Rethinking the African exhibition model for the new generation
Johannesburg, May 19, 2025 – Gen Z, the fastest growing demographic in the workforce, often gets a bad rap. They are called everything from “work-shy” to “unreliable” and “intolerance towards outdated policies.” In reality, they are shaking things more than any generation before them. Prioritize job satisfaction, fair rewards, work-life balance and mental health.
And their influence is having an impact. We need to look at the events industry where traditional event formats are being replaced by immersive, interactive, and purpose-driven experiences that reflect Gen Z's values and digitally native behavior.
“Gen Z prioritizes reliability and social responsibility,” says Carol Weaving, managing director at RX Africa. “They also believe that meetings and live events are essential for personal and career development, meaning that the organizers of today's events are working hard to create a space that provides what both Z and millennials are looking for.
For textiles, this is how millennials and, more recently, Gen Z have an impact on the conference, incentives, conferences, and exhibition (mouse) sector.
Integrated technology
Gen's comfort with digital tools has made seamless technology integration unnegotiable. Today, events routinely incorporate augmented reality (AR), virtual reality (VR), and AI-driven personalization to create layered experiences.
“Obviously, both AR and VR were running in Comic Con Cape Town. Participants used the latest technology to explore virtual worlds, fantasy franchises and gaming platforms,” Weaving said. “However, the 13th edition of the Africa Automation and Technology Fair (AATF 2025) held recently at the Gallagher Exhibition Centre in Johannesburg used Tech to provide a dynamic demonstration that resonated with younger audiences.”
Other technical trends include the venue's digital twin, allowing attendees to get used to the venue in advance. Introduce gamification in your event framework (from registration to expo floors) to increase interest and engagement. Use an editment that includes interactive panel sessions and live demos to deliver engaging content. Wearable technology including smart badges and bracelets to facilitate data capture.
Personalized interactive sessions
Importantly, the era of traditional lectures and classroom sessions is over. Yes, you can still expect keynotes, but there is a clear shift towards more interactive and engaging learning experiences, such as workshops and breakout sessions, especially as technology allows for more flexibility in how information is presented.
“A key focus of WTM Africa, one of Africa's biggest travel and tourism trade shows, is how information is packaged and presented,” explains Weaving. “CTICC is an incredible venue, where you can host different stages, create different experiences and zones, and host a variety of speakers, including the highly popular 'brainbox' spaces.
As the textile explains, the “brain box” is a smaller, more personal space with a bean bag and a sofa, and invites engaging conversations with invited speakers.
“Participants can not only meet speakers (often in the best business, in the best cases, in the best business) in a more intimate space, but they can also ask questions and shape the conversation, ensuring they learn, connect and get the information they have come.
A meaningful connection
Here we touch on unexpected truths. Not far from the phone, Gen Z is actually craving a face-to-face connection.
“Every successful event has a networking element. In WTM Africa, for example, we created an activation with the iconic Stellenbosch and Stellenbosch wine routes. A market-style setting,” says Weaving.
In weaving, it's about community-driven experience. “Each of our events brings together passionate tribes of people who want to feel a part of something, whether it be Comic Con, WTM Africa, Decorex or 100% Design Africa.
Reliability
In addition to meaningful connections, Gen Z prioritizes transparency and authentic communication. Their Tiktoks are “real” and “friendly” than their more sophisticated millennial counterparts, and they value authentic and relevant content more than anything else. It's an important consideration when designing event programs, says Weaving.
“Many ideas are included in the WTM Africa speaker programme. For example, sessions on comprehensive tourism were led by people with disabilities and invisible people, as were members of the LGBTQ+ community.
Sustainable Solutions
It's no surprise that the world's most environmentally friendly generation is promoting more responsible practices in the event industry. But because it's a global movement, weaving is part of today's event, with waste reduction (including elimination of single-use plastics), recyclable booths, carbon offsetting, and local sourcing (employment, suppliers, catering). And Gen Z expects something less than that.
Ultimately, Gen Z is a complex and often contradictory bunch. With speed and efficiency being the key to accessing and consuming information (this is the generation of “instantly satisfying” after all), events should provide important information in the most instant and engaging way possible. But they also value the authenticated connections and the opportunity to build a network and advance your career.
“The impact of Gen Z cannot be ignored,” Weaving said. “But event planners embracing dialogicism, superpersonalization and ethical frameworks will flourish in this new landscape and are so enjoyable while they're there!”
