16 | FEATURE
www.theevent.co.za
EXHIBITION TRENDS In Southern Africa by Kim Muller
M
uch has been afoot in the global exhibitions industry of late. Millenials are being included in eventing research, hybrid events have been taking off, greening is prominent and technology has been adapted to suit and facilitate each sector. The Global Experience Specialists (GES) recently released their 2015 Trend Tracker,
the fourth annual list of the top 50 trends impacting trade shows and events this year. Although some of these naturally do not affect or pertain to Africa’s way of doing business – or will not affect us for at least another year or so – there are gems of wisdom to be gleaned and used in our continent’s business-events industry. As Liam Beattie, Managing Director of
Hott 3D Exhibition Stands so wisely says, “In a South African context, one needs to understand that technology and ideas from abroad take time to filter down to a point where they are used regularly here. A combination of cost and also marked fear of the unknown make the take-up in South Africa slow.” Overall, despite sluggish growth in the