South African Tourism has assured buyers and suppliers that it is “working diligently” to finalise the necessary plans for Africa’s Travel Indaba 2025.
“We are committed to ensuring a smooth and efficient registration experience once we open,” said a South African Tourism spokesperson.
Many industry players told Tourism Update, at less than 100 days before Africa’s Travel Indaba 2025 starts in Durban from May 12 to 15, it may be too late to participate as registration for buyers, exhibitors and media has not yet opened.
“While we have had several engagements reflecting on Africa’s Travel Indaba 2024 and how to shape and enhance the 2025 installation, we acknowledge that the delay in opening registrations may have caused uncertainty and difficulty in planning but we would like to assure all our valued partners and other stakeholders that this remains a top priority,” said South African Tourism in a letter sent to the trade yesterday (Monday, February 3).
The marketing body has also reached out to trade, encouraging buyers and exhibitors to complete an expression-of-interest form to help it prepare and make the upcoming event even more impactful.
Industry concerned
One high-level private-sector representative told Tourism Update, on condition of anonymity, the Travel Indaba is a massive investment for exhibitors – even more so for African countries – and they would not make that investment until certain the application would be approved.
“The same goes for buyers. Some need visas and, despite recent reforms by the Department of Home Affairs, there are still delays in issuing visas – flights and accommodation need to be booked well in advance. Many might decide it’s not worth the effort,” he said.
“The annual trade show calendars are generally booked a year in advance and, post-COVID, many industry members have to carefully weigh which trade shows they can commit to,” added the industry member.
He did concede, however, the Travel Indaba is a pivotal pan-African trade event, which has served to showcase the “very best” of what South Africa and Africa has to offer the international visitor.
“There just has to be more deliberate, strategic and timeous action.”
Lack of communication
Sharon Gilbert-Rivett, Founder of marketing and brand agency The Safari Collective, told Tourism Update: “We had to pull out of exhibiting at Indaba in April last year as we could not get hold of anyone to get the stand booked and confirmed by that time with just weeks to go to the show. So South African Tourism lost a considerable amount of money and our clients lost a valuable marketing opportunity.”
She said they eventually attended in their individual capacities rather than, as originally planned, as a cohesive collective of companies with high-profile clients on a large International Convention Centre stand.
Gilbert-Rivett reiterated: “Exhibiting at and attending Indaba requires considerable investment across the board and equally considerable planning. For us and our partners, that includes representing clients across the African continent and helping to organise not just our own show collateral but theirs, reserving exhibition space and designing stands that require significant lead time and cost. This simply cannot be done last-minute.”
Value of Indaba
The value of Africa’s Travel Indaba is undeniable. Millions of rands of deals are signed between buyers and sellers. It also attracts high-value positive national, regional and international media coverage for South Africa and the continent.
It also brings multi-million rands of direct and indirect revenue to Durban and KwaZulu-Natal.
Last year, Africa’s Travel Indaba hosted 9 280 registered delegates – an incredible 7% increase compared to 2023. A total of 24 000 meetings were held between exhibitors and buyers. Additionally, the event featured over 1 200 exhibitors who displayed an impressive array of African tourism products and experiences.
"The economic activities triggered by Africa’s Travel Indaba – from event infrastructure to accommodation establishments, restaurants and shuttle services – have been far above our initial conservative projections,” said Winile Mntungwa, Deputy Head of Durban Tourism.
According to Mntungwa, the direct economic impact on the city was R226 million (€11.6 million) with a spillover effect contributing an additional R333 million (€17.8 million). The overall contribution to the city's GDP exceeded R500 million (€25.8 million).
She said the economic ripple effect was beyond the city centre as it benefited township and rural tourism and hospitality businesses such as The Silokazis and Octavia Boutique Hotel in Inanda, Max’s Lifestyle at the heart of uMlazi and the Coastal Resort in Umgababa, which hosted travel showpiece delegates.
