AAXO - Association of African Exhibition Organisers

What AAXO - Association of African Exhibition Organisers does

AAXO (Association of African Exhibition Organisers) is a South Africa-headquartered non-profit trade association that serves as the unified industry body for Africa's exhibition sector. Founded in 2015 and based in Johannesburg, the organisation represents exhibition organisers, venues and convention centres, exhibition suppliers (stand builders, AV, catering, logistics, marketing), and young professionals across the continent. Its core offerings include tiered membership packages, a member directory covering 35+ supplier categories, the ROAR industry awards program, AAXO Approved certification, Certified Exhibition Management (CEM) training, an expo calendar, a career centre, and a regular newsletter. The association does not operate proprietary technology; its value is delivered through community, networking, advocacy, and standards-setting.

Revenue is generated primarily through annual recurring membership fees across multiple member tiers, with pricing not publicly disclosed. AAXO maintains strategic partnerships with global exhibition industry bodies including UFI, IAEE, AEO, IELA, EXSA, and SAACI, positioning itself as "the trusted voice of Africa's Exhibition Industry." The organisation is small in scale (1–10 employees), operates without disclosed funding rounds or external investment, and distributes its content through a website, multi-platform social media presence, email newsletter, and industry events such as the ROAR Awards ceremony.

Name

AAXO - Association of African Exhibition Organisers

Legal name

The Association of African Exhibition Organisers

Website

https://aaxo.co.za

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

AAXO is a Johannesburg-headquartered non-profit trade association that serves as the unified industry body for African exhibition organisers, venues, suppliers, and young professionals, providing membership services, training, awards, certification, and advocacy across the continent.

Ownership category

akta.pro rank

Product category

Exhibition Industry Trade Association Services

NAICS

Professional Organizations (81392), Business Associations (813910), Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Exhibition & Trade Show Management (Conference-Adjacent) (THAHACAF)

akta.pro secondary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

Keywords

• Trade association services
• Exhibition industry networking
• Exhibition professional training
• Industry standards advocacy
• Event organizer membership

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Fees: AAXO generates revenue through annual membership fees from organisers, venues, suppliers, and associate members across Africa. The association offers tailored membership packages with different tiers for local, international, and young professional members.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

AAXO is a membership-based trade association serving Africa's exhibition industry. It provides tailored membership packages for organisers, venues, suppliers, and young professionals; a searchable members directory covering 35+ supplier categories; the annual ROAR awards program; Certified Exhibition Management (CEM) professional training; an expo calendar; a career centre; and a regular industry newsletter to connect and advocate for the continental exhibition ecosystem.

Product overview

AAXO is a membership-based trade association serving the African exhibition industry. The organization provides a unified platform of membership services including tailored membership packages with industry resources, a comprehensive members directory covering 35+ supplier categories (organisers, venues, stand builders, AV, catering, marketing, etc.), the ROAR awards program, CEM professional training, an expo calendar, and industry news through newsletters. The association acts as a network hub linking exhibition organisers to suppliers and opportunities to ensure growth and inclusivity across the African continent.

Differentiator

Problem solved

Functional benefit

Brands

• ROAR Awards: Industry awards recognizing excellence in the African exhibition and events industry.
• AAXO Approved

Products and services

• Membership Packages

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• UFI - The Global Association of the Exhibition IndustrycoreStrategic or Co-development PartnerGlobal exhibition industry association providing international standards, networking, and best practices for African exhibition industry development.
• IAEE - International Association of Exhibitions and EventscoreStrategic or Co-development PartnerInternational association supporting the exhibition and events industry with education, standards, and global networking opportunities.
• AEO - Association of Exhibition Organisers (UK)coreStrategic or Co-development PartnerUK-based association of exhibition organisers providing best practices and industry standards.
• AEFI - FieraminorStrategic or Co-development PartnerItalian exhibition industry association facilitating international exhibition standards and cross-border collaboration.
• SAACI - South African Association for the Conference IndustrycoreStrategic or Co-development PartnerNational association for conference industry professionals in South Africa, supporting business events and meetings sector.
• SA Events CouncilcoreStrategic or Co-development PartnerSouth African events industry body providing standards and advocacy for event professionals.
• SACIA - South African Communications AssociationminorStrategic or Co-development PartnerCommunications industry association supporting professional standards in corporate communications.
• IELA - International Exhibition Logistics AssociationcoreStrategic or Co-development PartnerInternational association for exhibition logistics providing standards and support for freight forwarding and exhibition transportation.
• EXSA - Exhibition Association of South AfricacoreStrategic or Co-development PartnerSouth African exhibition industry association supporting members with industry standards and networking.
• EGF - European Garden AssociationminorOthersEuropean association related to exhibition and event industry standards.
• AFSA - African Exhibition Services AssociationcoreStrategic or Co-development PartnerAfrican exhibition services association supporting continental industry development.
• TAITRA - Taiwan External Trade Development CouncilminorChannel Partner/ Reseller/ DistributorTaiwan's trade development council facilitating international business connections and exhibition participation.
• South African TourismcoreStrategic or Co-development PartnerNational tourism marketing organisation promoting South Africa as a business events destination, collaborating with AAXO on industry events.
• TBCSA - Tourism Business Council of South AfricacoreStrategic or Co-development PartnerTourism business council supporting South African tourism and business events industry advocacy.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• AFSA - African Exhibition Services Association: Continental African association focused on exhibition services and supplier standards. AAXO lists AFSA as a core partner, indicating highly comparable continental mandate for the exhibition ecosystem.
• AEO - Association of Exhibition Organisers (UK): UK trade body representing exhibition organisers and suppliers, providing best-practice sharing, awards, and industry data. AAXO has a formal alliance with AEO and operates a directly comparable membership and standards model.
• UFI - The Global Association of the Exhibition Industry: Global apex body for the exhibition industry, providing international standards, training, and advocacy. AAXO explicitly partners with UFI and serves as its African counterpart for exhibition organisers.
• IAEE - International Association of Exhibitions and Events: US-headquartered international association for exhibitions and events, offering education (including CEM training) and industry standards. AAXO lists IAEE as a core strategic partner and replicates the CEM program.
• IELA - International Exhibition Logistics Association: International association for exhibition logistics, freight, and on-site services. AAXO partners with IELA, and both serve adjacent supplier segments of the global exhibition ecosystem.
• SAACI - South African Association for the Conference Industry: National association for the South African conference industry, focusing on meetings and business events. AAXO partners with SAACI, and both serve adjacent MICE stakeholder communities with overlapping member bases.
• AEFI - Associazione Esposizioni e Fiere Italiane: Italian trade association of exhibition industry companies. AAXO has a strategic partnership with AEFI, and both function as national/regional exhibition industry bodies with similar advocacy and standards roles.
• EXSA - Exhibition Association of South Africa: South African national association for the exhibition industry, covering organisers, venues, and suppliers. AAXO and EXSA operate overlapping mandates in South Africa, making EXSA the closest geographic peer.
• SISO - Society of Independent Show Organizers: US-based association for independent exhibition organisers, providing networking, education, and industry advocacy. Highly comparable membership association model for exhibition organisers globally.

Regional players

• EEAA - Exhibition & Event Association of Australasia: Regional association representing the exhibition and events industry across Australasia. Operates a similar membership, awards, and advocacy model to AAXO but in a different geography.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/aaxo_sa?lang=en
• YouTubeyoutube.com/channel/UCpKb0QMv5Wp_-LFLz_XY-OA
• Facebookfacebook.com/aaxosa
• LinkedInlinkedin.com/company/aaxo
• Instagraminstagram.com/aaxosa/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AAXO - Association of African Exhibition Organisers