaders and emerging talent is crucial to the success of not only tourism going forward, but to exhibitions such as WTM Africa.

“Our events thrive when they build communities, not just audiences,” says Weaving. “By putting NextGen at the heart of what we do, we’re not only bridging the country’s biggest challenge, we’re uncovering its biggest opportunity.”

As the next generation pushes for work that feels valuable, the real test will be how quickly the rest of the industry adapts. If the energy building across RX Africa’s platforms this year is any indication, the blueprint being created could very well drive transformation far beyond the event floor.

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

 About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

Johannesburg – Gen Z, the fastest-growing demographic in the workforce, often gets a bad rap. They’ve been called everything from ‘work-shy’ to ‘unreliable’ and ‘intolerant of outdated policies’. In reality, they’re shaking things up more than any generation before them: prioritising job satisfaction, fair remuneration, work-life balance, and mental wellbeing.

And their influence is having an impact. You only have to look to the events industry, where traditional event formats are being replaced by immersive, interactive, and purpose-driven experiences that reflect Gen Z’s values and digital-native behaviours.

“Gen Z prioritises authenticity and social responsibility,” says Carol Weaving, Managing Director of RX Africa. “They also believe that conferences and live events are crucial for personal and career development, which means that today’s event organisers are working hard to create spaces that deliver on what both Gen Z and Millennials are looking for: opportunities to collaborate, meet new people, and build relationships.”

For Weaving, this is how Millennials – and more recently, Gen Z – are influencing the meetings, incentives, conferences and exhibitions (MICE) sector:

Integrated tech

Gen Z’s comfort with digital tools has made seamless tech integration non-negotiable. Events now routinely incorporate augmented reality (AR), virtual reality (VR), and AI-driven personalisation to create layered experiences.

“Obviously we saw both AR and VR in action at Comic Con Cape Town, as attendees used the latest tech to explore virtual worlds, fantasy franchises and gaming platforms,” says Weaving. “But the 13^th edition of the Africa Automation and Technology Fair (AATF 2025), which we recently hosted at the Gallagher Exhibition Centre in Johannesburg, also used tech to deliver the kind of dynamic demonstrations that resonate with younger audiences.”

Other techie trends include digital twins for venues, so attendees can familiarise themselves with the venue beforehand; introducing gamification into the event framework (from registration to the expo floor) to increase interest and engagement; using edutainment, including interactive panel sessions and live demos, to deliver engaging content; and wearable tech, including smart badges and bracelets to facilitate data capture.

Personalised, interactive sessions

Importantly, the days of traditional lectures or classroom sessions are over. Yes, you can still expect a keynote address, but there’ s a definite shift towards more interactive and engaging learning experiences such as workshops and breakout sessions, particularly as technology allows for more flexibility in how information is presented and consumed.

“A key focus at WTM Africa – one of Africa’s largest travel and tourism trade shows – is how we package and present information,” explains Weaving. “The CTICC is an incredible venue, and it allows us to host different stages, create different experiences and zones, and host different speakers, including at the incredibly popular ‘Brain Box’ space.

As Weaving explains, the “Brain Box” is a smaller, more personal space, complete with bean bags and sofas, that invites engaging conversations with invited speakers.

“Not only do attendees get to meet the speakers – often the best in business – in a more intimate space, but they get to ask questions and shape the conversation, ensuring they learn, connect, and get the information they came for … which is exactly what young, confident audiences are looking for.”

Meaningful connection

Here Weaving touches on an unexpected truth: that Gen Z, who are never far from their phones, actually crave in-person connection.

“Successful events all have some element of networking, and it’s important to facilitate interactions in a way that’s fun, friendly and unintimidating! At WTM Africa, for example, we created an activation with Visit Stellenbosch and Stellenbosch Wine Routes where we brought all the energy and gees of an iconic Stellenbosch Street Soirée direct to the CTICC! It was the perfect way for delegates to connect in a relaxed, market-style setting,” says Weaving.

For Weaving, it’s about community-driven experiences. “At each of our events, whether it’s Comic Con, WTM Africa, Decorex, or 100% Design Africa, we are bringing together a passionate tribe of people who want to feel part of something. If you can get that right, you’ve succeeded!”

Authenticity

Alongside meaningful connection, Gen Z prioritises transparency and genuine communication. Their TikToks are more ‘real’ and ‘relatable’ than their more polished Millennial counterparts – and they value real and relatable content above all else. It’s an important consideration when designing your event programme, says Weaving.

“A lot of thought goes into WTM Africa’s speaker programme. For example, our sessions on inclusive tourism were led by people with disabilities, both seen and unseen, as well as members of the LGBTQ+ community. They could share their lived experiences and interact with stakeholders, decision makers, and delegates in the most authentic way possible,” explains Weaving. 

Sustainable solutions

It’s no surprise that the world’s most eco-conscious generation is also driving more responsible practices in the event industry. But it is a global movement, so much so that Weaving says waste reduction (including the elimination of single-use plastics), recyclable booths, carbon off-setting, and local sourcing (employment, suppliers and catering) are all part and parcel of today’s events. And Gen Z expects nothing less.

Ultimately, Gen Z is a complicated, often contradictory bunch. They value speed and efficiency when accessing and consuming information (this is the ‘instant gratification’ generation after all), so events need to deliver key information in the most immediate, engaging way possible. But they also value authenticate connection – and an opportunity to build their networks and advance their careers.

“Gen Z’s influence can’t be ignored,” says Weaving. “But event planners who embrace interactivity, hyper-personalisation, and ethical frameworks will thrive in this new landscape, and have a lot of fun while they’re at it!”

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

 About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

But there are other significant events on the 2025 calendar. For RX Africa, Africa Travel Week (complete with WTM Africa, ILTM Africa, IBTM Africa, EQUAL Africa, the Sports & Events Tourism Exchange, Travel Tech and the African Tourism Investment Conference and the Responsible Tourism Conference), Comic Con Cape Town, the Africa Automation Technology Fair, and Decorex Cape all take place within the first half of the year.  

It’s a dynamic sector to work in, especially because the real impact lies in five important multipliers:

1.Local Economies

MICE’s impact on local communities is huge. The Cape Town International Convention Centre (CTICC), for example, reported that 90,5% of their total procurement spend during the 2023 financial year was with locally based service providers.

And the impact of a big event goes beyond direct spend with hotels, vendors and suppliers. Investment in research, development and innovation (for example, SMEs upgrading their systems and service levels to meet G20 standards), training and skills transfer for new hires, networking, knowledge sharing and exposure all drive growth for local businesses.

2.Future Talent

The depth and breadth of South Africa’s talent is staggering, and events are a wonderful ‘spotting ground’ for young, up-and-coming professionals—and a place for ambitious, creative people to see and be seen. Decorex is just one example, with the event offering a unique opportunity for industry professionals and design enthusiasts to network and explore the latest trends and innovations in the world of interior design and decoration.

But with South Africa fast-establishing itself as a hub for fintech, healthcare, music and entertainment, art and design, automotive manufacturing, digital technology and more, the potential to establish internationally recognised, annual (rather than once-off) events where the best of the best congregate is enormous. For example, FAME Week Africa has become a go-to event for African creatives, providing an annual platform to celebrate the continent’s film, television, animation, music, fashion and entertainment tech achievements.

3.International Relations

South Africa is welcoming thousands of influential people to our shores in 2025—and it’s an incredible opportunity to generate positive sentiment, enhance investor confidence, and celebrate South Africa on the world stage (especially in the current geopolitical climate). The important work done behind-the-scenes and on the event floor can never be underestimated.

4.Sustainability

Climate-responsible practices are becoming hard-wired into events, including local sourcing, waste management and waste reduction targets, the elimination of single-use plastics, and innovative strategies to reduce, reuse and recycle. Rather than a ‘nice to have’ or even a ‘box to tick’, sustainability is fast becoming part and parcel of every event. It’s fantastic to see responsible practices not only find a foothold but be embraced by the event industry — RX Africa, for example, is on a drive to achieve net zero by 2040.

5.Tech and Innovation

Tech in the MICE space has been moving at a rate of knots, and we’re seeing everything from ‘AI matchmaking’ at events to enhance networking opportunities to wearable tech, gamification, digital twins (where event organisers create a virtual replica of the event space so attendees can explore and plan their visit ahead of time) and augmented reality, which is particularly valuable at shows like the Africa Automation Technology Fair. New tech is impressive—and the opportunities endless.

South Africa knows how to pull-off a successful event. And the more we host, the more we’ll attract.  There’s no doubt that the MICE sector in South Africa is poised for significant growth, but we need to capitalise on the momentum and ensure that we maximise—and amplify—every opportunity. This includes diversifying conference types (big, small and rural), exploring destinations (and experiences) outside of South Africa’s main centres (so local communities across the country benefit), entrenching sustainability, embracing technology and growing the reputation of South Africa as a premier business hub on the continent.

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

“Wellness and sustainability often go hand-in-hand, as guests recognise that all efforts to produce seasonal, sustainable menus, reduce plastic, save energy or purify the air at events actually have a direct impact on their health and well-being too,” says Weaving.

In terms of sustainability, Weaving believes that environmental consciousness is moving from being a ‘nice-to-have’ to being part and parcel of today’s events. Common practices include waste reduction (for example, by using digital platforms to share information rather than printing reams of information), using recyclable materials as much as possible, and prioritising energy-efficient technologies. “Environmental credentials are an important part of the venue selection process, and then it’s over to the event management team to make sure we’re implementing eco-conscious practices wherever we can,” says Weaving. “The MICE industry is obviously under the microscope as events do use energy, produce waste and add to carbon emissions. That is why an eco-friendly approach is paramount.”

Llewellyn du Plessis, RX Africa Trade Marketing & Hosted Buyer Manager: Business and Technology, says that wellness remains a key trend. “It’s important because well-rested and comfortable delegates are better engaged and this leads to more meaningful conversations and stronger connections,” says du Plessis, explaining that event planners are increasingly incorporating dedicated wellness zones, healthy food options (including vegetarian, vegan and allergen-free choices), guided meditation and mindfulness sessions, onsite massages, hydration stations, and relaxation areas with ergonomic seating, charging stations and quiet zone into their event programmes and setups.

Megan De Jager, Portfolio Director at ILTM Africa, which will be held at the Norval Foundation in Cape Town in April 2025, says the team prioritises wellness by curating multi-sensory experiences designed for both relaxation and engagement.

“Our pop-up exhibitors provide opportunities to connect with their senses through tastings and stunning luxury product activations. Each year, we thoughtfully select a tranquil setting for the show, one that highlights the beauty and luxury of our country while offering visitors and staff the chance to stroll through the gardens and immerse themselves in nature, helping to refresh and reset the senses.”

De Jager, du Plessis and Weaving are also excited by tech developments – and how AI and related tools will shape the MICE industry in 2025 and beyond. A sentiment shared by Reante Naidoo, Buyer & digital Director for Travel, Tourism & Creative Industries at RX Africa who says tech-driven personalisation is transforming attendee experiences.

“As an example, we can tailor attendee experiences through AI-driven matchmaking, custom itineraries and targeted content,” says Naidoo. “This is especially important as today’s attendees are looking for meaningful networking opportunities and relevant content.”  For Naidoo, real-time analytics also give more insight into attendee engagement allowing organisers to fine-tune their event and content delivery on the fly.

In addition, augmented reality (AR) provides dynamic and immersive demonstrations, which is particularly valuable at shows like the Africa Automation Technology Fair (AATF), which is set to take place at the Gallagher Convention Centre in Johannesburg, South Africa from 6-8 May 2025.

And what are the RX Africa team seeing more of in the MICE space? Weaving and du Plessis agree that the following trends are gaining traction:

1. Digital ‘twins’ for venues, whereby event organisers create a virtual replica of the event space so attendees can explore and plan their visit ahead of time.
2. Gamification, where games and challenges are incorporated in the event programme to engage attendees and reward participation. For example, hosting a scavenger hunt across exhibitor booths or introducing gamified training workshops.
3. Edutainment, which combines education and entertainment to deliver dynamic content, interactive panels, live demonstrations or themed exhibitions.
4. Micro-experiences, or events within events, that allow organisers to create niche, tailored events for small groups within a much larger expo or event.
5. Wearable tech, where smart badges or bracelets track engagement and facilitate contactless networking, lead capturing and data sharing.

“The MICE industry in 2025 will be marked by its adaptability and foresight, embracing trends that prioritise wellness, accessibility, and innovation,” says Weaving. “As digital solutions integrate more deeply and sustainable practices become the norm, event experiences will become more inclusive, customisable, and rich in content. For stakeholders, these trends offer pathways to thrive in an ever-evolving landscape, ensuring meetings, incentives, conferences and events are meaningful, engaging, and successful.”

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

1.Tailored programming

“Personalisation starts with understanding who your attendees are and what they’re seeking,” says Sandra Jardim, Marketing Director of Decorex Africa. “By gathering insights ahead of time, we design content flows that ensure visitors encounter information, products and spaces aligned with their profiles.”

2.Facilitated connections

As Martin Hiller, Portfolio Director of RX Africa (FAME Week Africa) explains, event personalisation is also about curating an experience that is uniquely meaningful for each attendee.

“At FAME Week Africa we use tools like ConnectMe, which facilitates individual meeting schedules, allowing for efficient one-on-one connections and tailored networking opportunities,” says Hillier. “This, in addition to niche events, like the African Women in Entertainment Breakfast, really allows specific groups to connect and collaborate.”

3.Interactive experiences

By incorporating features like real-time polls, live social media feeds and ‘matchmaking’ meeting apps (that pair visitors with exhibitors or buyers with suppliers) organisers can foster more engagement and interaction. Another way? Including live demonstrations and hands-on activities.

“At Decorex, our installations, like the Samsung Bespoke Cooking Theatre and the Decorex Smart House, offer interactive experiences that resonate with each attendee’s interests, giving them something they can actively participate in,” says Jardim. “It’s also fun – and memorable.”

4.Inclusive design

Ensuring that all attendees feel welcome and accommodated is another facet of personalisation. This includes offering features such as gender-neutral bathrooms, ‘quiet rooms’ for neurodiverse participants, prayer rooms, and sign language interpreters.

The Africa Travel Week team believe that by considering accessibility from the outset, organisers can create a more inclusive environment that reflects the diversity of the audience, making personalisation “more than just a feature but a core value of the event”.

5.Signature sessions

Of course, creating VIP experiences for VIP guests also never goes amiss. Jardim explains that adding value is important, and that by creating bespoke lounges and hosting exclusive events (with premium access), event planners can deliver an experience that feels distinctly exclusive – and personal.

6.Social buzz

Carla Massmann, Show Director of Comic Con Africa and Comic Con Cape Town, who is well-versed in creating some of South Africa’s biggest events, says event personalisation is the art of making clients feel seen and valued.

“Comic Con Africa is such a large consumer event that personalisation for the event is near impossible. So, to achieve personalisation with fans, we engage on all communication platforms so that they feel seen and heard. This comes in the form of personalised replies to comments on social media, as well as nurturing the relationships with superfans that have gone out of their way to build a relationship with the brand,” says Massmann.

7.Recaps and reviews

This engagement extends to post-event feedback, which Massman believes is invaluable when creating successful events. “It really comes down to meeting the direct needs, wants, and expectations of visitors and clients. These can be explored in post-event surveys and feedback. By implementing what the audience wants you are able to deliver an experience that feels tailored – and oh so personal.”

Gone are the days of packed conference halls with generic content and random networking. Today’s attendees expect events that understand who they are and what they need. Get personalisation right and you’ll create the kind of magnetic experiences that don’t just fill seats – they build communities, spark innovations and keep people talking long after the doors close.

“People are there for a reason,” concludes Weaving. “Much of the time they’ve spent money to be there and given up their time, it’s our responsibility to design an event that delivers.”

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

Martin Hiller, Portfolio Director of FAME Week Africa, has emphasised the importance of these efforts, stating, “Our goal is to ensure that the creative industry is not just a space where diverse voices are heard, but where they thrive. We want FAME Week Africa to lead the way in promoting real change, where everyone feels represented and empowered”.

Inclusive Lens Awards: Celebrating Diverse Narratives

One of the cornerstones of FAME Week Africa’s D&I initiatives is the launch of the Inclusive Lens Awards. This pioneering celebration honours creators, storytellers, and innovators who are breaking traditional boundaries and showcasing the richness of the human experience on screen. The awards specifically highlight LGBTQ+ representation, disability awareness, and diversity in children’s content, ensuring that often overlooked perspectives are given the recognition they deserve.

As Hiller explains, “Representation is critical. The stories we see on screen shape our perceptions of the world and each other. The Inclusive Lens Awards were created to shine a light on the exceptional work that’s driving diversity in the entertainment industry.”

Accessibility and Neurodiversity: Creating Spaces for All

FAME Week Africa 2024 has also made significant strides in creating a more accessible environment for attendees with diverse needs. One key initiative is the introduction of Quiet Rooms, a space dedicated to neurodiverse individuals who may need a break from the busy event atmosphere. These quiet, calming spaces allow attendees to step away, recharge, and rejoin the event feeling more comfortable.

Additionally, Sign Language Interpreters were provided for five key sessions at the event, ensuring that the Deaf community had access to important discussions and presentations. “We know this is just the beginning,” Hiller remarks. “We are committed to expanding the availability of sign language interpreters in future editions to ensure more sessions are accessible.”

Gender-Inclusive Spaces: Fostering Comfort and Respect

Inclusivity at FAME Week Africa extends beyond programming to the physical environment of the event. This year, the introduction of **gender-neutral bathrooms** ensured that all individuals, regardless of gender identity, had a safe and welcoming space to use. This initiative is an important step in reducing gender-related discrimination and promoting respect for transgender and gender-nonconforming attendees.

 “Creating an inclusive environment means thinking about every detail,” says Hiller. “From the sessions on stage to the spaces people interact with, we want every attendee to feel seen, respected, and valued.”

Amplifying Marginalised Voices: Industry Talks and Representation

Conversations about inclusion have been a key focus at FAME Week Africa, with sessions dedicated to discussing the importance of diverse representation in film, TV, and music. These Inclusive Industry Talks cover critical topics such as accessibility for people with disabilities and increasing LGBTQ+ representation in media. The aim is to challenge stereotypes, normalise diverse stories, and provide platforms for marginalised voices to be heard.

Hiller highlights the importance of these discussions, stating, “We need to keep pushing for inclusivity in all areas of the entertainment industry. These conversations are not just about representation—they’re about creating equal opportunities for all talents to shine.”

Empowering Women in Entertainment

The African Women in Entertainment Breakfast is another powerful initiative introduced this year, celebrating the achievements of women across film, television, and music. This event provides a space for women to connect, share their experiences, and inspire the next generation of female leaders in the entertainment industry. By putting the spotlight on women, FAME Week Africa is playing its part in promoting gender equality and fostering a more balanced and inclusive industry.

Looking Forward: A Commitment to Growth

FAME Week Africa’s D&I initiatives are an ongoing effort, and the 2024 edition has laid a strong foundation for future growth. As Hiller notes, “This is just the beginning. We’re learning, we’re growing, and we’re committed to making each year more inclusive than the last. The entertainment industry has the power to shape culture, and we want to ensure that it reflects the diversity and creativity of Africa.”

With initiatives like the Inclusive Lens Awards, accessibility measures, and events focused on amplifying marginalised voices, FAME Week Africa is not just talking about diversity and inclusion—it’s leading the way. These efforts are helping to build a creative landscape where everyone has the opportunity to thrive, ensuring that Africa’s stories are as diverse and dynamic as the continent itself.

Flush with national pride, South Africans hope there’s more to come. Our new Minister of Sport, Arts and Culture, Gayton McKenzie, says his term will be a failure if he doesn’t manage to bring F1 to the country. And after Dricus du Plessis’ victory down under, there’s every chance the next UFC title fight will be held in South Africa.

What does this mean for our tourism industry? As Carol Weaving, MD of RX Africa, explains, “hosting flagship events not only attracts new visitors to the country, but it also celebrates our capabilities, achievements, culture, people, and attractions on the international stage”.

“There’s no doubt that big events boost the local economy,” says Weaving. “Venues, hotels, guesthouses, catering businesses, transport services all benefit. What is harder to measure, is the positive knock-on effect for ‘brand’ South Africa. When visitors have a positive experience of the country, experience our hospitality firsthand, and enjoy a world-class event, you create new and passionate ambassadors for South Africa. People who want to come back with family and friends.”

This is certainly true of the Rugby Championship which had commentators and pundits from across the world sharing posts, pictures and videos from their time in South Africa. Not tourists in the traditional sense of the word – but definitely flying the flag for Mzansi.

A theme picked up by Mbongeni Dhilwayo, Regional Insight Specialist SA Tourism, at the Global Business Travel Association conference in Johannesburg, who said that business travel – including the business traveller, business shopper, and meetings, incentives, conferences and exhibitions (MICE) traveller – accounted for 15% of travel to South Africa in the first quarter of 2024.  

For Weaving this is important. “Each business meeting, conference or event has the potential to sell South Africa as a top destination,” says Weaving. “Every business traveller is also a tourist, with the opportunity to sample our food and drink, visit local attractions and really immerse themselves in our culture. It becomes even more significant when high-profile guests – like Steve Harvey at FAME Week Africa – share their experiences with their fans and followers.”

The most significant event on South Africa’s 2025 calendar? The G20 Summit.

“It’s hard to overstate the importance of the G20,” says Weaving. “And it’s not just the high-profile nature of the Leaders’ Summit, which takes place in November, but it’s all the strategic meetings, ministerial meetings and special sessions that take place in the lead up to – and alongside – the Leaders’ Summit. We’ll welcome thousands of influential people to our shores – a potential goldmine in terms of job creation, positive sentiment and long-term growth.”

Global market research company, Fortune Business Insights, reports that the global MICE market, valued at USD 904.30 billion in 2023, is projected to grow from USD 970.76 billion in 2024 to USD 1,932.73 billion by 2032 – a compound annual growth rate of 8.99%. The key drivers? An increase in business trips worldwide (post-covid), an increase and improvement in available infrastructure, new technology (which streamlines bookings, reduces errors and ensures everything runs smoothly), and “the rise in the promotion of tourist places by government and individuals through social media platforms”.

RX Africa produces over 400 events in 43 sectors in 22 countries across Africa – including Comic Con Africa and the Mzansi Food & Drink Show in Johannesburg. The ripple effect of these events, says Weaving, benefits everyone involved.

“I’m not sure you can find a more dynamic and exciting industry,” says Weaving. “These high-profile events challenge preconceived notions, showcase Africa as a hub of creativity, innovation, and economic opportunity, demonstrate our event management chops, and create a new generation of ambassadors!”

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

RX Africa, a key player in the South African events sector, is among those recognising the need for change.

The Paradox of Female Representation

While women dominate numerically, their presence in leadership roles tells a different story. Only 16% of women hold director positions compared to 32% of men, and at the executive level, a mere 17% are women. This stark contrast raises questions about the industry’s structure and the barriers women face in climbing the corporate ladder.

Carol Weaving, RX Africa Managing Director, offers insight into this paradox: “Female event planners often bring a deeper understanding of people guided by their sensitivity and authenticity. Their innate ability to offer a more nuanced approach resonates deeply with attendees and participants.” Yet, she also notes, “Women often face stereotypes that question their ability to effectively lead and manage events due to gender bias.”

This juxtaposition highlights an issue: while women’s skills are valued in execution, they seem to be overlooked in leadership considerations. The reasons for this discrepancy are multifaceted, ranging from ingrained biases to structural barriers.

However, there’s a silver lining. Many companies recognise this disparity and are taking active steps to address it. At RX Africa, says Weaving, various incentives are consistently run to recognise the work of their teams. Regular networking events celebrate colleagues’ achievements, promote staff abilities regardless of gender, and maintain a non-discriminatory environment. Additionally, ongoing compulsory training, alongside optional sessions, ensures equality is an integral part of the business. This gradual shift is helping to build a pipeline of female talent ready to step into senior roles.

For the Decorex Africa team, which is almost entirely female, advocating for these women is essential for nurturing diversity, challenging stereotypes, driving innovation, achieving economic growth, promoting social equity, and reflecting the rich cultural fabric of the nation. “Our country’s rich cultural diversity should be reflected in its design industry, and championing women ensures this is accurately and fully represented,” comments Bielle Bellingham, Decorex Africa Executive Creative Director. “Often, women design with a focus on community and social impact, leading to projects that benefit society as a whole. By supporting their work, we foster a more inclusive and forward-thinking industry.”

Balancing Act of the “Superwoman Syndrome”

The demands of the events industry can be particularly challenging for women trying to balance career ambitions with personal life. Esther Mpofu, Sales Executive at FAME Week Africa, describes this struggle: “As women, we often grapple with the ‘Superwoman Syndrome,’ balancing work, family responsibilities, and travel demands.”

This balancing act is further complicated by industry-specific challenges. Mpofu points out that nighttime networking, essential for career progression, can pose safety concerns for women. Such realities force many women to make difficult choices between career advancement and personal safety or family responsibilities.

Diverse Perspectives on Industry Dynamics

Not all women in the industry view their experiences through the same lens. Olivia Gradidge, Marketing Manager at Africa Travel Week, sees women’s collaborative nature as an asset: “Women have a natural motherly nature to the way in which they work. Collaboration and inclusivity come naturally to them.”

However, this perspective, while positive, could inadvertently reinforce stereotypes that pigeonhole women into specific roles or expectations. It’s crucial to recognise that women’s approaches to work are as diverse as women themselves, she says.

This diversity of perspectives and leadership styles is increasingly seen as a strength in the industry. Companies that embrace a range of leadership styles often report higher innovation and better problem-solving capabilities.

Travel: Empowerment vs. Additional Burden

Travel within the events industry offers both empowerment and challenges for women. Reante Naidoo, Buyer & Digital Director, RX Africa, views travel as a liberating experience that fuels personal and professional growth. She states, “Travel is an incredibly liberating experience for a woman…from planning to paying to arriving and soaking up all these new possibilities a new place has to offer – the entire experience is full of discovery and empowerment.”

Similarly, Penny Fraser, Sales & Partnerships Director – Travel, Tourism & Creative Portfolios, (MipAfrica & FAME), notes, “Travel inspires women professionally by exposing them to new skills, cultural understanding, and innovative thinking, sparking problem-solving and creativity.”

However, both acknowledge the duality of this empowerment. While travel can open doors for career advancement and economic opportunities through community-based initiatives and supporting women-owned businesses, it also exacerbates work-life balance struggles. To mitigate this, some companies offer ‘travel budgets’ allowing employees to bring family members on longer trips, recognising the importance of supporting employees’ lives outside of work.

Sustainability: A New Frontier for Female Leadership

Sustainable event practices are emerging as an area where women are taking the lead. Gradidge notes, “As natural nurturers, women approach projects uniquely. We tend to prioritise sustainable and ethical tourism practices in the workplace.”

This trend offers new avenues for women to showcase leadership skills and drive industry innovation. The focus on sustainability aligns well with growing market demands and provides opportunities for women to shape the future of the industry.

While it’s important to avoid reinforcing stereotypes about women’s ‘nurturing’ nature, the leadership in sustainability demonstrates how women are carving out new niches and redefining industry standards.

For the Decorex Africa team, which is predominantly female, advocating for women is essential to nurturing diversity and driving innovation. “Our country’s diverse culture should be represented in its design industry, and championing women ensures this,” says Bielle Bellingham, Decorex Africa Executive Creative Director. “Women often design with a focus on community and social impact, leading to projects that benefit society as a whole. By supporting their work, we foster a more inclusive and forward-thinking industry.”

“We’re seeing women lead the charge in creating more sustainable and collaborative events,” says Bellingham. “Their unique perspectives and approaches are reshaping how we think about event planning and execution.”

Challenges and Opportunities

The future of the events industry holds great promise, especially as it embraces the full potential of its diverse workforce. Mpofu envisions a significant shift: “I see more women in C-suite roles, thriving as leaders in what has been a male-dominated industry. Gender equality policies and a supportive workplace culture are crucial.”

Mpofu also highlights the importance of amplifying women’s voices: “It’s essential to ensure women’s perspectives are validated by including them in event programmes and discussions. I hope to see more diverse stories, particularly those by and about women, gaining prominence in TV and film.”

The combined efforts of trailblazers like these women and innovative organisations like RX Africa are setting the stage for an events industry shift. As more women ascend to leadership roles and diverse voices gain prominence, the future looks not just inclusive but dynamic.

** ends **

For more information contact Olivia Gradidge – olivia.gradidge@rxglobal.com

About RX  

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

The awards are integral to Africa Travel Week and honour responsible businesses which are leading the way on the continent. Established in 2004, these annual Awards set the benchmark for best practices, encouraging tourism stakeholders to rally behind sustainable travel experiences.

Free to enter, the 2023 Awards is split into four regions: Africa, India, Latin America, and the rest of the world. Each region’s winners will go forward to compete in the Global Awards at WTM London 2023.

“Sustainable tourism is a top priority worldwide, and we know that many African organisations are leading the way with their actions and initiatives. These awards are an opportunity for recognition and celebration. We are very proud that South Africa’s Witsiehoek Mountain Lodge has been recognised in the Growing the Economic Benefit category and as an overall winner in the 2022 Global WTM World Responsible Tourism Awards,” says Megan De Jager, Portfolio Director, Travel, Tourism & Creative Industries Portfolio at RX Africa.

Award entries will be judged by a panel of industry experts led by Harold Goodwin, WTM’s Responsible Tourism Advisor.

Goodwin says, “The Responsible Tourism Awards are an opportunity for businesses and destinations to demonstrate their commitment to responsibility and sustainability. An accolade like this can bring significant business benefits, including increased awareness and a competitive advantage. We encourage all eligible businesses to enter.”

“Africa’s tourism industry is booming again, and it’s more important than ever for us to embrace ways to preserve Africa’s unique assets for future generations,” says De Jager.

Registrants can apply for the following six categories:

Best for Tackling Plastic Waste

Best for Meaningful Connections

Best for Local Sourcing, Craft and Food                                                                           

Addressing Climate Change

Best for Diversity and Inclusion

Best for Nature-Positive Tourism

For details on each category and to enter or nominate a business, venue or organisation, click here.

Entries must be submitted by 17 February 2023.