Nothing kick-starts a year more than attending the world’s biggest and probably the most important event on the leaders’ calendar - The World Economic Forum 2010. Let me enlighten you… 2000 of the the world’s leaders, (leaders in the all spheres) politics, economics, environmental issues, religion.. come together on one small resort, high in the mountains of Davos. Davos is a ski-resort in Switzerland otherwise enjoyed by royalty and the rich, fills up every year toward the end of Jan, to host the world’s most influential forum. This town, that can barely hold 2000 people, turns on it’s head when the World Economic Forum (WEF) is in town.  It manages to turn shops into banks and hospitals into hotels, and people utilise the opportunity aptly by renting their apartments for ridiculous amounts of money!

Mmm… that paragraph feels like a deja vu… (see blog on Davos in 2009)

2010, being my second year at the World Economic Forum, I sort of got a taste of what it feels like for those who boast 10, 15 years of attending the forum. They are like one big powerful family coming for a annual reunion, but instead of talking about how their children are doing and exchanging recipes, they sit in forums talking about the future of mining, business governance, who is to become the next super power of the world, which countries should sign treaties… and they pretty much determine our (us mere mortals’) lives.

This year was a big one in Davos, not only was the forum celebrating it’s 40th year, but South Africa, as WEF organising country, made sure that the delegates from around the world had the time of their lives, each taking a fond memory of SA with them! South African governement, coperates and marketing councils rallied up to showcase the best of SA! Starting with the branded transport that the delegates used on a daily basis as well as hosting an open bar the entire week at the Belveredere Hotel (Thee Hotel in Davos!) with SA’s best beers, wine, biltong, dried mango and music… and that was but a taste of SA’s hospitality as we lead up to the big gala soireé - the official closing event of the weeks’ talks, every delegate, minus the media were invited.

We pulled out all the stops, changed any doubting minds and left these high flying visitors longing to come to South Africa, for the FIFA World Cup and beyond. I’m tempted to describe the soireé by just saying “You should have been there” - that wouldn’t be fair, so Ill try and describe the chill of pride that I felt when I watched all 2000 delegates: clusters including the likes of princes, presidents and business moguls walk into our party venue all wearing an SA scarf and some even a SA beenie (that they had received as their invite to the event), each being welcomed with a gingerbeer cocktail, recieving a traditional face painting (Moyo style) while all the time being surrounded by the most awesome digital slide show of images showcasing our culture, urban life and quirky proudly South African adverts.  It was beautiful! Then the delegates are warmly welcomed by an energetic Minister Trevor Manual who then naturally broke into our national anthem… it was a world class event!

Within minutes, Freshly Ground had some of the world’s most serious people on the dance floor, working up an apetite for amazing South African dishes that had been in preparation the entire week by the top 6 chefs that we had brought with us, malva pudding and all! We had set the venue so that one could experience SA in many facets, a jazz lounge where we boasted the best in Jazz music, sipping on SA wines, SA snacks and enjoying SA artwork. Then there was the huge concert area where SA cocktails and beverages continued flowing to the sounds of Jimmy Dludlu, KB and Diski Dancers. In the middle of it all was the most amazing Tata Madiba silent exhibition, where one could experience his life and what he meant to his people… South Africans (ministers, soccer stars, business men and women… and myself) came together and showed the world how to party as we hit the dance floor to the sounds of our very own DJ Dino Bravo!

My biggest learning this year would be to seize the moment and show up strong at all times! Everybody in Davos is important, every conversation counts and every branding opportunity is instrumental! I take this learning into 2010 with me and prepare to once again welcome the world in true South African Spirit and style! The FIFA world Cup is just one more opportunity to benchmark ourselves against the best and and if Davos is anything to go by, we are right up there with the best!