South Africa’s business and industry events sector landscape is shifting fast as organisers respond to rising digital and sustainability demands, says event management company Anzomode. This shift is most visible across conferences linked to energy, mining, water, infrastructure and manufacturing.

These sector shifts have changed how the company approaches work, and the starting point is always to understand the core function of a client’s industry, says Anzomode MD Linda Dlamini.

“This helps the team shape visual storytelling through exhibition stands and marketing materials. The value of images and a compelling story are more evident and saleable when it is real.”

This focus on storytelling has become more important as digital transformation accelerates. Dlamini says digitalisation and AI are now dominant themes at major 2026 conferences. She recalls that almost every event she attended in 2025 asked the same question: how will a business scale with AI and what happens if it adopts too late?

“These questions are now influencing event formats, and fears linked to digital disruption are shaping content, design and engagement tools. Because of this, organisers are rethinking programme structures and how delegates interact with brands.”

Dlamini adds that this rethink is visible in new projects: “Anzomode has recently successfully completed a conference built around the theme: Transformation through digitisation. This is challenging because the sector involved has not traditionally centred technology in its operations.”

However, her team has stepped in by supporting automated registration, applications and communication systems. This work expands on earlier automation and social media projects the company delivered.

Event Infrastructure

As digital demands grow, Anzomode has expanded its capabilities. Dlamini says the company invested in new event infrastructure and audio-visual equipment so that it can offer a more complete package.

However, while the company leads the creative direction it still works with freelance and partner designers to deliver high-end, international-standard stands.

These evolving expectations have also reshaped design priorities. Dlamini adds that projects now begin with clear brand messaging and a focus on visibility, engagement and measurable impact. Digital content supports these goals, but she warns that it must be balanced.

“Visitors want immersive experiences, not overwhelming screens. Engaging meeting spaces, high-impact visuals and lighting must, therefore, be aligned with the brand.”

Post-event analytics have also become very important and Dlamini highlights that tracking tools and integrated systems are essential for measuring return on investment.

Global Pressures

Beyond technology, global pressures are also influencing expectations, with supply chain tensions and geopolitics shaping priorities, while sustainability has become non-negotiable.

“Clients arrive with sustainability commitments, and Anzomode responds with responsible materials, reusable structures, reduced energy use and lower transport needs,” Dlamini adds.

These combined pressures are shaping how the company positions itself for 2026. The company is working to elevate the exhibition experience through technology-enabled solutions, while a strong partner network enables the team to deliver at scale.

With the 2026 cycle, Dlamini offers guidance for organisers planning infrastructure or manufacturing event: “Strong content must come first, followed by seamless user experience. Delegates attend to connect, so organisers must integrate technology, enable smart networking, use live data tools and track engagement.”

Empowering local communities should also be part of event design, as it supports sustainability and reduces transport and waste.

Dlamini adds that the strongest emerging trend is the rise of digital experiences that still value human connection. She believes that AI will strengthen creative and operational processes rather than replace people.

“Clients now want qualified leads, behavioural insight and reusable content, and Anzomode is adapting accordingly,” she concludes.