Evolving with purpose: SAACI Conference reframes innovation in the business events industry

Supplied by SAACI

The 2025 SAACI National Annual Conference (27-29 July) brought together professionals from across the business events industry with a shared goal to reset, reframe, and reimagine its future.

With a bold theme, “Shaping Tomorrow, Together, Today”, the association ensured that delegates were not just passive attendees. They were engaged in conversations that challenged the status quo, spotlighting innovation and demanding action.

During the welcome, SAACI CEO Glenton de Kock’s AI-generated avatar (called in from the year 2050) set the tone for the days that followed; “the future is no longer knocking, it’s breaking down the door,” he said. “This technology may seem futuristic, but in truth, it reflects the evolving needs of how we show up - in many rooms, at the same time, with the same impact.”

Futurist Dr Craig Wing challenged the industry to view digital tools as enablers, instead of a means to an end. The programme modelled transformation through interactive formats and tools, turning ideas into implementable strategies.

In a reverse panel discussion, young professionals interrogated leaders on the barriers to enter the industry, calling for intentional pathways into leadership roles, stronger ties between academic institutions and the industry, and more open, adaptive communication styles from senior professionals. 

Over the three days, delegates had the opportunity to experiment with:

• Snapsight, which captured live transcriptions, summarised key takeaways, and generated idea clouds for every session – providing a platform for continuous learning and planning long after the event has concluded. 

• SparkRockets, which gave participants a framework to turn their ideas into executable business strategies during the CEO Simulation. The top five teams will continue working with industry mentors, Johanita Serfontein-Thwaits and Jo Griffiths (co-founder of GIIG), to further develop their concepts and turn it into a reality. 

“It was a test bed for how we learn and lead going forward,” said Griffiths.

An African identity, with global standards

Speakers and attendees also urged for MICE (meetings, incentives, conferences, and exhibitions) models that are locally relevant, culturally informed, and internationally competitive.

South African Tourism shared progress on the development of digital bid platforms, a strategic focus on second-tier destinations (VTSDs), and Meetings Africa's future trajectory.

The final session outlined where the industry needs to start to see real transformation: decentralising South Africa’s MICE footprint.

“We can’t shape tomorrow if we’re stuck hosting everything in three cities,” pointed out one delegate. “The spread of opportunity is the spread of impact.”

Ubizo Events and Tours – this year’s winner of the Business Tourism Community of the Year Award – offered a practical example of how community-led tourism and events can merge meaningfully.

A challenge to the industry

The conference proved that innovating doesn’t have to mean abandoning our principles, just evolving them with purpose. “The future of the industry won’t be shaped by what’s new, but by what we choose to do with what’s possible,” concluded De Kock. “SAACI has given the sector a blueprint. Now it’s time to build.”

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