Empowering Africa’s Energy Sector: An Exclusive Interview with Ade Yusuf, Exhibition Director at Informa Markets

By Ange de la Victoire DUSABEMUNGU

In a groundbreaking partnership with the Government of Rwanda, Informa Markets recently organized the Africa Energy Expo and Leadership Summit, a pivotal event aimed at driving innovation and growth in the continent’s energy sector. Following the success of the summit, we had the opportunity to sit down with Ade Yusuf, Exhibition Director at Informa Markets, to gain insights into Informa Markets background, the highlights of the event, and the potential impact on Africa’s energy industry. Join us as we delve into Informa Markets’ expertise and experience in organizing impactful events that shape the future of the energy landscape in Africa.

Can you please introduce yourself and tell us a little bit about your background and experience in the industry?

My name is Ade Yusuf and I am the Exhibition Director for Energy. I work at Informa Markets, and our company is recognized as the number one investment company in the world. We are dedicated to organizing such events for Africa because we have identified a significant gap in the market. Africans need a platform like this to engage in discussions and collaborations within the power sector.

Can you tell us about the highlights of the Africa Energy Leadership Summit and the Expo in Rwanda?

The feedback we have received from our participants of this expo is that they are grateful to finally have a space where they can openly engage and be authentic in discussing their realities. As mentioned in my speech yesterday, it is time for us to realize that the solutions to African problems lie within our own communities. No longer should Africans feel the need to travel to Europe or the West to address issues that affect us directly. The days of spending exorbitant amounts on visas, hotels, and flights just to participate in discussions about African issues are over. It is time for us to come together locally and utilize our own resources to create sustainable solutions for our continent.

There are many individuals I know applied for visas to attend an event in Barcelona in 2024, only to be denied. It is disheartening to see Africans being exploited under the guise of opportunities. The resources and funds that were invested in these visa applications seem to have disappeared without any tangible results. It is evident that Africans do not need validation from the West to address their own challenges; the solutions are within our reach. What is lacking is a platform for meaningful collaboration and dialogue among Africans. It is time for us to come together and break free from working in isolation. Let’s start having real conversations and working towards tangible solutions for our continent.

At the Africa Energy Expo, we are bringing together Africans from all over the continent and beyond to come together in a welcoming and open-minded environment. This event allows participants to engage with one another, share best practices, and learn from each other without working in isolation. By choosing Rwanda as the host country, we are ensuring that all Africans can easily attend without the hassle of applying for visas. This inclusive approach sets us apart from other energy events that are typically held in South Africa or Europe, where many Africans face barriers to entry. The feedback we have received from attendees highlights Rwanda’s beauty and welcoming atmosphere, making it the perfect location for this important gathering.

It is not only the beauty of Rwanda, but also a space where Africans can come together, feel welcomed, and engage with each other. It is important for conversations about power in Africa to be led by Africans, for Africans. With 1.4 billion people in Africa, it is essential that all levels of society are involved in discussions about access to reliable and affordable power. This includes regulators, ministries, utilities, consumers, and everyone in the value chain. By bridging this gap and involving all stakeholders, we can work towards a more sustainable energy future for Africa. That is the essence of the African Energy Expo – bringing people together to address the challenges and opportunities in the energy sector on the continent.

What impact do you think this event will have on energy sector in Africa?

Good question. We want to emphasize that our event is not intended to be just another talk show. The reason we launched this event is because industry players have expressed to us the need for an event that truly addresses the needs of Africans. Many events in the past have focused on exploiting Africa and its people, without actually addressing the key issues that affect the continent. We understand that Africans face challenges, but our goal is not to solely focus on these challenges. Instead, we aim to create a platform that showcases the strengths and opportunities within the African community.

The purpose of this event is to hold ourselves accountable. In fact, during a recent conversation with stakeholders, they noted that this is the first event where they have seen such intimacy and engagement from ministers. We had the Prime Minister of Malawi, Honorable Emmanuel Matola, and the Minister of State in the Ministry Infrastructure from Rwanda all actively participating and engaging with attendees throughout the entire day. We want to ensure that all speakers at this event are held accountable for the feedback they have received this year, and we plan to continue this dialogue next year.

We will be asking what progress have you made since last year? Where are you now? Did you simply wrap up the events, ignore any issues, and wait until next year? It’s time to revisit those discussions, communicate openly, and have individuals share their accomplishments over the past year. We are committed to holding everyone accountable and ensuring this isn’t just another superficial conversation.

Looking at this event, where do you gain the experience needed to organize events and make them run smoothly when you observe how things are arranged?

 Oh, well, thank you for asking that question. I think it’s experience working for Informa markets. Again, Informa markets prides itself to be the leading event organizers in the world. And the fact that we don’t make it about us is one of the things that separates us from a lot of people. Because really, it’s not about us. It’s about the impact that we leave in the communities where we do our work. We have an amazing team that are as passionate as I am. They understand the goal. They understand the assignment. And we try as much as possible to have a shared goal and shared vision as to what we want the outcome of the event to be.

Success for us is not about us. It’s about the feedback that we get from our clients in terms of delivery, in terms of them meeting their return on objective. What have they achieved at this event? Some of the questions that we ask them coming to this show is what they want to achieve, who they want to meet with. And this helps us to drive the right kind of audience. And also, the relationship that we’ve built with the local stakeholders, the Ministry of Infrastructure, it’s been amazing. MININFRA has been so supportive, ensuring that they even reached out to all their African counterparts to be a part of this event.

The Rwanda Convention Bureau has also been amazing in ensuring that everybody that has come to this show has had a seamless experience in being in Rwanda and joined the true African hospitality.

The love of Africa, we are one. We need to realize that. There is nobody bigger than anybody else. We are faced with the same challenge. There’s lack of electricity in almost all parts of Africa. There is no one country that is better than any other one. Energy poverty is common in all across Africa. So the solution for this is gotta be universal all across Africa. We need to engage, we need to collaborate. Open borders, again, I cannot emphasize enough the importance of why we have chosen this venue or why we have selected this country as our destination. The fact that there are no restrictions on visas for Africans makes this place unique and ideal for hosting our event. It is ironic that those who imposed borders on us do not have the same restrictions within their own territories. In Europe, for example, individuals can freely move and travel around the continent, while in Africa, we are limited in our ability to travel across the continent.

 How can we effectively address our energy needs when we struggle to even engage in trade within our own continent? It is clear that these issues are interconnected. Firstly, Africa must prioritize transparency and unity amongst its nations. We must recognize that we are all part of the same community and support each other in fostering trade relationships. This is crucial for gaining credibility and respect on the global stage. In my opinion, Africa must come together and collaborate in order to succeed.