Why Africa A&D 2018?

As a marketplace for aerospace and defense suppliers, Africa presents a compelling cross-section of the industry’s top military and commercial growth sectors, with long-term forecasts befitting the world’s second largest continent.


Military spending across Africa grew more than 65% between 2000 and 2015; in 2013 by more than 8%*. Fueled by strong energy markets through 2014, Africa’s oil producing nations budgeted billions to modernize defense forces to combat a wide range of security threats such as cross-border incursions, internal uprisings, terrorism and piracy. Regardless of fluctuations in the energy economy, developing nations are now under extra pressure to maintain readiness.

Development has also spawned a wave of investment in new commercial aircraft and infrastructure to accommodate growing demand for air travel and transport. Boeing’s Current Market Outlook forecasts the total African fleet size more than doubling from 720 aircraft today to 1,600 by 2036 — an estimated market valued at $180 billion in equipment alone. Factor in new airport construction, MRO, training and ancillary spending to fully appreciate the scope and scale of the civil sector here.

Exhibit at Africa Aerospace & Defence 2018 to initiate or strengthen relationships that will pay back for years to come. Entering its 10th anniversary edition, the biennial AAD delivers consistent returns on your investment by attracting buyers, opinion-leaders and influencers from across the developing continent. The 2016 edition featured more than 530 exhibitors — including 13 national pavilions — and nearly 34,000 trade visitors including official delegations, industry executives, military leaders and rank-and-file engineering professionals. *Stockholm International Peace Research Institute (SIPRI).

Visit the Official Show Site

Why Exhibit in the USA Partnership Pavilion?

Gain direct access to delegations and decision-makers from South Africa and other nations visiting AAD through the USA Partnership Pavilion.


The USA Partnership Pavilion at Africa Aerospace & Defence 2018 builds on America's equity in South Africa and Kallman Worldwide's history with the show to help you meet more buyers, decision-makers and influencers here. We've been the official U.S. representative and organizer of America's presence here since the show's second edition in 2010, and that experience translates into more value for you on the African continent. In addition to our suite of end-to-end exhibitor services, the upcoming edition of the Pavilion will feature an innovative turnkey stand design, a robust delegation program and signature USA Partnership Pavilion events to promote networking among American suppliers, African buyers and civilian and military leaders.

The Pavilion and its events are organized in close coordination with the U.S. Department of Commerce, U.S. Department of Defense, Defense Security Cooperation Agency and their entities on the ground in South Africa. These resources’ long-standing relationships with top African government and trade officials provide USA Partnership Pavilion participants the inside track to the aerospace and defense business in the region.

At the 2016 edition of AAD, in addition to visits by distinguished visitors from U.S. government/military, the USA Partnership Pavilion was a primary destination for Ministers of Defense, Chiefs of Armed Force branches, government dignitaries and aerospace industry buyers from South Africa, Nigeria, Angola, Botswana, Kenya, Mozambique, Cameroon and Tanzania to name a few – and similar attention is expected for the 2018 show!

Carolyn Carniaux
Project Manager

Meet top buyers and influencers from across Africa!

AAD, the largest gathering of industry players on the African continent acts as a stimulus to Africa’s economy and serves emerging African markets — in both the civil aviation and defense sectors.

AAD will focus on:

Civil Aviation and MRO

  • AAD will host buyers in the civil aviation industry looking for products and services to supply the growing need for industry modernization.
  • The country’s MRO market is expected to grow and continue to service the continent MRO needs.

Military Aviation

  • The Ministry of Defense will have a strong presence at the show and is a main supporter of AAD 2018.With South Africa's strong focus on U.S. military products, the U.S. DSCA/DoD will be involved in the FMS process with the MOD, and will be a large presence in the USA Partnership Pavilion supporting U.S. exhibitors during the show.

Defense Systems

  • AAD offers a unique opportunity to meet with multiple African countries all under one roof. Serving as the only international aerospace and defense show on the continent, AAD 2018 will see delegates from over 100 countries and all forms of military.

The 2016 edition of AAD reported strong attendance and industry participation:

  • 532 exhibitors from 34 countries
  • 34,000 trade visitors from 105 countries
  • 57,000 public visitors
  • 75 official delegations from 39 countries
  • 13 national pavilions

The USA Partnership Pavilion is your export advantage at AAD. Because it presents the highest concentration of U.S. equipment and services at the show, it's a magnet for buyers looking for American quality, innovation and partnership.

In addition to our complete suite of pre-show, on-site and post-show services, capitalize on the extra attention, activities and access we're planning to generate for American suppliers:

  • Anticipated industry briefings by Office of Defence Cooperation, Department of Commerce and other government officials, as well as representatives of local/regional utilities.
  • Participation of U.S. Commercial Service representatives from countries in and around the South African and MENA region.
  • DSCA (DoD) works closely with the USA Partnership Pavilion to ensure maximum exposure to buyers at the show.
  • The Pavilion location is the ideal spot for any company looking to network with local corporations
Carolyn Carniaux
Project Manager

Break through barriers with strong partnerships.

AAD 2018 will attract high-ranking commercial, military and government delegations from South Africa and other nations on the continent and region. The USA Partnership Pavilion provides the essential business platform and unique opportunity for American exhibitors to meet with industry experts, peers, potential customers and suppliers.

Our public sector partners represent the national interests of the United States, their counterparts in South Korea, and are the points of contact for trade and development influencers in the Asia-Pacific region.

United States Department of Commerce
The mission of the Department is to create the conditions for economic growth and opportunity.

U.S. Commercial Service
The U.S. Commercial Service is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration. U.S. Commercial Service trade professionals in over 100 U.S. cities and in more than 75 countries help U.S. companies get started in exporting or increase sales to new global markets.

United States Embassy, South Africa
The United States’ strong trade and business partnerships with South Africa are hallmarks for the continent. In 2014, the United States was the third largest trading partner for South Africa, after Germany and China. Also in 2014, South African exports to the U.S. totaled $2.6 billion. The United States is the largest portfolio investor ($70.1 billion in 2012) and the third largest source of foreign direct investment ($12.14 billion in 2012) in South Africa.

National Defense Industry Association (NDIA)
The National Defense Industrial Association is the trusted leader in defense and national security associations. NDIA engages thoughtful and innovative leaders to promote the best policies, practices, products and technology for warfighters and others who ensure the safety and security of our nation.



These local/regional advocates for America's industry interests support the Pavilion and the collective U.S. presence at AAD.

Corporate Council on Africa
Corporate Council on Africa (CCA) is the leading U.S. business association focused solely on connecting business interests in Africa. Established in 1993 to promote business and investment between the United States and the nations of Africa, CCA serves as a neutral, trusted intermediary connecting its member firms with the essential government and business leaders they need to do business and succeed in Africa. CCA uniquely represents a broad cross section of member companies from small and medium size businesses to multinationals as well as U.S. and African firms.

Aerospace, Maritime and Defence Industries Association of South Africa (AMD)
AMD is acknowledged as the only trade association of South Africa's defence industry (SADI) and is mandated by its members to promote and champion the collective interests of the industry. It comprises a cluster of leading companies in the South African private and public sector that supply defence materiel, products and services. AMD assists and provides guidance in harnessing the collective effort of the SADI, as these companies play a key role in the acquisition supply chain.

The African Business Aviation Association (AfBAA)
AfBAA is a not-for-profit corporation that aims to promote the understanding and benefits that business aviation provides for Africa's economic development and prosperity through its unwavering commitment to the organization's guiding principles, thus offering assistance and support to enterprises, entrepreneurs, business leaders, governments and their respective civil aviation authorities.

Aerospace Industries Association
The Aerospace Industries Association (AIA) is the most authoritative and influential trade association representing the U.S. aerospace and defense industry on Capitol Hill, within the administration and internationally. Today, more than 325 major aerospace and defense companies and their suppliers are members of the association, embodying every high-technology manufacturing segment of the U.S. aerospace and defense industry including commercial aviation and avionics, manned and unmanned defense systems, and space technologies and satellite communications.


Trade and industry news reports influence the decisions attendees make about where to spend their valuable time during the show. Industry media reports are also critical sources for professionals who can’t attend.

Our long-standing editorial and marketing relationships with leading aerospace and defense industry media companies bring extra attention and insight to the USA Partnership Pavilion at Africa Aerospace & Defence. Look for real-time Headline News from our industry media partners on our website and at our on-site Newsstand during the event, where you can also pick up copies of their latest publications.

In addition to industry-wide PR and media relations efforts, Kallman will work directly with these international media leaders to provide news, information and insight to the USA Partnership Pavilion during AAD:

Aviation Week Network
A multi-channel service provider, decision engine and marketplace, with deep databases and integrated workflow tools that support action, the Aviation Week Network brings you the power to prevail in a challenging and fast-paced industry.

Defense News
Founded in 1986, Defense News is the authoritative, independent, professional news source for the world's defense decision-makers. In print and online, we provide the global defense community with the latest news and analysis on programs, policy, business and technology. Our bureaus and reporters around the world set the standard for accuracy, credibility and timeliness in defense reporting.

Helping businesses drive growth, assess risk and improve efficiency today and in the future, we help you discover everything you need to know about the global fleet of aircraft and world schedules, as well as insight on current and future market dynamics and drivers. We are experts in providing you with the complete view of the aviation industry.

Shephard Media
Shephard Media’s mission is to be the aerospace, defence and security industry's first choice for business data, analysis and news. We believe that obtaining the information you need should be easy and affordable. Our content is instantly accessible, encourages debate and helps you with your key decisions. Shephard Media delivers the best journalistic experience and innovative coverage.

Social media will play an important role in promoting the Pavilion and the greater U.S. presence at AAD, too. Join the conversation @kallmanEWC #USPavilion

Organizers are the gatekeepers to every aspect of the show. Our partnership with the AAD. organizer, Africa Aerospace & Defence Expo, translates into faster service — and fewer problems for you.

The AAD Expo is managed through a partnership between:

The Department of Defence and Military Veterans (DOD)

The Armaments Corporation of South Africa SOC Ltd (Armscor)

The South African Aerospace Maritime and Defence Industries Association (AMD)

The Commercial Aviation Association of Southern Africa (CAASA)


Carolyn Carniaux
Project Manager

Attract more attention.

As an exhibitor in the USA Partnership Pavilion at Africa Aerospace & Defence, you start the show with an advantage you can build on. From the design of your stand to the presentation of your brand, Kallman Worldwide’s portfolio of booth, promotion and PR options will elevate your initiatives to new heights.

Turnkey Design
Bring your products, promotions and people and move right in. Our templated designs and materials give your booth the uniform “look-and-feel” of the Pavilion while allowing you the flexibility to customize and scale your layout.

Standard: Bring your products, promotions and people and move right in. Your ready-made stand includes:

  • Hard Wall Panels
  • Lockable Reception
  • Wastebasket
  • Table with Chairs
  • Daily Cleaning
  • Spotlights 
  • Carpet
  • Literature Rack

Ask about upgraded features to create a more branded, polished presentation.

Space Only
Get in on the ground floor with this raw space option, and design your dream stand (minimum sqm required, includes all USA Partnership Pavilion services and amenities).

Custom Build with Kallman Creative Services
Turn that raw floor space into a showplace! Work with Kallman Creative Services to design and build a standout exhibit from the ground up. Whether your emphasis is on high-end hosting and hospitality or high-volume lead-generation, challenge our team to create the perfect scheme.

Executive Club Membership
Walk the show with full access to all Pavilion amenities.

The centerpiece of our program is the Guide to USA Partnership Pavilion Exhibitors. It's essential reading for international buyers looking for U.S. suppliers, and Kallman distributes hundreds-to-thousands of copies on site at the show. For AAD, we'll also post an interactive online directory at kallman.com for worldwide reference. Every exhibitor in the USA Partnership Pavilion receives a free listing in the Guide and a cross-reference in their product or service categories.

Paid upgrades include:

  • Enhanced listings (boldface or color text)
  • Logo placements
  • Space advertising

Associate your brand with exclusive, high profile USA Partnership Pavilion features that engage more attendees and VIPs.

Opening Ceremony and Welcome Reception 
Share the spotlight and meet with distinguished visitors (DVs) and VIPs when the Pavilion opens on Day 1.

USA-Africa Networking Event
Private and public sector leaders will gather for hors d’oeuvres and cocktails. Attendees include distinguished guests from U.S. & African industry, government and armed forces.

Meeting Point Exhibitors Lounge
This crossroads of the Pavilion is a favorite hang-out for a wide cross-section of VIPs and DVs, officials, buyers, decision-makers, influencers and friends. Select from our menu of proven options, or ask how we can invent a unique feature just for you.

Conference Rooms
Pavilion Conference Rooms are reserved on a first-come, first-served basis by exhibitors who need a private space for team or client/prospect meetings. Place your logo and promotional message inside one or more Pavilion Conference Rooms to be included in every conversation.

Carpet Stars
Make every step a statement with big, branded, ground-level graphics featuring your logo and message at key intersections throughout the Pavilion.

Add your logo exclusively to the official Pavilion lanyards.

The Newsstand
The Newsstand is the on-site information center located at the front of the Meeting Point Exhibitors Lounge, the highest traffic area in the USA Partnership Pavilion. The Newsstand features a live, scrolling display of real-time show and market headlines on a centerpiece flat-screen monitor flanked by take-away publications from the industry’s top publishers. Sponsor the Newsstand and share the spotlight with the show’s best sources.

If you’re planning to promote news at the show (a product or service launch, a thought-leadership initiative or insight, upgrades, patents — even new personnel), tell us about it and we’ll get the word out to our network of show dailies, registered show media and international contacts who cover your industry around the world. 

"Ask America" Advocacy Campaign
The United States is committed to its international trade partnerships, we bring the best technology and innovation to the table, and we have the most-skilled, professional workforce to do the job. That’s the message of “Ask America” Kallman’s exclusive, integrated advocacy campaign to heighten awareness of U.S. exhibitors among industry buyers and influencers — those who are planning to attend, as well as those who are interested but can’t go to the show.

Every USA Partnership Pavilion exhibitor is invited to submit show news to be included in the “Ask America” Pavilion Preview press release — at no cost.

Campaign features include, but are not limited to:

  • Before, during and post-show efforts to place news stories about the Pavilion in trade media, registered show media and show dailies
  • Before, during and post-show social media #AskAmerica (see below)
  • Remarks and signage at the USA Partnership Pavilion Opening Ceremony and Ribbon Cutting
  • Supported by “Ask America” brand advertising in media partner networks and on-site publications

Social Media
Kallman Worldwide is committed to your success online, as well as on site, with social media support that extends your AAD outreach and impact. Social media can help you generate buzz, increase brand exposure, and strengthen relationships with buyers, opinion-leaders and influencers. Whether you’re active on social media or just looking to dip your toe in the water, we offer simple, low-risk support to USA Partnership Pavilion exhibitors. Follow us/like us on Twitter, Facebook, LinkedIn, Instagram and Flickr and let’s grow the conversation together!

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Meet Your Team

Carolyn Carniaux Project Manager

Carolyn Carniaux

Project Manager


I have the pleasure to work with a team of dedicated experts who represent both internal and external stakeholders. It is my job to ensure that the ball is moving forward to the collective goal of an overall successful show for U.S. International Pavilion exhibitors. In planning, we usually hit both bumps and smooth patches along the way – much like the actual roads we travel in the diverse and exciting destinations we work in across the globe!

Sharon Slender, Senior Operations Specialist

Sharon Slender

Senior Operations Specialist


In the trade show industry for over 34 years and still love giving exhibitors the “wow” factor to help them accomplish their marketing message with their booth design.

Peter Kelley Sales Associate

Peter Kelley

Sales Associate


Jonathan DeBarge Account Manager

Jonathan DeBarge

Account Manager


Samantha Eichmann

Project Coordinator



As Kallman Worldwide's newest Project Coordinator, I've been enjoying learning the "ins" and "outs" of the trade show business over the past few months. When I'm not at my desk caffeinating and singing to country music, you can find me outside on a run, or in the kitchen baking something sweet!