SA Tourism needs to consider handing over the management of Indaba to an independent operator, as the show is draining SA Tourism’s resources, a committee tasked with reviewing SA Tourism has recommended.

In the report the committee submitted, Chairperson Valli Moosa said many queries and concerns had been voiced around Indaba’s relevance. “SA Tourism is refocusing Indaba to improve its relevance to the trade but there is now a diversity of independently run trade shows held locally – World Travel Market Africa, International Luxury Travel Mart Africa and ‘We are Africa’. Anecdotal reports indicate a drop in the number of deals done at Indaba, and the trade and buyers are often prioritising other events.”

Moosa continued by saying SA Tourism should seriously consider handing over the management of Indaba to an independent operator, given that the industry is now actively and successfully operating in this space, as evidenced by WTM Africa. He added that while income was received from SA Tourism’s two owned events – Indaba and Meetings Africa – costs associated with the events mean that they are not profit centres.

The committee further also criticised SA Tourism’s buyer selection for the various international trade shows. Moosa explained that provinces and cities did not add much value to the SA Tourism exhibition stands at global tourism shows. “They are unable to transact and, in fact, fragment the overall offering. Their funds might be spent better elsewhere.”

According to the committee, tourism shows are still an important part of transacting for the travel market but their importance is decreasing with the advent of other digital platforms. Moosa explained in his report: “SA Tourism needs to develop a clear understanding of the value of trade shows relative to their cost and the overall marketing strategy; and, linked to this, the best manner in which to present the country, and its offerings at such shows. An assessment of participation also needs to include reviewing pre- and post-show contacts.”

Earlier this year, SA Tourism CEO, Thulani Nzima, said the authority was looking for partners for the show, adding that any partners coming on board would need to invest in the show.

Is it time for SA Tourism to handover the Indaba trade show to another operator? Share your thoughts in the comments below.