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In this personal and thought-provoking outlook, IAAPA Global Chair Massimiliano Freddi reflects on a year of trends, shifts, and standout moments in the attractions industry. From the emotional pulse of guest experiences to the evolving landscape of the experience economy, he offers sharp insights into what moved the industry and why it matters. This session invites you to take a step back, connect the dots, and draw inspiration from the patterns that shaped the past year.

Africa is the youngest continent in the world — and that’s not just a demographic fact, it’s a market reality. With over 60% of the population under the age of 25, the youth are not just future consumers; they are the current drivers of innovation, trends, and spending across sectors.From mobile-first habits to social media influence, from brand consciousness to purpose-driven purchasing, the African youth market demands new ways of thinking about customer engagement. We'll unpack the values, aspirations, and spending patterns of this diverse group and discuss how businesses can authentically connect with and create value for this fast-growing segment.Whether you’re a local startup or a global brand, understanding the youth is no longer optional — it’s essential. Because in Africa, the youth isn’t just part of the market — they are the market.