Africa's Travel Indaba: a dynamic hub for tourism collaboration and innovation

As Africa's Travel Indaba continues at the Durban International Convention Centre, the annual event has become an important platform for businesses eager to showcase their offerings and connect with a global audience.

This year’s Indaba has welcomed over 1 300 exhibitors, delegates from 27 African countries, and more than 1 200 vetted international buyers from 55 source markets, reinforcing its status as a premier trade show in the tourism sector.

Mashoto Mokgethi, head of domestic tourism at South African Tourism and the driving force behind the Sho’t Left campaign, emphasised the significance of the Indaba in bridging the gap between tourism service providers and consumers.

“Every single year, we have three campaigns that we run. One is the Easter campaign that we have just closed off; then we’ve got travel week, and we’ve got summer. Right now, we are here to promote Travel Week,” she explained.

Highlighting the campaign's role in offering South African travellers affordable travel deals, Mokgethi added, “This is a great platform to get all the trade to register with us for travel week because we then offer consumers up to 50% off if they book in the first week of September.”

In a sector primarily focused on trade rather than direct consumers, the Sho’t Left campaign serves as a critical link, promoting discounts and launching expansive marketing campaigns that benefit both exhibitors and travellers.

“We encourage trade to give discounts, and then we put a massive marketing campaign around it,” said Mokgethi, underscoring the reciprocal nature of the collaboration involved.

Among the exhibitors, Sphiwe Ngwenya, representing Maboneng Township Art Experience, expressed his enthusiasm for the event and its potential for innovation in tourism.

Ngwenya works with local artists to transform homes and villages in South Africa into vibrant galleries, cinemas, and museums.

“I wish for young people from SA in the art and tourism space to be here as well,” he expressed, highlighting the value of accessing diverse markets for his business.

This year’s Indaba also became a launching pad for new ventures.

Kgomotso Pooe debuted his Soweto tuk-tuk and hop-on and hop-off tour service, designed to provide an immersive experience of the township.

“This particular vehicle is going to be able to take people into deep Soweto,” he shared.

Operating at affordable rates - around R1 000 a day for a six-seater tuk-tuk that includes a driver guide - Pooe’s service aims to extend beyond popular tourist spots such as the Hector Pietersen Memorial.

“Travel Indaba has always been great. I always think that people who come to the Indaba need to come with a purpose or a plan,” he noted.

Dumi Mbatha from Dumi Legacy Tours echoed these sentiments, appreciating the opportunity to showcase his tours in St Lucia and Hluhluwe Imfolozi.

Participating as an SMME selected by KZN Tourism and Film Authority, he remarked, “This is a great platform where we can grow. You get the opportunity to collaborate with other businesses and tour operators.”

He recognised that collaboration has propelled his business forward, allowing him to package tours effectively.

The event also attracted accommodations like Makhathe Matsie from Bothabopelo Country Lodge in Qwaqwa, who emphasised the wealth of opportunities for engagement and promotion.

“Being here at Travel Indaba this year is a real pleasure. When you are here, you come across many people and buyers who can promote your business. Being here is very important,” Matsie noted, reflecting on the potential to generate leads that translate to business growth and job creation.

In the heart of South Africa's tourism industry, the Indaba stands as a vital conduit for innovation, collaboration, and affordability, positioning the continent not only as a tourist destination but also as a vibrant melting pot of cultural experiences.