INDABA: Africa's biggest tourism pitch to date

Canadians are flocking to Africa and the travel trade industry is helping them get there. More than 1,000 exhibitors from 20 African countries, 2,000 buyers from the globe’s tourism sector and 750 media descended upon INDABA, Africa’s largest travel trade show held in Durban in early May.

Worldwide, according to South African Tourism Minister Derek Hanekom, international arrivals to Africa increased to 56 million tourists last year, and are expected to grow between three and five per cent in 2015. The World Tourism Council ranked South Africa in particular as one of the top three countries in the world in terms of tourism growth. The networking power of INDABA has been an integral part of this success.

But what began as a South African platform is now a pan-African trade show and North American buyers and agents are using INDABA as a one-stop-shop for doing business with operators throughout the continent. From the Seychelles and Mauritius to Angola and Zambia, a wide array of countries participated and exhibited what they had to offer in the areas of arts and culture, adventure, nature, wildlife, wine, cuisine and five-star excursions.

Canada’s interest in Africa surges

For Canadians, Africa is fast establishing itself as one of the most promising regions for tourism. Growth in Canada’s trade interest in South Africa alone has increased by a whopping 73 per cent in only one year. Buyers and agents at the conference enjoyed face-to-face connections with the who’s who of tourism in South Africa and surrounding countries: The Blue Train, Saxon Hotel, The Protea Hotel Group, MalaMala Game Reserve, Hilton Worldwide, Legacy Lodges and resorts, and the Thornybush Collection were just some of the exhibitors at INDABA.

“This is the biggest team of African trade exhibitors in the world who come to Durban each year to do business,” says South African Tourism CEO Thulani Nzima. “INDABA is a showcase that uniquely offers buyers the best of the continent, all under one roof, so it’s an unmissable opportunity for the global tourism buyer market.”

New ways of doing business

From accommodation, tour operators, online travel agents, transport and media, INDABA offers a wide selection of opportunities for new business relationships. This year, new countries participating gave presentations, exhibition speed marketing was introduced with one-on-one meetings and a new “Tech Talk” exhibit, designed to connect buyers and operators digitally, proved popular for conference-goers.

Hot right now

INDABA’s host South Africa revealed through its Tourism CEO where Canadians are heading. Capetown remains the most popular destination, while the Western Cape and Gauteng provinces are enjoying a large boost thanks to the Marriott acquisition of the Protea Hotel Group in early 2014. South Africa also remains unrivalled in the wildlife and safari sector, as game reserves in Kruger National Park continue to be key players in the leisure market.

South Africa Airways were also a large presence at INDABA marketing to North Americans, with news of competitive new summer sizzler packages out of New York and Washington, an emphasis on their relationship with Air Canada and the Star Alliance group for mileage, and new routes allowing Canadians to fly all the way onto the landing strip of game lodges on a single ticket.