Indaba 2004: Gets Bigger And Better With Every Passing Year

Heena Munshaw - Durban

The impossible is now going to be possible in South Africa. A young nation just a decade old, promising a sound future in spite of adversity is going to be a leader in marketing tourism into what was once perceived as a Dark Continent Africa.

Indeed, South Africa leads the tourism of the continent and each year the Indaba gets bigger and better. It was not so long ago that I remember my first Indaba where President Mandela was the key speaker to inaugurate the event. Every word he spoke was dipped in humility and every sentence was an inspiration to the South Africans as to us buyers. As one seller summarised Mandela is the best ambassador for new South Africa.

When Rugby World Cup was internationally televised in 1995, and the home team won we didn't have words to express our joy, Mandela's expression was an idea of joy of winning the game, winning the freedom, most of all joy being one.

Yes! change is slow and has been painful and taking it to the grass route is a mammoth challenge but SATOUR is committed and focused and backed by as much research in tourism as any other country in the world. Indaba is also special as the people are warm and friendly. You catch up with old friends and make new ones.

It has come a long way since I first visited the event 10 years ago. South Africa was the flavour of the month on the international market. India was not important to them, as it was perceived as "poor country cousins". They used to presume Indian as mostly the VFR market or would do the Gandhi trail from Durban! When we spoke about vegetarian meals they spoke about halal food!

That was then today we suppliers are aware of the growth potential of the Kruger Chains, and prime game parks are actually talking about training chefs to cater to Indian dietary meals. A set of hoteliers are even looking at fixing a Indian cup of masala tea. The niche chains are tying up with local Indians to see to our special dietary needs. The attitude is positive and welcoming for Indian tourism business now. SATOUR and South African Airways have been paving the way to position South Africa where it belongs. A competitive discerning destination suiting offerings a wide variety of products and budget.

The selection of the private game parks is mind-boggling and trust me our elite Indians are at par with international jet setters. Even Amitabh Bachan who loves Singita to the Ambanis who holiday there to even average honeymooners or families who travel to South Africa loves Africa. And Indaba is a perfect showcasing of the entire range of products.

The key difference being there are any pre-scheduled appointments. You choose to learn about the regions you want, products that interest you (the flip side, if you do not know Africa you can be at sea). The product changes mindset, changes are evident and Cape Town is being modified as the Pink City (gay tourism).

Indaba attracts regional tourism countries, a product, which leaves a lot, to be said compared to other trade shows. You have the best of South Africa products from large hotel chains to private game parks. To neighboring countries like Botswana, Namibia, Zimbabwe, Zambia. All exhibit in spite of the competitive nature of the tourism industry.

There are regions like St Lucia and the wet lands gaining prominence, also the Waterberg Region is getting quality lodges (malaria free). Niche products like wine and gourmet tours are emerging and so is adventure tourism, hot air ballooning to bungee jumping, which are definitely establishing South Africa as something more than just wildlife tourism.

At Indaba, the innovation of exhibiting ones product is unique. South Africa takes great pride and invests heavenly on brochures and sales promotion material. It has certainly got sophisticated in a decade. The larger operations are recognising the Indian market and investing time and money to understand and service Indian buyers. A change of perception to respect Indians as buyers at par with international markets is a great change in spite of the complexity of a market of last minute bookings. The brand South Africa will be globally positioned shortly with a lot more perception of the world of South Africa. The new branding is swanky at par with competing destinations.

It's well researched into the psyche of a traveller who enjoys South Africa. It speaks of diversity eco-tourism captivating life style, perfect weather, great rhythm of African Music. Most of people of South Africa and their wrath. 'We embrace you' is now going to become the theme from the time you communicate with a special agent to the time you experience the actual holiday.

Indaba has also grown an for an involved buyer who understands African tourism, its a treat! Where else can you find so many people who believe in the 'Mystic of Africa' and have real passion to communicate it proudly to the world. Sure enough it show cases the best of the continent now. The next decade will continue to attract visitors from all over the world. For what was South Africa's drawbacks of being deprived of industrial or economical growth as compared to the rest of the world, is working to its complete advantage as what they have left with them, the rest of the world has destroyed.

I look forward to the every indaba to learn more about the Continent. The soul of Africa touches you. No words can express the satisfaction. Go there to feel its soul. The world has discovered it yet. Have you? They are serious about India, let Indians get serious about selling South Africa. It is definitely a world in a country where the impossible is possible.

(The author is managing director, Beacon Holidays Pvt Ltd )