World Travel Market Africa (WTM Africa) has slapped a fee of R6 000 on ‘premium stands’ for exhibitors wanting to participate in the 2016 show.

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The fee will be applicable on all premium space, including aisle stands near the doors and island stands where visitors will have access from all four sides. Says Penny Snodgrass, GM of sales at WTM Africa: “This prime space is more valuable in a growing show and this way exhibitors who feel that the foot flow in those areas is advantageous, may choose those spots.”

However, industry players say too steep prices might scare off exhibitors and might even give Indaba back its edge. Onne Vegter, Director of Wild Wings Safaris, says although a surcharge for prime stands is only natural, high stand prices may very well keep the show from growing and overtaking Indaba, especially since Indaba is currently already much more affordable for exhibitors.

“Just as complaints about Indaba created an opportunity for WTM Africa, perhaps prohibitive pricing by WTM Africa can create an opportunity for Indaba to make a comeback,” says Vegter.

However, according to Snodgrass, the fee will not deter prospective exhibitors but will, on the contrary, ensure that the show doesn’t become prohibitive cost-wise. She says this new fee is part of a value-led pricing model that is in line with all other shows in the WTM portfolio.

“There are less expensive options for exhibitors and WTM aims to ensure they meet the need of every exhibitor. The value here is that everyone gets an opportunity to exhibit and the more sought-after areas will absorb an increase per stand (R6 000) rather than across the board. This is not a square metre charge,” she says.

Snodgrass adds that all space prices increased at a rate of 3% from 2014 to 2015 and at an average rate of 5% from 2015 to 2016. She adds that this annual increase excludes the costs of the shell scheme’s make-up, for which suppliers usually tend to implement an increase of about 7% per annum.

The show has seen year-on-year growth from 2014 to 2015, with South African exhibitors taking up more than double the floor space in 2015 compared with 2014.  In 2014, South African exhibitors took up 711 sqm and in 2015 they occupied 1 582 sqm. Also, sub-Saharan African exhibitors occupied more space, with 522 sqm in 2014 compared with 830 sqm in 2015. International exhibitors were less quick to take up more exhibition space and occupied 830 sqm in 2015 compared with 522 sqm in 2014.