Event Round Up

Indaba 2008: The goal is 2010

The buzzword at Africa's top travel trade show which concluded recently in Durban was the Soccer World Cup to be held across various cities in South Africa in June 2010. Every province and national tour operator, hotel and game lodge are gearing themselves to milk the tourism bonanza that will flow from the sporting spectacle. By Steena Joy

In South Africa, if it's May, it must be Indaba. The African continent's largest (and growing) travel trade show has become a 'must' on every tour operator and travel agent's event calendar worldwide. Indaba (which in Zulu means 'conference') is hosted by South African Tourism and organised by Kagiso Exhibitions and Events. This year the event was held from May 10-13 at the Inkosi Albert Luthuli Convention Centre (formerly International Convention Centre) or ICC in Durban. And the word on everyone's lips was the Soccer World Cup in 2010 and what it will mean for the tourism industry in South Africa, the host country. This year's Indaba, perhaps more than any other in previous years, was especially crucial for the industry and the destination because it's here that many of the buying decisions for the 2010 FIFA World Cup were made.

The opening ceremony of the red carpet event, held in the ICC auditorium, was attended by the crème de la creme of South Africa's tourism industry, the deputy minister of environmental affairs and tourism Rejoice Mabudafhasi; the CEO of South African Tourism, Moeketsi Mosola; the premier of KwaZulu-Natal Sibusiso Ndebele; the honorable mayor of eThekwini Obed Mlaba as well as local and international media, buyers and exhibitors.

Challenges ahead

At the opening ceremony 2008, Mosola was proud to announce that tourism is South Africa's biggest business success story since democracy. "We have achieved 8.3 per cent growth in 2007 (compared to 6.1 per cent global growth) with arrivals to South Africa touching 9.09 million visitors and the destination is well on its way to meeting the 10 million visitors target by 2010. We hope to exceed our own expectations." He focussed on the challenges the South African tourism industry faces as it sets its sights on 2010. Mosola admitted that "Crime continues to be Achilles heel of our country, and very, very few of us would not agree that it's a challenge we need to face, to address and to solve… not only for the good of this industry, but also for the good of our country and for the good of our reputation as a safe destination."

In addition, he said, South Africa is also grappling with challenges around skills, around service levels and around transformation. "We are committed to sustainable tourism; to tourism that benefits communities; to tourism that protects the environment," he declared.

India at Indaba

Raman Kumar, Rajesh Sethi and Sumaira Kabir Gopinath Nair South African Tourism (SA Tourism) this year hosted four tour operators from India - Raman Kumar, GM, Richi Travels; Gopinath Nair, CEO, Travel Tours; Rajesh Sethi of Carnation Travels and Sumaira Kabir of ezeego1.com. All of them were attending Indaba for the first time. According to Sethi, "I found the event very enlightening. I learnt of many properties which I was not aware of earlier. South Africa has a lot more exotic places to offer than what we are selling in India. I also found that many destination management companies (DMCs) are emerging here. We are hopeful of negotiating better rates with them so that we can bring down costs and offer competitive rates to our Indian customers." But he was sceptical about the interest in the World Cup back in India. "Indian tourists are generally not sports oriented so we may not promote FIFA 2010 in a big way. We have not received a single enquiry as yet nor do we hope to get any," he added. But he is sure that the tourist traffic to South Africa is definitely going to increase especially since the Far East and other destinations have already been explored and also because getting a South African visa is much easier. Kabir felt the event was a learning experience. She said, "I was here to network and familiarise myself with an event of such a big scale. A travel portal like ezeego1.com can offer a lot more of South Africa to its clients because unlike a brochure, the Web has no limitations in using space to promote a destination." For Nair, Indaba 2008 was an eyeopener in terms of the vast scope of tourism products available especially in wild game reserves. "Indaba enabled me to see the diversity of tourism opportunities in South Africa, apart from the manmade Sun City, the amazing array of wild life and the magical beauty of Cape Town. And it is for this reason I believe that Indians will travel to this country in large numbers."

He was also concerned about the Airlift Policy that the government had passed in 2006 but has not implemented yet. "This is especially frustrating now, in the lead-up to 2010, when more and more people's eyes are focused on our country, perhaps with heightened interest… yet they are not able to get here when they want to. We need to put urgent attention on this and open the skies for the people who want to come to South Africa."

He also reiterated that a public private partnership approach is what will sustain the growth in tourism. It was vitally important, Mosola said, for all industry players, across both private and public sectors, to invest collectively in solving these problems to create both an industry and a country that sets a good example to the world. A strong, robust, profitable industry that create jobs, that is inclusive of all demographic groups and that works consciously to correct past socio-economic imbalances. He quoted ex-President Nelson Mandela to bring home his point, "Of all the challenges that we have faced as a nation, none is greater than those we have overcome."

Turning her attention to the FIFA 2010 World Cup, Mabudafhasi said that championship would permanently position the South African tourism industry at the leading edge of global competitiveness to ensure arrivals grow well after 2010. "The World Cup is going to be one of the country's biggest foreign direct investment catalysts and is capable of unleashing great economic prosperity," she said.

Increasing numbers

More than 13,200 delegates attended this year's show compared to last year's 12,340. With final day figures yet to be submitted, there was a 4.1 per cent increase in total delegate numbers. Also there were 31 per cent more journalists at this year's Indaba, 621 compared to 471 last year. Of the journalists that attended Indaba this year, 175 were foreign media.

In the ICC Arena, exhibitors included national tour operators, prestigious game lodges and reserves, hotel chains, airlines and incentive travel organisers. And in the adjacent Durban Exhibition Centre (DEC), the country's nine provinces made their individual representations showcasing their tourism products on a broad canvas. In between was an open-air piazza for snacks and refreshments where tents and camper caravans vied for attention with Zulu dancers and pulsating music. Exhibitors who reported encouraging trade inquiries and keen interest in the destination believed that this is chiefly due to the reality of the FIFA World Cup being two short years away and also because South Africa has 'arrived' as an extremely sought-after leisure destination. Another major feature at this year's Indaba was the Global Media Face Off, moderated by Fionnuala Sweeny, CNN anchor and news presenter who quizzed the panelists about South Africa's readiness for 2010 and, with them, examined some of the readiness and capability myths that surround the 2010 FIFA World Cup. On the panel was deputy finance minister, Jabu Moleketi, who assured everyone that power and electricity shortages would not affect the World Cup. "Each of the stadia will be powered by generators with the national supply grid serving as a backup," he said. Local Organising Committee CEO, Danny Jordaan was confident that each of the five new stadiums being built across the country would be complete in good time for the championship. "The truth," he said, "is that our stadiums will be ready by October 2009, eight months before the FIFA Opening Ceremony." His biggest concern? "The biggest teams must qualify for the World Cup because they will bring in the tourists and the fans."

Also present on the panel was Mosola who spoke of the significant legacy that the 2010 World Cup will leave behind for the country. "2010 is bringing a legacy for non-hotel accommodation and emerging establishments, such as township B&Bs that are being graded."

India in top 15 growth markets for arrivals

Medha Sampat, India country head (acting), South African Tourism Indian visitors to South Africa reached 51,823 in 2007, posting a record growth rate of 16.9 per cent as compared to the previous year. This growth has catapulted India to the top 15 inbound markets in the world percentage terms for arrivals into South Africa, according to latest research conducted by South African Tourism. The Indian arrival figure in 2006 was 44,337. The average spend of an Indian traveller in 2007 also increased to Rand 10,200 - a growth of approx 20 per cent over 2006. Research conducted shows that first time holidayers to South Africa were the most popular among visitors to the country, and also the highest spenders. South Africa is targeting to cross the 60,000 figure for arrivals from India in the current year. Medha Sampat, India country head (acting), South African Tourism, said, "We have identified India as one of four key markets across the entire Asia/Australia region, and we continue to invest significantly in building relationships with the trade, with authorities and with consumers to make the South African destination experience accessible and possible for every single Indian traveller. We are working actively to increase the popularity of South Africa amongst Indian travellers and are delighted with the response from the market."