The African events industry is undergoing a shift as Generation Z enters the workforce and begins to reshape how exhibitions, conferences and trade shows are planned and delivered. According to RX Africa, organisers are rethinking event formats to align with the values and expectations of younger delegates.
“Gen Z prioritises authenticity and social responsibility,” said Carol Weaving, MD of RX Africa. “They also believe that conferences and live events are crucial for personal and career development, which means organisers must create spaces that deliver meaningful opportunities to connect and collaborate.”
New expectations
Younger attendees expect seamless digital integration. Augmented reality, virtual reality (VR) and gamification are increasingly common. At the 2025 Africa Automation Technology Fair in Johannesburg, organisers incorporated VR demonstrations and digital navigation tools to improve engagement.
Other innovations include digital twins of venues, edutainment experiences and wearable devices to streamline registration and capture data.
Rethinking panel discussions
There has also been a shift in how content is delivered. “While keynote addresses still have value, we’re seeing more demand for small, personalised spaces like the Brain Box at WTM Africa,” said Weaving. This area allowed informal dialogue between speakers and attendees in a relaxed environment, featuring bean bags and sofas.
Despite the generation’s strong digital presence, Gen Z values in-person networking. “At WTM Africa, Visit Stellenbosch collaborated on a street market-style networking session that helped delegates connect in a relaxed setting,” said Weaving.
Sessions on inclusive tourism at WTM Africa featured speakers with lived experiences, including people with disabilities and members of the LGBTQ+ community. “These conversations were more than box-ticking exercises – they provided genuine engagement and learning opportunities,” said Weaving.
Gen Z is driving sustainable event practices with increased focus on eliminating single-use plastics, reducing waste, using recyclable stands and sourcing local suppliers. These practices are now standard across events managed by RX Africa.
“Event planners who embrace interactivity, personalisation and ethical frameworks will be well placed to thrive,” said Weaving.
