Reimagining the African exhibition model for a new generation
Johannesburg, 19 May 2025 - 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 They’ve been called everything from ‘work-shy’ to ‘unreliable’ and ‘intolerant of outdated policies’.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 13th 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!”
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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
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