In honour of Women’s Month this August, we shine a spotlight on the remarkable women making waves in the MICE industry.
These trailblazers have not only carved out successful careers but have also inspired others through their leadership, innovation and unwavering dedication. From managing prestigious events to driving strategic growth, these women exemplify excellence and resilience. We celebrate their achievements and share their insights, hoping to inspire the next generation of female leaders in the MICE industry.
Building bridges and breaking barriers
With over 20 years of experience in the exhibition and event industry, Projeni Pather is a force to be reckoned with. As the managing director of Exposure Marketing, she has successfully conceptualised and organised numerous exhibitions, including the renowned MamaMagic Baby Expo. Her journey has been marked by strategic growth and an expansive network that has turned Exposure Marketing into a premier exhibition and event management agency.
Currently serving as Vice-Chair for AAXO (Association of African Exhibition Organisers), Projeni is also the first and only graduate on the continent of the IAEE (International Association of Exhibitions and Events) CEM-AP programme. She proudly represents Africa as a member of the IAEE international faculty for the CEM programme. Her passion for education and collaboration led to the launch of AFRICA EVENT-CONNECT, the continent’s first podcast dedicated to the MICE industry.
Projeni’s advice to young women entering the MICE space is profound: “Embrace your story with its unique strengths and perspectives. Network tirelessly, seek mentors, and never stop learning. The industry needs your voice, your vision, and your leadership. Embracing your story with pride enables you to engage, collaborate, and lead by example.” She emphasises the importance of inclusivity and the need to consciously foster it in every aspect of the industry.
Driving sustainable growth
Tracy Gounden, who joined MFSA in 2017 as a sales manager, has consistently demonstrated her strategic acumen and operational efficiency. With over 10 years of experience in sales and marketing, Tracy has built and maintained profitable relationships across challenging markets, both nationally and internationally.
Her impressive portfolio includes trade events such as Automechanika, Futuroad, Scalex, Solar Power Africa, Windaba, and Naacam 2023. Tracy’s expertise spans various sectors, including hospitality, tourism, government, automotive aftermarket, and renewable energy. She excels in strategic partnership, planning, leadership, and key stakeholder management.
Tracy’s success is attributed to her versatility and ability to navigate complex industries. “I have repeatedly achieved and improved sales and profitability while enhancing customer satisfaction, quality, and employee engagement,” she shares. Her strategic mindset and dedication have been key drivers in her journey.
From corporate to events
Premi Shunmugam, managing director of Silver Touch Travel and Events (Pty) Ltd, transitioned from a corporate career to finding her passion in events. With 22 years of diverse corporate experience, Premi founded her own company in 2015, driven by her love for the industry.
Premi’s journey is filled with memorable moments, from managing high-profile clients to orchestrating exciting incentives and conferences locally and abroad. A standout event was managing a group of 125 international delegates in Cape Town, themed “Invictus”. The highlight was an evening with Francois Pienaar, sharing his experiences of winning the World Cup and meeting Nelson Mandela. “It was overwhelming to see the admiration for our country and people,” Premi recalls.
Another significant event was organising a welcome party for the South African Rugby team after their World Cup win. Despite the logistical challenges, the joy and excitement made it all worthwhile. Premi’s advice to young women in the MICE space is to embrace the challenges and privileges of the job: “Every single event is different, and if you love what you do, you’ll never work a day in your life.”
Championing fulfilment and purpose
Devi Paulsen-Abbott is driven by fulfilment and purpose. With a 25-year career in media and events, Devi has held significant roles, including co-founding Hypenica and driving its acquisition by DMG Events.
Reflecting on the industry’s biggest changes, Devi cites COVID-19 as a major disruptor. “The pandemic turned our industry on its head, but it also created space for new businesses and offerings,” she says. Devi is excited about the innovative ways exhibitions are evolving and the new skill sets emerging to fulfil these roles.
Devi’s personal life is deeply intertwined with her professional journey. “Family is the basis of who I am,” she shares. Despite the industry’s challenges, Devi remains optimistic and committed to driving growth and innovation in the MICE sector.
Strategic development and growth
Adele Hartdegen, CEO of Dogan Exhibitions and Johannesburg Expo Centre, has over 15 years of C-level experience in sales and marketing. Her career in the MICE industry began with GL events group, where she specialised in marketing, bid management, and business development.
Adele is passionate about developing talent within her organisations. “Creating a ‘safe place’ for staff where they feel comfortable to contribute and test their ideas is crucial,” she says. Her inclusive leadership style focuses on retaining and developing existing talent, ensuring everyone has the opportunity to grow and flourish.
Adele’s advice to young women in the MICE space is to broaden their understanding of the industry. “Equip yourself with knowledge, understand the broader industry, and consider where improvements or new ideas could lead to growth. In MICE, if you can dream it, you can do it.”
These inspiring women have not only made significant contributions to the MICE industry but have also paved the way for future generations of female leaders. Their stories of resilience, innovation, and dedication serve as a testament to the power of women in transforming industries. As we celebrate Women’s Month, let’s honour their achievements and continue to support and empower women in the MICE sector. Together, we can create a more inclusive, dynamic, and successful industry for all.
