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S tourism Africa’s Travel Indaba highlights how tourism has become SA’s economic panacea The well-established, annual Africa’s Travel Indaba in Durban has always provided an indicator of the health of the industry. With the 2023 edition having wrapped up in May, tourism has returned with a big bang. O“Over 21 000 meetings between buyers and exhibitors, 1 023 exhibitors and over 1 700 buyers.” These are some of the early statistics received from South African Tourism (SAT), which organises the Travel Indaba. Adding context, the newly appointed chairperson of the SAT interim board, Tim Harris, formerly CEO of Wesgro, Western Cape tourism, trade and investment promotion agency, noted that there was a 60% increase in meetings and a “dramatic recovery in the level of interest in the South African and African tourism offer”. HALLELUJAH Indeed, this year’s Travel Indaba was pure good news and happiness, a few days’ escape from the host country’s blackout reality (until the lights in the halls went out, eliciting a collective “ooh” from tour operators flown in from overseas, followed by an “aah” from assembled exhibitors when the generators kicked in). Everyone attending “Indaba”, as it’s known, wore smiles, excited at the chance to show off their respective products (from luxury lodges and experiences to the latest in canvas safari tents), reconnect with colleagues from distant lands and to do business again. Among those showing off were the mostly high-end accommodation establishments and a couple of intra-African airlines gathered under the Africa Travel & Tourism Association (ATTA®). Association executive director Chris Mears, speaking in London after his return from Indaba, says the demand from its members for participation at the 2023 travel show was strong “from the moment” that ATTA® opened the doors to them to participate in the experience. YEEHA! Mears says the number of exhibiting member companies (70) was nearly double 2022’s participation. Federated Hospitality Association of South Africa (Fedhasa) chairperson Rosemary Anderson says she was encouraged by the increased engagement between the public and private sector, referring to the “fantastic job” new tourism minister Patricia de Lille did in engaging with exhibitors and visitors, “seeking to understand the challenges the tourism industry faces”. SAT CEO Nomasonto Ndlovu, a former Limpopo Tourism CEO and highly regarded by that province’s experienced tourism heavyweights, says she received at Indaba “a clear sense from various stakeholders of a greater commitment for industry to work together and to grow the sector back to beyond pre-Covid levels”. Patricia de Lille engaging with exhibitors and visitors at the Indaba. FAR NORTH OF THE LIMPOPO While noting that the Travel Indaba provides a powerful platform to showcase the best of what is effectively Sub-Saharan Africa’s tourism sector, Ndlovu said the 22 African exhibiting countries from the rest of the continent cemented this year’s theme of Unlimited Africa. Such an example, perhaps as extreme as “unlimited” in the geographical sense, would be Sangha Lodge, located on a riverbend deep in the Central African Republic rainforest. This is Africa’s Amazon. While not 6 | Service magazine
tourism S only home to the BAaka people, the forest around the lodge hosts picathartes, about 13 primate species, black-bellied pangolins and the famed forest elephants of Dzanga Bai – made famous by a National Geographic cover story. Indaba provides a platform for Tourism speaks to and touches all aspects of life. lodge owner and bird guide Rod Cassidy to share Sangha’s remarkable narrative, which involves a cast of characters as compelling as the forest and its inhabitants. “Everything was better, this was the best Indaba I’ve attended,” says Cassidy, noting that he had over 50 meetings and that he felt the interest shown would “definitely be converted” into bookings. SOUTH OF THE LIMPOPO Looking inward, Ndlovu speaks of tourism as “one sector that can meaningfully contribute to youth empowerment”, noting the young people from various tourism educational institutions working at Indaba while gaining first-hand exposure to the industry. Picking up on the theme of Ndlovu’s experience and passions, veteran Lowveld safari guide, mentor and lodge GM Michel Girardin says tourism routes such as Limpopo’s Ribola Art Route were a major focus for Ndlovu. Tourist products and motivated entrepreneurs provide employment and careers in rural, geographically rich yet typically “poor” regions of the country, such as along the above-mentioned, thoroughly “authentic” – to use industry jargon – Ribola route. Especially in the northern parts. Kylie Henn-Murray, co-founder and MD of Traditional African Homestays Southern Africa (TAHS-SA), works in those northern areas. She says her organisation uses tourism as a vehicle to uplift local communities, even when not neighbouring a game reserve or a park. Henn-Murray cites the Soutpansberg village of Makushu, which is not on a tourism route and more than an hour’s drive from the Kruger National Park. “It’s completely remote and in the mountains; yet Makushu hosts international visitors every week, people looking to immerse themselves in an authentic cultural experience, before or after they visit a park.” TAHS-SA has caught THE POWER OF COLLABORATION In a world that is becoming increasingly connected, the significance of international events that bring together diverse industries and cultures cannot be overstated. By Anton Gillis, CEO, Kruger Gate Hotel By facilitating dialogue and highlighting the rich cultural heritage and natural wonders of South Africa, the Indaba served as an important tool in showcasing the country's potential to the world. One key takeaway from Africa’s Travel Indaba was the importance of collaboration and partnerships within the industry. The tourism sector has faced unprecedented challenges in the wake of the Covid-19 pandemic, and the road to recovery demanded collective action. It was heartening to see that the industry embraced this ethos, which allowed it to make significant strides in the past year. South Africa welcomed 5.7-million tourists during the period of January to December 2022, marking a remarkable increase of 152% compared to the previous year. Anton Gillis, CEO, Kruger Gate Hotel. Arrivals from other African countries constituted the most substantial source of visitors, with over four-million arrivals during this period. These figures underline the importance of a united approach in driving South Africa’s tourism recovery. However, it is essential to address the challenges that still loom large over South Africa’s tourism landscape. The difficulty for international travellers to obtain visas and extend their stays remains a significant hurdle. It is crucial for the government and relevant authorities to streamline visa processes and create an environment that encourages longer visits. This will not only attract more tourists but also enable them to explore the diverse offerings of the country thoroughly. International buyers have also expressed concerns about South Africa’s crime rates and the persistent issue of loadshedding. While these challenges need to be acknowledged, it is equally important to highlight the steps being taken to address them. Through proactive measures, such as increased security efforts and investments in sustainable energy solutions, South Africa can alleviate these concerns and create an environment that fosters trust and confidence in visitors. Moreover, the weakening of the rand can no longer be relied upon as the sole motivation for international travellers to visit South Africa. It is essential for operators to elevate their offerings and create world-class experiences that captivate visitors from around the globe. Despite these challenges, a shining light emerged from Africa’s Travel Indaba, the prevailing spirit of collaboration and partnerships. While competition within the hospitality industry is a natural aspect of business, it was encouraging to witness the willingness of industry players to work together for the greater good. This collective effort to promote South Africa strengthens the industry as a whole, uplifts local communities and solidifies the country’s position as a premier travel destination. By providing a platform for knowledge sharing and innovation, Africa’s Travel Indaba propels South Africa’s tourism sector forward. Through collective efforts, we can shape the trajectory of our future and position the continent as a compelling and sought-after destination. Together, we will continue to strengthen South Africa’s position in the global travel market, offering unforgettable experiences and leaving a lasting impression on all who visit our beautiful country. Africa’s Travel Indaba serves as a catalyst for this transformation, enabling us to showcase the best of what South Africa has to offer to the world. Service magazine | 7
