Did you know that the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry is worth over $1 trillion and plays a crucial role in economic development worldwide? Behind the scenes of some of the most impactful events in South Africa is Adele Hartdegen, a leader who is redefining innovation in the industry.
As the CEO of Dogan Exhibitions and the Johannesburg Expo Centre, Adele has built a remarkable career at the intersection of strategic management and creativity. With over 16 years of experience in senior managerial roles spanning the Telecommunication and Electronic Warfare industries, she has developed a diverse skill set that has propelled her success in the MICE sector.
Driven by a passion for creativity and strategic problem-solving, Adele transitioned into the MICE industry, where she has continued to thrive as a leader. “My ability to navigate complex organisational dynamics while fostering growth and innovation positions me as a versatile leader adept at driving results across varied industries,” she explains.
Milestone Events and Industry Impact
Throughout her career, Adele has led the execution of numerous high-profile events, including the 2023 AGOA Trade Forum Renewal Conference and the 2025 G20 Foreign Ministers Meeting. On behalf of prestigious entities such as the DTIC and DIRCO, these experiences have broadened her understanding of key economic drivers and reinforced her commitment to making meaningful contributions to South Africa’s development through the MICE industry. “These experiences provided invaluable exposure to critical facets of our economy that were previously unfamiliar to me,” she shares.
Essential Skills for Success in MICE
Adele believes that the MICE industry demands resilience, creativity, and a commitment to continuous learning. “Thriving in this sector requires a passion for continuous learning and the creativity to incorporate emerging trends into event concepts, ensuring both innovation and profitability,” she says. Beyond sales and marketing, success in this fast-paced sector requires strong operational and financial acumen. By staying ahead of emerging trends and integrating innovative concepts into event planning, professionals in the industry can deliver impactful and commercially successful events.
Empowering Communities and Developing Talent
Through her leadership of initiatives such as the Rand Show, Adele has actively supported Small, Medium, and Micro Enterprises (SMMEs) by providing them with opportunities to enter the MICE industry. These platforms have enabled small businesses to network, gain exposure, and grow alongside Dogan Exhibitions and the Johannesburg Expo Centre. “By offering these businesses valuable exposure and networking opportunities, I have witnessed their exponential growth as they collaborate with our brand,” she reflects.
Within her organisation, Adele prioritises talent development by fostering a culture of internal promotion. “One of my most rewarding achievements has been supporting team members who started in entry-level roles, such as ground worker positions in 2020, and empowering them to advance to leadership roles, including portfolio managers,” she says. By equipping team members with the necessary knowledge and confidence, she has cultivated a workforce that is both skilled and empowered to drive the organisation forward.
Overcoming Challenges as a Young Leader
One of the most significant challenges Adele has faced is establishing credibility as a leader in an industry where many of her peers and team members have decades of experience. “Many of my peers and team members are 10 to 20 years older than I am, and navigating cultural perspectives has required me to demonstrate exceptional competence, professionalism, and dedication,” she shares. By consistently delivering results and demonstrating competence, she has built trust and positioned herself as a respected leader who inspires confidence across all levels of the organisation.
Looking to the Future
With the MICE industry fully recovering from the impact of the COVID-19 pandemic, Adele is focused on re-establishing Dogan Exhibitions and the Johannesburg Expo Centre as market leaders in South Africa and across the continent. “I’m excited about implementing new strategies to increase the attractiveness of JEC as a destination and increasing the contribution of the entities to support economic development and job creation in our immediate community,” she says.
A Transformative Learning Experience at The DaVinci Institute
As a current student in the Postgraduate Diploma in Business Leadership programme at The DaVinci Institute, Adele has found immense value in the Mode 2 learning model. “The Da Vinci Institute’s Mode 2 learning model has significantly enhanced my ability to view my organisations through fresh perspectives and explore innovative approaches to addressing existing challenges,” she explains. The programme has provided her with fresh perspectives on leadership and organisational strategy, allowing her to critically assess her businesses and implement transformative solutions. Engaging in research projects has further enhanced her ability to identify areas for improvement and drive meaningful change within her organisations.
Adele Hartdegen’s journey is a testament to the power of strategic thinking, resilience, and continuous learning. As she continues to lead innovation in the MICE industry, her impact extends beyond business success—she is shaping the future of events, communities, and emerging leaders in the field.