This year’s theme for Africa’s Travel Indaba (ATI) 2023, ‘Unlimited Africa’, speaks directly to the African tourism industry’s potential, which knows no bounds.

So said South African Tourism Acting CEO, Nomasonto Ndlovu, at the official opening ceremony for ATI 2023 – held at the Inkosi Albert Luthuli International Convention Centre in Durban from May 9 to 11.

The energy and excitement at this year’s Indaba was palpable and, doing an impromptu dance up to the stage (to loud applause) Minister of Tourism, Patricia de Lille, set the stage for the three-day premier African travel trade event, noting that Indaba coincided with the May celebrations of Africa Month.

“Today we are here to honour the African people’s incredible ingenuity, fortitude, and magnificence. We do so with humility as we also welcome delegates from across the world. We are part of a common humanity bound by a desire for shared prosperity. 

“As Africans, together we will craft a narrative that tells our story in our own words, sharing with the world the unique contributions we bring to the global tourism community. I look forward to coming together with as many of you as possible, learning from each other, challenging stereotypes, and promoting a more tolerant and inclusive society,” De Lille said. 

She noted that much had changed for the industry during the COVID-19 pandemic, which drove the repositioning of ATI 2023. “This positioning speaks to the essence of Africa’s Travel Indaba, bringing the world to Africa to positively influence the continent’s economic and cultural trajectories.

“One of Africa’s best exports, Ben Okri, the Nigerian author and poet, is on point when he writes: ‘The most authentic thing about us, as Africans, is our capacity to create, to overcome, to endure, to transform, to love, and to be greater than our suffering’.”

‘Near the pre-pandemic scale’

De Lille pointed out that this year’s Indaba, near the pre-pandemic scale, also demonstrated that Africans could host safe, world-class events.

“This year we are working hard to exceed pre-COVID attendance numbers and have an estimated 6 000 people attending from all over South Africa, Africa and the rest of the world.”

The Minister highlighted that more than 350 tourism products were showcased at the show; 1 000 buyers were attending from across the globe and there were just under 1 000 exhibitors. 

“The attendees include destination marketing bodies, hotel groups, airlines, tour operators, and 10 African tourism boards and 21 African countries represented here,” highlighted De Lille. 

According to South African Tourism statistics, there were 650 exhibitors in 2022 and 1 033 in 2019. There were 326 buyers in 2022 and 718 in 2019. 

Supporting SMEs

This year, the department is supporting 123 local small inbound tourism enterprises through its Market Access Support Programme to showcase their products and services at the Hidden Gems pavilion during Africa’s Travel Indaba. 

The total value of support approved for the 123 enterprises amounted to R11.7million (€576 600) which enabled these small businesses to display their unique products and services, expand their networks, and foster partnerships that would drive the growth and sustainability of the tourism industry in South Africa, said De Lille.

She added: “The Department of Tourism keenly understands the value of tourism businesses, especially small to medium enterprises (SMEs). That is why I am proud of our investment in this regard as part of our Market Access Support Programme.

“To all the buyers here today, you are critical in promoting Africa as a premier travel destination. Thank you for continuing to partner with us in showcasing our continent’s diverse experiences and attractions. To all the African product owners, thank you for your contribution in creating a cohesive and thriving tourism sector that benefits communities and promotes faster economic growth.

“I firmly believe that our country’s and continent’s tourism sector can only grow if we work together. So whether you are an accommodation establishment owner, an airline partner, a travel agency, a tour operator or any other tourism product and experience – this is a call to you.”