Nonnie Kubeka, Executive Director of the Gauteng Convention and Events Bureau (GCEB), stands as a beacon of leadership and innovation in the Business Events Industry.
With a stellar 25-year career in destination marketing, Nonnie’s journey is a testament to her dedication, expertise, and unwavering commitment to driving the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector in South Africa. Her impressive academic qualifications include a Bachelor of Commerce (Honours) and an MBA in Strategic Marketing. These credentials have not only cemented her strategic marketing expertise but have also enabled her to position Gauteng as a premier international MICE destination. Under her leadership, the GCEB has seen remarkable growth, with business tourism injecting billions into the local economy and creating numerous job opportunities.
Over the years, Nonnie has held prominent roles that further highlight her influence in the industry. Her professional journey includes significant tenures at Grant Thornton and Standard Bank CIB, and she has also served as Commercial Director at the Cape Town International Convention Centre and Chief Marketing Officer at Gauteng Tourism. Each of these positions helped hone her skills and prepare her for the impactful role she holds today.
Nonnie’s vision extends far beyond her current role. Her work at GCEB involves crafting strategic partnerships, securing high-impact international exhibitions and sporting events, and ensuring the continued growth of the local business events sector. She is also a champion of community development, ensuring that the benefits of the industry extend to a wide array of stakeholders. Her tireless efforts have not gone unnoticed; Nonnie has received numerous accolades, including being recognized by Forbes Africa Woman, being honored with the Standard Bank Top Women Leadership Award, and being listed among the Top 100 Most Influential People in the Events Industry and the Top 50 Most Influential People in the Events Industry by Eventex Global. Most recently, in September 2024, Nonnie was awarded the African Tourism Women Leadership Award in Botswana—an accolade that further affirms her legendary status in the industry.
Balancing Professional Success with Personal Values
Despite her incredible professional achievements, Nonnie remains grounded in her personal values. Family and relationships are central to her life, and the idea of creating a better future for her loved ones serves as her daily motivation. This personal drive is mirrored in her approach to her career, where she is deeply passionate about her community and committed to mentoring new entrants into the industry. “I feel a strong sense of duty to give back through mentorship,” Nonnie shares. “Knowing I can make a difference in the lives of others fills me with purpose and drives me to stay involved and committed.” Her work extends beyond her direct responsibilities at GCEB, as she serves on several advisory boards, including the UNISA Advisory Board, the Vaal University Advisory Board, a board member of Egyptian Pharaoh Innovations 6 and the South African Association of the Conference Industry Advisory Board (SAAIA). These roles allow her to influence not only the present state of the business events sector but also its future by helping shape the next generation of industry leaders.
Leadership Traits and Mentorship
Nonnie’s colleagues and mentors have played a crucial role in shaping her career. She counts Sthembiso Dlamini, the CEO of Gauteng Tourism, as one of her role models. “Sthe has shown me the importance of work-life balance,” Nonnie reflects. “Despite managing multiple projects at a time, she always meets her deadlines and attends family events. That quality has inspired me to apply a similar balance to my own life.”
Another major influence is Professor BK Majola, Nonnie’s life partner. She admires his strong work ethic, commitment to continuous learning, and high moral standards. “He has taught me the importance of maintaining professionalism and staying relevant in a constantly changing field,” Nonnie explains. “I model my own professional development around his recommendations, always looking for new opportunities to grow and reach my goals.” Nonnie also speaks highly of her colleague Philile Moreko, who exemplifies strong leadership and advocacy skills as an administrator. “Philile taught me how to support my team by keeping open communication channels built on trust and respect,” Nonnie says. “Her leadership style has influenced how I manage diverse teams, and I’ve learned to adapt my approach based on the unique dynamics of each group.”
Navigating Challenges in the Business Events Industry
The events industry is full of unexpected challenges, and Nonnie’s ability to navigate crises has set her apart as a leader. When faced with difficulties, she relies on a combination of preparation, adaptability, and strong communication to find solutions. “One of the key strategies I’ve learned is to always have a contingency plan in place,” Nonnie advises. “Identifying potential risks and having backup strategies—whether it’s alternative venues or suppliers—has saved events on more than one occasion.” Nonnie also emphasizes the importance of maintaining calm during a crisis. “Leaders set the tone for their teams, and a calm demeanor can help foster a solution-oriented environment. Flexibility is key in our industry—being open to changes in the agenda, format, or location can mitigate many issues.” Over the years, Nonnie has learned valuable lessons from her experiences. “Every challenge is an opportunity to learn,” she says. “After each event, we conduct a post-event evaluation to see what worked, what didn’t, and how we can improve in the future. These reflections have helped me, and my team grow stronger with every event.”
Advice for the Industry
As a veteran in the MICE and business events industry, Nonnie is in a unique position to offer guidance to others navigating the ever-changing landscape of the sector. One of her key pieces of advice is to embrace technology. “Hybrid events—combining in-person and virtual elements—are here to stay. Leveraging technology for live streaming, interactive apps, and virtual networking can enhance participant engagement and broaden your reach.” She also stresses the importance of sustainability in today’s events. “Prioritizing eco-friendly practices not only aligns with growing consumer preferences but also strengthens your brand image. Sourcing local produce, minimizing waste, and using sustainable materials can attract more clients who are conscious of their environmental impact.” Nonnie advocates for prioritizing health and safety at events, particularly considering the global pandemic. “Ensuring attendees feel safe and comfortable is crucial. Stay informed about local regulations and adjust your protocols accordingly.” Finally, she advises professionals to invest in continuous learning and skills development. “The events industry is always evolving. Encourage your team to pursue ongoing education so that your organization remains competitive as industry trends shift.”
A Legacy of Leadership and Innovation
Nonnie Kubeka’s impact on the business events industry is undeniable. Her visionary leadership at GCEB has positioned Gauteng as a premier destination for international events, while her mentorship and advocacy ensure that the next generation of industry leaders will continue to carry the torch. Her career is a powerful reminder that leadership is not only about achieving success but also about lifting others along the way. Nonnie’s legacy will undoubtedly inspire future generations to push the boundaries of innovation, sustainability, and community development in the business events sector.
