As every year Indaba 2003 proved to be the biggest meeting platform for tourism players interested in the African Continent in general and South Africa in particular. The three day travel convention, which was held from May 3 to 6, 2003 at ICC Durban attracted 1,432 international delegates, an increase of 8.8 per cent over the previous year’s attendance.

Indaba 2003 showcased a strong and diverse representation of tourism players and products not only South African but also southern and eastern African. A wide range of smaller products offering cultural and township tours was also an interesting element. Moreover, the number of companies exhibiting from South Africa recorded a 11.2 per cent increase from 1,382 last year to 1,537 this year.

These figures clearly reflect that tourism is becoming increasingly significant in South Africa, which was further endorsed by president Thabo Mbeki’s official opening of the event, demonstrating high-level government commitment to the growth of the tourism industry.

Speaking from the Indian perspective, in terms of participation, Indaba 2003 was attended by a hosted delegation of agents that focus on South Africa as a destination and are also part of the ongoing South African marketing campaign in India. These include Beacon Holidays Pvt Ltd, Bulls and Bears Finance Limited (Travel & Tours), Griffon Travels and Tours, Gem Tours, SOTC, Cox n Kings and Raj Travels.

Participating agents confirm that the event was commercially fruitful in that they had access to a plethora of products and trade partners to choose from and associate with. Drawing a comparison between Indaba 2003 vis-a-vis the past years, Nikhil Dalal, director, Bulls & Bears Finance Limited (Travel & Tours), says “Indaba 2003 was definitely better than it was in the last two years, in that there were a host of new properties, coach tours and new suppliers represented. Moreover, this year Indaba showcased a strong East African representation as well.”

The highlight of Indaba 2003 however, was the launch of ‘South Africa Fundi Tourism Expert Training Course’. Usually referred to as ‘Fundi’, it is a destination specialist course for travel agents and tour operators. Says Cheryl Carolus, CEO, SATOUR (South African Tourism), “ The Fundi course will play a key role in providing the travel trade with the education, support and resources necessary to help role players better understand all that South Africa has to offer, and how to package the destination to cater to the divergent needs and desires of their clients that ultimately will result in an increase of their own market share while positively impacting the economy of South Africa.”

The initiation of this training programme was well received by international delegates attending the buyer-seller meet. And Indian agents also feel that they would benefit significantly from it. Endorses Heena Munshaw, managing director, Beacon Holidays Pvt. Ltd, “It is a great concept and will certainly benefit agents who specialise in South Africa. It will prove instrumental in updating product knowledge and will facilitate product detailing.”

In terms of promotions, South African Tourism has overseen the launch of four integrated global marketing campaigns featuring value for money packages during South Africa traditional low season, the ‘My SA Story’ campaign in the US, ‘Live the Moment’ in India, ‘the Great Urban Getaway’ campaign in Kenya and Tanzania and the ‘Sunsation’ campaign in the UK. Says Carolus, “While these campaigns are positioning South Africa as a preferred tourist destination of choice in the hearts and minds of consumers, South Africa has also made its mark as a world MICE and conference destination of choice. Moreover, I attribute the dramatic growth to the diversity of the destination, the constantly expanding product, including more emerging businesses and the confidence of the travel trade in the country as a preferred destination. I believe South Africa is developing into one of the most successful tourism brands in the world, and we will continue to build on our current initiatives to achieve this.”