Durban Tourism is upbeat about increased growth from new and existing European source markets following “an extremely successful” showcase at World Travel Market (WTM) London last week – held at The ExCel from November 4 to 7.

Speaking to Tourism Update shortly after the team’s return, Regional Marketing Manager for Durban Tourism, Musa Ndabeni, said the destination marketing organisation had shared exhibition space on the South African Tourism Pavilion, which drew large numbers of visitors excited to hear about South Africa and the year-round sunny city of Durban.

“There was a welcome event at the stand on the first day, with live entertainment, which drew a lot pf guests and it gave us a good opportunity to network and show them the warmest place to be is the best place to be,” she said.

Goals and expectations exceeded

The objective is clear and that is to sell Destination Durban.

According to Ndabeni, the Durban Tourism team exceeded their expectations with this year’s WTM and 100% met their objectives.

“We wanted to sell Destination Durban to new and prospective trade partners, identify new source markets, start new trade relationships and further entrench existing ones and we are pleased with the positive outcomes.”

Ndabeni said this was achieved by a strategic plan – targeting meetings with media and strong potential buyers. “It also helped that many know Durban and are excited by what the city offers.”

Collaborating to break the ice

Another collaborative engagement, said Ndabeni, was South African Tourism organising a bush academy workshop for the pavilion exhibitors and buyers to the Kruger National Park a month before WTM London.

“There’s nothing like bonding over an exciting lion sighting to break the ice. And then, a month later, the meetings we held could take that relationship a step further.”

Collaboration was key to success noted Ndabeni. “The people we met in Kruger introduced us to more key trade partners in London.

“We are stronger together and we intend to build on this collaborative approach across the board, working with private-sector partners, government and other destination marketing bodies to optimise our offering and our approach,” she said.

“We have the rich, diverse products and services. Now we need to show them as we drive an aggressive campaign to the European market.”

Africa Showcase

In addition to WTM, Durban Tourism continues to engage the international source markets,  joining the Africa Showcase road show, covering North America (Los Angeles, Chicago and Canada) from November 13-21, before coming back home to hit the festive season extravaganza.

What buyers love about Durban

Ndabeni highlighted that the UK and European buyers liked the high-end, luxury travel offerings in Durban, but were also seeking authenticity, culture and heritage as well as the variety of outdoor offerings in and around the city.