CTICC: Navigating an Ever-Changing Future

CTICC’s Annual General Assembly held in December 2019 was an inspiring stage to demonstrate how in these unprecedented times, CTICC adapted its business to serve the people of the Western Cape. So, what is the next step for them?

Like in most parts of the world, venues in South Africa were closed due to the national lockdowns imposed by the government, which prevented Cape Town International Convention Centre (CTICC) from hosting the events they were waiting for. “We had to review our operations and see where we could reduce costs and have a long-term view for our future recovery,” says the CTICC’s CEO, Taubie Motlhabane (pictured below).

To ensure the resumption of safe events and to insulate a self-sufficient income, they adopted a four-part strategy: a C-19-Care programme; the creation of their own events; an African regional focus; and, lastly, the application of a forward event book. “We did this by pivoting our business practices, transforming operations and reigniting our passion for innovation,” adds Motlhabane. The number of events held at the CTICC in the 2019/20 financial year was 397 with 224 734 attendees compared to 560 and 417 070 in the previous one. On the other hand, the average event size declined by 24.3%. “Fortunately, we achieved the same number of international conferences as the previous year, due to them occurring in the spring and summer period.” To date, this African-focused strategy has already attracted new events such as Africa Energy Indaba, the Manufacturing Indaba, Africa Halal Week or MTN’s Global Connect Expo.

CTICC's focus now is on reducing costs, winning more bids and developing alternative revenue streams, through virtual and hybrid event solutions in this changed environment. In compliance with global guidelines, the venue has adopted stringent hygiene, health and safety measures for Covid-19, to the point of earning the right to use the WTTC Safe Travels stamp. One of the good examples of this is the aforesaid client-facing C19Care programme, designed to create awareness, educate and align client expectations with CTICC protocols.

In the meantime, they are working on several international bids being sourced by 2028. “We have won 11 new International bids since April 2020, while we continue to proactively work on ensuring that we secure all our repeat three-year deals. Associations will also be able to host Hybrid events with the CTICC”, says Motlhabane.

On the social role, CTICC was also part of the solution by transforming its exhibition halls into an 862-bed Covid-19 field hospital − the affectionately called “Hospital of Hope” − providing support, security, and up to six meals a day for more than 1,500 patients. The CTICC also established a partnership with NPO Ladles of Love, and furthered its community support and activations through efforts to help their local community partners adapt to the pandemic. Digital and hybrid meetings are also part of the CTICC service package, as stated by Motlhabane: “By recognising that the hybrid format is likely to remain with us going forward, we have harnessed a range of digital experiences, a new app for screening, as well as implemented contact tracing to meet our clients’ needs.”

Finally, technology will play a big part in their future sustainable policies. “The CTICC has always sought ways to protect our environment by reducing our usage of water and energy, as well as minimising waste produced in the centre. Covid-19 is teaching us to collaborate more and find solutions together,” she concludes.