Personalisation has long led the conversation when it comes to trends in the meetings, incentives, conferences and exhibitions (MICE) space. But for Carol Weaving, Managing Director RX Africa, advances in technology, sustainability and wellness are all important trends as we head into 2025.
“Wellness and sustainability often go hand-in-hand, as guests recognise that all efforts to produce seasonal, sustainable menus, reduce plastic, save energy or purify the air at events actually have a direct impact on their health and well-being too,” says Carol.
In terms of sustainability, Carol believes that environmental consciousness is moving from being a ‘nice-to-have’ to being part and parcel of today’s events. Common practices include waste reduction (for example, by using digital platforms to share information rather than printing reams of information), using recyclable materials as much as possible, and prioritising energy-efficient technologies. “Environmental credentials are an important part of the venue selection process, and then it’s over to the event management team to make sure we’re implementing eco-conscious practices wherever we can,” says Carol. “The MICE industry is obviously under the microscope as events do use energy, produce waste and add to carbon emissions. That is why an eco-friendly approach is paramount.”
Llewellyn du Plessis, RX Africa Trade Marketing & Hosted Buyer Manager: Business and Technology, says that wellness remains a key trend. “It’s important because well-rested and comfortable delegates are better engaged and this leads to more meaningful conversations and stronger connections,” says Llewellyn, explaining that event planners are increasingly incorporating dedicated wellness zones, healthy food options (including vegetarian, vegan and allergen-free choices), guided meditation and mindfulness sessions, onsite massages, hydration stations, and relaxation areas with ergonomic seating, charging stations and quiet zone into their event programmes and setups.
Megan De Jager, Portfolio Director at ILTM Africa, which will be held at the Norval Foundation in Cape Town in April 2025, says the team prioritises wellness by curating multi-sensory experiences designed for both relaxation and engagement.
“Our pop-up exhibitors provide opportunities to connect with their senses through tastings and stunning luxury product activations. Each year, we thoughtfully select a tranquil setting for the show, one that highlights the beauty and luxury of our country while offering visitors and staff the chance to stroll through the gardens and immerse themselves in nature, helping to refresh and reset the senses.”
Megan, Llewellyn and Carol are also excited by tech developments and how AI and related tools will shape the MICE industry in 2025 and beyond.
A sentiment shared by Reante Naidoo, Buyer & Digital Director for Travel, Tourism & Creative Industries at RX Africa, who says tech-driven personalisation is transforming attendee experiences.
“As an example, we can tailor attendee experiences through AI-driven matchmaking, custom itineraries and targeted content,” says Reante. “This is especially important as today’s attendees are looking for meaningful networking opportunities and relevant content.” For Reante, real-time analytics also give more insight into attendee engagement allowing organisers to fine-tune their event and content delivery on the fly.
In addition, augmented reality (AR) provides dynamic and immersive demonstrations, which is particularly valuable at shows like the Africa Automation Technology Fair (AATF), which is set to take place at the Gallagher Convention Centre in Johannesburg, South Africa from May 6-8, 2025.
And what are the RX Africa team seeing more of in the MICE space? Carol and Llewellyn agree that the following trends are gaining traction:
- Digital ‘twins’ for venues, whereby event organisers create a virtual replica of the event space so attendees can explore and plan their visit ahead of time.
- Gamification, where games and challenges are incorporated in the event programme to engage attendees and reward participation. For example, hosting a scavenger hunt across exhibitor booths or introducing gamified training workshops.
- Edutainment, which combines education and entertainment to deliver dynamic content, interactive panels, live demonstrations or themed exhibitions.
- Micro-experiences, or events within events that allow organisers to create niched, tailored events for small groups within a much larger expo or event.
- Wearable tech, where smart badges or bracelets track engagement and facilitate contactless networking, lead capturing and data sharing.
“The MICE industry in 2025 will be marked by its adaptability and foresight, embracing trends that prioritise wellness, accessibility, and innovation,” says Carol. “As digital solutions integrate more deeply and sustainable practices become the norm, event experiences will become more inclusive, customisable, and rich in content. For stakeholders, these trends offer pathways to thrive in an ever-evolving landscape, ensuring meetings, incentives, conferences and events are meaningful, engaging, and successful.”
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