Indaba 2005 Creates Its Niche In The Global Tourism Arena

Charmaine Fernz - Durban

Great expectations…aggressive marketing strategies...These two aspects could well sum up what the recently concluded Indaba 2005 was all about. The four-day event that was held at the International Convention Centre Durban (ICC), KwaZulu Natal was the biggest in its 23-year history. On a statistical note, the visitor pre-registration this year had increased by some 42 per cent over 2004 (from 2,667 to 3,780) from 81 countries, with close to a 100 per cent increase in new international delegate registrations (from 820 in 2004 to 1,601 in 2005). Of this total number, 2,925 were buyers and 388 media (up from 336 in 2004) - of which close to half were international. The Indian delegation of a total of 10 comprised strategic business-minded selective travel agents and media from across the country.

India Focus

Zolelwa Mukozho Asia is set to be a major source market of tourists to South Africa in the future. Every destination in the world is currently focusing on India and China

In a select meeting of the Australasia market, Zolelwa Mukozho, portfolio manager - Asia and Australasia, South African Tourism highlighted the efforts being incorporated into the Indian market in order to enhance the presence of the destination as well as tourism figures. "Asia is set to be a major source market of tourists to South Africa in the future. Every destination in the world is currently focusing on China and India. In this regard, South Africa already has a foothold and presence there, as well as plans to aggressively grow in the short to medium-term. Post the new South African Tourism brand that was launched in India in August, we did conduct a market study. There were four areas that we plan to concentrate on such as focus for tourism; skills and capacity building, invest in the South African product as well as in existing and new products and finally, grade the product to meet up with expectations. In doing so, we plan to drive the brand to an irreversible momentum and convert all expectations into reality."

Elaborating further Mukozho said, "In 2004, our campaign was well-received globally as well as in the Indian market and due to which we have received healthy growth. Considering the good response, we have received we plan to launch a coffee table book describing the various aspects of our country. On the Indian front, our concentration would be the family sector but there is still a lot to be done. On the promotions front, we plan to participate in many travel and tourism exhibitions and trade fairs and also conduct workshops in the Indian market in an effort to enhance the destination awareness in the travel trade."

"Globally on the customer relationship front, we are enhancing our interactiveness for our trade customers by creating a database and providing diverse offering of the country. We would also be launching an Ambassador programme, wherein people who have visited the country through word of mouth promote the destination in their country and have launched the trade extranet, which provides in-depth information about the country and its offerings. However looking at the way forward from the Indian subcontinent, we would concentrate on group travel, as this is still a small segment. Nonetheless, we have noticed that there is an increase in incentive traffic and business travel," propounded Mukozho.

SA Means Serious ACTION

Moeketsi Mosola To further enhance the South African Tourism brand, we plan to take the SA Fundi programme to another level by introducing the SA Tourism Academy

The opening ceremony featured an exhilarating welcome tableau, ending with the haunting notes of a kudu horn and a sensational performance by the traditional African jazz musician, Ringo Madlingozi. The event was officially opened by the minister of environmental affairs and tourism, Marthinus van Schalkwyk, who sent out a clear message that the stage is set for serious record business to be conducted during Indaba 2005. "Following the recent release of the 2004 tourism arrival statistics, that were close to the 6.7 million mark, South Africa has a challenge to break through the seven million visitor arrival threshold in 2005. In 1994, the first year of our new democracy, we experienced a taste of the tourism potential. Just under 3 million visitors travelled to our country and we briefly glimpsed the power of a sleeping giant. Ten years of hard work, partnership and belief have brought us great rewards and wakened the giant of tourism growth. Over the past three years - amongst the most difficult ever experienced in world tourism - our international arrivals have continued to grow. Last year we recorded the highest number ever - 6,7 million international travellers for whom our country and our people were the destination of choice - and this is only the beginning. In partnership with SA Tourism, we have ignited a new global flame and we stand ready to welcome the world," said Schalkwyk.

Elaborating further Moeketsi Mosola, CEO of South African Tourism mentioned that, "We are extremely pleased that the ministry has again prioritised Indaba and has committed to taking part in so many of our activities. By so doing, it is reinforcing our government's commitment in recognising the significant role that tourism plays within the South African economy and also its enormous potential to contribute to increased GDP growth, sustainable job creation and transformation."

Following the informative and interesting opening ceremony, which also showcased the cultural aspect of the country, other highlights included South African Tourism's Global Media Face-Off moderated by CNNs news and business anchor, Richard Quest; the Minister's launch of the industry's much-awaited Black Economic Empowerment Scorecard, the launch of the Interpretation Centre Complex in the Cradle of Humankind World Heritage Site, and the launch of South African Tourism's new Business Tourism strategy.

To stimulate the industry and raise the bar ever higher towards excellence, the Minister also unveiled the new tourism Welcome Awards, the first winners of which will be announced at Indaba 2006.

He further announced that his Department would be creating a Tourism Satellite Account to generate the most complete information ever about the financial `flow-through' contribution that tourism makes to the economy.

SAA Flying High

Subsequently, during Indaba 2005, the South African Airways (SAA) tourism awards were held with great show. Commenting during the event, Mosola said, "To further enhance the South African Tourism brand, we plan to take the SA Fundi programme to another level by introducing the SA Tourism Academy. We also plan to conduct joint promotions along with South African Airways (SAA), whereby we can expand and entrench the new brand of South Africa."

Elaborating on the future global plans of the airline, officials mentioned that, "There are new routes in the pipeline some of which are Washington DC, Zanibar and Livingstone in the month of July as well as more connections to Cape Town and Nairobi. The airline is also looking at a huge revamp in terms of refurbished economy class seats by increasing the seat pitch from 33 inches to 34 inches but that would take a year. In March 2006, we would be joining the Star Alliance, which would further enhance our global connectivity. There would be a new chef on-board to redesign all the menus. On the Indian route, passengers could look forward to a perfect fusion of Indo-African meals as well as increased entertainment in terms of more Bollywod movies. Finally, on the current commission issue, we plan to go by market rules and follow the national carrier's stand."