29 Jul Michelle Kleu on How Startup Ecosystems Fit Into the Future of Destination Marketing

Posted at 12:22h in IC in the News, Leadership by

Michelle Kleu on How Startup Ecosystems Fit Into the Future of Destination Marketing 

At this year’s SAACI National Annual Conference (NAC), held at The Vineyard Hotel in Cape Town, Michelle Kleu, CEO of Innovation City, took the stage alongside Irene Costa, Editor of Business Events Africa to unpack how a startup can fit into the future of destination marketing; a timely discussion on brand strategies for promoting the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry in Southern Africa.

Kleu, a leader in Cape Town’s tech and innovation community landscape, delivered compelling insights into how ecosystems like Innovation City are reimagining destination marketing through community-first strategies and startup integration. What began as a post-pandemic reinvention of a vacant building off Kloof Street has evolved into a high-impact hub, hosting over 480 events in just 3.5 years and becoming a key attraction for global tech players, visiting universities, and international partners.

“Innovation City is essentially an operating system,” Kleu explained. “It allows startups, scale-ups, and corporates to plug in and gain an unfair business advantage.” With initiatives like Business Speed Dating, the Startup of the Year competition, and weekly open-to-public events, the hub has become a catalyst for visibility, funding, and market access; the latter being one of the greatest hurdles facing early-stage founders.

During her talk, Kleu spotlighted Innovation City’s unique model of curating boutique events for global brands like Google, Microsoft, Visa, and WhatsApp. With limited space but unlimited creativity, the team has created a flexible, responsive venue that meets the evolving demands of modern business events.

She also shared a glimpse into upcoming initiatives, including the Digital Divas Summit aimed at spotlighting women in business and an entrepreneur-in-residence track to offer long-term support to founders. 

The session perfectly aligned with SAACI NAC 2025’s theme: Shaping Tomorrow, Together, Today – Transforming Ideas into Impact. Kleu’s contributions illustrated just how powerfully innovation, collaboration, and strategic storytelling can position a destination for global relevance in the MICE economy.

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