As South Africa celebrates Youth Month, SAACI is proud to highlight the emerging voices shaping the future of the meetings, incentives, conferences, and exhibitions (MICE) industry. In this in-depth Q&A, we speak with Martin Mthembu, a member of SAACI’s Youth Council, about her journey into the events sector, the challenges she’s navigating as a young professional, and the transformative trends she sees on the horizon.
1. What initially sparked your interest in the MICE and events industry, and what keeps you engaged today?
Events blossom from the inception of a creative idea and are carried out through processes to ensure deliverables are met.
What keeps me engaged today, however, in the MICE and events industry, is research. Going out and engaging with a myriad of stakeholders within the industry to uncover trends and build on the knowledge that already exists in the literature; moreover, finding ways to integrate the two fields – industry and academia (research) – to develop and grow the industry.
“The MICE and events industry is a perfect example of how to combine the rigidity and meticulousness of processes with creativity.”
2. What are some of the biggest challenges you’ve faced or foresee facing as a young professional in this industry, and how are you navigating them?
You need to know exactly what the industry needs in terms of skills and knowledge. More so, considering how the industry is changing on the back of a pandemic-induced lockdown that took place in 2020, I think there needs to be workshops every so often to teach young people what is required of them.
“At the moment, I believe a handful of young people are not certain about what exactly the industry wants from them, and it has turned into a guessing game for the youth on how to prepare themselves for the industry.”
3. How do you see the MICE and events industry evolving in the next 5-10 years, particularly concerning sustainability and inclusivity?
Firstly, Artificial intelligence (AI) is definitely an aspect of this evolution that cannot be ignored. While I believe AI will enhance the efforts around sustainability, I have questions when it comes to inclusivity, however. The change in the use of AI will benefit those who can afford the software and hardware, but the majority of Africans still live below the poverty line. Regulation will also be another aspect that needs to be looked at regarding the use of AI.
“I believe AI will definitely play a significant part in the daily operations of the industry through event businesses and the events themselves – in fact, it is already.”
4. What skills or areas of expertise do you believe are most crucial for young professionals to develop to thrive in the current and future MICE and events landscape?
Problem-solving skills and technical skills will be essential to adapt to the coming fourth industrial revolution (4IR).
5. How important do you think networking and mentorship are for career growth in this industry, and what strategies do you use to build your professional network?
I think networking and mentorship are very important.
- Networking allows the possibility to engage with fellow industry personnel and collect information and/or knowledge that will assist you in advancing yourself in the industry.
- Mentorship gives an opportunity for young people to be coached and given the necessary tools to advance their careers. It gives any young person an upper hand in the industry.
Thereafter, it’s off to the races, sparking up as many conversations with as many people as I can – importantly sharing information on who I am and what I do, an elevator pitch if you will, about myself.
“I try and get myself in spaces where I know I will meet industry players, which will then give me the opportunity to network.”
6. Can you share an example of an innovative or impactful event you’ve been involved in or witnessed that inspired you, and what made it stand out?
At the SAACI National Annual Conference in 2024, the event tags were made from recycled plastic bread bags, which I thought was a nice touch to drive sustainability within the event. Furthermore, supporting a local (South African) business.
7. What advice would you give to other young people considering a career in the MICE and events industry?
Be confident. Build your soft skills and don’t stop learning. Learn how to network as early as you can… and don’t stop learning!