Newsletter 1 2018

5 April 2018

Newsletter 1 2018

Welcome to our first newsletter with our new brand look and feel!

We trust everybody had an excellent Easter break and school holidays and back to work refreshed and energised!

This newsletter contains information for our exhibitors, travel buyers and media as well as stakeholders who will be attending the show this year.

We are 5 weeks away from delivering the world’s top travel show for destination Africa and to deliver African success stories! Enjoy the news – and send us any feedback at

African Exhibitors confirm from all over the continent

Buyers and media this year will be able to engage with a variety of products and services from around the continent; and with African Tourism Boards who have already confirmed their attendance at the show. "We have been working hard to get more African destinations to be exhibitors, and last year hosted both Ghana and Nigeria to showcase the effectiveness of the show to drive business," says Sisa Ntshona, CEO of South African Tourism. "This platform initially started out some 35 years ago as a South African initiative, but now is a truly African trade show. We know that to grow our numbers, we need to grow our appeal as a continental destination as well."

The following countries will be exhibiting at this stage:

  1. Angola
  2. Botswana
  3. Central African Republic
  4. DRC
  5. Ethiopia
  6. Kenya
  7. Lesotho
  8. Madagascar
  9. Malawi
  10. Mauritius
  11. Mozambique
  12. Namibia
  13. Rwanda
  14. Seychelles
  15. Sudan
  16. South Africa
  17. Swaziland
  18. Tanzania
  19. Uganda
  20. Zambia
  21. Zimbabwe

Remember to log onto the diary system as soon as possible to log appointments with exhibitors.

Africa’s Travel Indaba will build on Africa’s tourism success

There are many stories to be told regarding Africa’s tourism industry, and Africa’s Travel Indaba provides an enormous opportunity to further showcase the tremendous economic, social, cultural, environmental and heritage value that the sector can bring to the continent.

Africa as a travel destination is poised to unleash its potential – here are some figures to bear that out:

  • The UNWTO recently reported that a total of 62 million travellers visited Africa in 2017 – which represented an increase of 8%, outgrowing the world average increase of 7%.
  • Africa’s total share of the global travel market currently stands at 5%, and the feeling is that this can only grow in future and in line with global traveller trends for authentic immersive experiences.
  • The International Air Transport Association (IATA) estimated in late 2017 that airline passenger numbers to Africa would more than double in less than 20 years – which bodes well for continued exponential growth of the tourism sector.
  • The Single African Air Transport Market (SAATM) was launched by the African Union (AU) in January 2018, and aims to create a unified air transport market by 2063 and will eventually lead to a common African passport to promote free movement and trade between African nations. This can only be good news for the tourism sector and will promote greater intra-African travel possibilities.
  • The UNWTO also announced at ITB in March 2018, that they will be moving ahead with a new 10 point "Agenda for Africa" to be realised over the next four years. The programme aims to address connectivity, the image and brand of Africa, poverty alleviation, climate change, education, skills development and financing in terms of supporting exponential growth of the tourism sector on the continent.

Destination Africa is where it’s at right now and in South Africa, President Cyril Ramaphosa announced in his State of the Nation speech in February this year that "there is no reason why tourism can’t double in size."

South African Tourism (who fund and organise Africa’s Travel Indaba) recognise the importance of the growing tourism appeal for the entire continent through connecting people and unleashing potential. "With this show we are again reiterating our belief that tourism really does have the potential to double in size in the next decade," says Sisa Ntshona, CEO of SA Tourism.

Unpacking the 2018 theme "Africa’s stories, your success."

The story is the emotive side of our business – where we want to engage the hearts of our guests, our clients and our industry. We know that the modern traveller is looking for authentic and unique travel experiences. Travel in Africa offers exactly this – an unforgettable experience that leaves you with stories to tell. It is these real African stories that inspire Africa’s world-class tourism products and drive their businesses forward.

The success is the rational side of the story – where we seek to engage the minds and intellect of our colleagues, partner and governments. Africa’s Travel Indaba is the platform that offers the best and most authentic opportunities to take part in the new African tourism economy and to be a part of the new story of African prosperity.

The rationale for the theme is that when we start telling our own story, we embark on the journey of changing the narrative of Africa - we shift perceptions from a continent that needs saving, to a continent that is thriving. We no longer look to the world for affirmation or inspiration, the world looks to us. We are real, vibrant and driven to succeed. So, we invite the world to journey with us and tell the new story of Africa, where success is not only for Africans, but for the world. Africa’s stories. Your success.

Exhibitors in particular are encouraged to use the theme for their own marketing and communication and with around 700 media attendees from around the world, delegates have a variety of platforms on which to share stories of success.

Exhibitors - Important Dates to diarise – Friday 13 April is a big day!

With over 700 exhibitors already confirmed (and expected to meet the 1008 exhibitor levels from 2017), the logistics team is in full flow confirming stands and needs for exhibitors. Please make sure you have all your requests in by the following dates – late submissions will incur a 20% surcharge!

Element Deadline
Scan Display forms Friday 13 April
Floor Space only stand design Friday 13 April
Stand cleaning form Friday 13 April
Furniture Hire Friday 13 April
Signed indemnity and risk forms Friday 13 April
Name badges Friday 13 April

Side events – exhibitors wishing to book or host a side event at the show (either on the stand or at alternative venue) are reminded to please complete the Function Request Booking form which can be obtained from Rose Madela at

Please also look at our story on call for panellists at the bottom of this newsletter – the deadline for submissions is also Friday 13th.

Durban is waiting for you!

Durban is South Africa’s self-styled "playground", with a balmy climate that invites everyone to make the most of the area’s natural outdoor lifestyle regardless of the season.

Also known as KwaZulu-Natal’s "Surf City", Durban is renowned for its magnificent bathing and surfing beaches, which stretch along the city's beachfront from Durban harbour in the south to the upmarket suburb of Umhlanga in the north.

An expansive paved promenade offers access to the best of these beaches – the Golden Mile – where joggers, cyclists, dog owners, surfers, body boarders and walkers enjoy early-morning and late-afternoon exercise.

It's impossible to miss Durban's striking Moses Mabhida Stadium, the host venue to top-notch sporting events, Segway tours, a city-viewing SkyCar and the impressive Big Rush Big Swing, which is the world's highest bungee swing at 80m. Closer to the harbour, uShaka Marine World — a world-class water park, aquarium (with fish, dolphins, seals, penguins and other sea life) and restaurant complex — overlooks the ocean and offers hours of entertainment for the whole family.

Culturally, Durban exhibits a mix of Indian, Zulu and post-colonial influences, reflected in the city's architecture and cuisine. Curries, seafood and fusion food are popular at beachfront restaurants, at Wilson's Wharf on the Victoria Embankment, and at the gourmet hot spots and coffee shops that line Florida Road and Helen Joseph Road. The art deco-style Suncoast Hotel and Casino complex, flanking the promenade, houses seafood and curry restaurants, movie theatres, a casino and coffee shops — with secure on-site parking and semi-private beach access.

Delegates – take some time before, after and in-between this top travel show to experience some of the excellent experiences on offer. Log onto for some great deals and visit for inspiration.

Small businesses are the true Hidden Gems of African Tourism

The Hidden Gems initiative (to ensure more small and medium sized black owned businesses are helped to access markets) is funded in part by the South African National Department of Tourism through its Tourism Incentive Programme.

In order to support small businesses to be at the show, South African Tourism, in partnership with the Southern Africa Tourism Services Association (SATSA), has again identified and hand-picked businesses for this year's show.

The objective of the "Hidden Gems" programme is to broaden the variety of tourism products on the market while upskilling and empowering black-owned small enterprises operating in the industry.

SA Tourism’s CEO, Sisa Ntshona says, "It is crucial for the health and evolution of our sector that we help to incubate start-ups and small businesses, especially those that add new, authentic flavours to our country’s tourism platter and we cannot wait to see how these innovative tourism 'jewels' shine on the trade floor."

In 2017, the Hidden Gems programme was felt to be one of the best new initiatives for the show. In addition to the South African products, many of the African countries exhibiting at the show are bringing new and exciting products to showcase.

If you can’t get to see or meet all the Hidden Gems, remember that the South African Tourism speed marketing sessions will showcase some of the Hidden Gems. More about these sessions in our next newsletter.

Golf Day Sunday 6 May – sponsorships and spaces still available

Africa's Travel Indaba have a variety of sponsorship packages available for the industry attendees to take advantage of – including:

  • Prize giving dinner – R31,000
  • Registration area sponsor – R31,000
  • Putting Area – R18,100
  • Halfway House sponsor – R18,000
  • Premium Hole sponsorships (1,9,10,18) – R15,000
  • Hole sponsor – R6,200

Note all prices exclude 15% VAT applicable in South Africa.
All companies are welcome to offer exciting getaways, activities, overnight stays, gifts and other dynamic prizes. We have a wide range of players: men, ladies, international guests, members of the business events industry and local corporates. The prize-giving offers you a wonderful opportunity to advertise your product and use your imagination for prizes. Please note, amateur golf rules prohibit cash prizes of more than R4 000. Prizes can be sponsored for the following categories:

  • Top 4 ball
  • Closest to pin
  • Longest drive
  • Longest day

For more information or to book a four-ball to play (R6000) – please email

BONDay – get ready for a great day

BONDay – the Business Organisers Networking Day, is a day where the show shares some insights, knowledge and intelligence which are designed to help businesses to grow.

BONDay falls on the Monday before the show and was first introduced in 2017 and post show feedback was really positive. So in 2018 – we have four sessions lined up for you – all of which are being hosted and moderated by Jo-Ann Struass – media entrepreneur and international speaker:

Session 1: 10:00 – 11:00 Future tourism trends where Africa can shine

Session 2: 11:00 – 12:00 The Art of storytelling – our stories our way

Session 3: 12:00 – 13:00 Immersive tourism – the cultural, rural opportunity

Lunch: 13:00 – 14:00 The ever-popular food trucks will be open

Session 4: 14:00 – 16:00 Join the fight to save Africa’s natural heritage: The Conservation Lab

Space is limited for BONDay to 300 delegates – so book as soon as possible for these sessions! Contact to book your space. These sessions are open to registered exhibitors – however registered buyers and media are also welcome to attend and should also book their slot.

Mandela's Centenary will be a key element at this year's show

Africa's Travel Indaba has been working closely with the Nelson Mandela Foundation and their #bethelegacy project which is being rolled out around the world marking the centenary of its founder's birth throughout 2018 – Mandela was born on 18 July 1918, in Mvezo, Eastern Cape.

Remembering Mandela and his legacy to South Africa and the world will be a big part of the Foundation’s 2018 programme. Foundation CE Sello Hatang said 2018 will see the organisation participate in "at least 50" projects aimed at celebrating Mandela's centenary.

As part of the celebrations South African Tourism will be launching the updates to their very successful Mandela Journey App and there will be plenty to inspire us all. The Madiba’s Journey App will now feature 100 tourist attractions of significance in the life of the iconic leader, one for each year he spent behind bars as a political prisoner. Users can view the attractions on a map, build their own itineraries and share their own journeys on social media. Users can experience the emotion and relevance of each location through audio, text and image galleries. The app also offers real-time weather information, distances and details of nearby attractions.

Call for Panellists – submissions required by Friday 13 April

Each year, South African Tourism use the platform at Africa's Travel Indaba to seek collaborative inputs from stakeholders around some the of the key and pressing issues or imminent opportunities facing the industry. In the past a call for panellists had not been implemented, however this year South African Tourism would like to engage delegates to find new voices for the industry.

The following topics are planned to be discussed and debated in forums:

Business Conversation 1: Tuesday 8 May 12:00 – 13:00:
"Optimising economic transformation in the tourism industry."

Business Conversation 2: Tuesday 8 May 14:30 – 15:30
"Tourism and the 4th industrial revolution"

Business Conversation 3: Wednesday 9 May 10:30 – 11:30
"Responsible Tourism – enabling sustainable practices as the new normal."

Business Conversation 4: Wednesday 9 May 14:30 – 15:30
"Strategies to maximise youth employment and leadership in the tourism industry."

If you are keen to be on one of the forum's please submit the speaker name, organisation brief biography and contact information to before Friday 13 April 2018.


Issued by South African Tourism

For further information contact:
Thandiwe Mathibela
Tel: +27 (11) 895 3177

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed by Chief Executive Officer, Mr Sisa Ntshona.

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