The majority of local exhibitors attending Africa’s Travel Indaba (ATI) last week in Durban have hailed the trade show a success, judging by the meetings they had with buyers, with most also indicated that the quality and diversity of the buyers showed an improvement.
Preliminary statistics shared by South African Tourism – owners of ATI has revealed that preliminary statistics indicate that the show themed, ‘Unlimited Africa,’ hosted more than 9,990 attendees, marking an impressive 7.7% increase compared to 9,280 delegates that attended in 2024 with over 24 500 quality meetings held.
“The event attracted 1,348 exhibitors and 1037 buyers, with both exhibitor and international buyer numbers being the highest recorded in the past four years. A total of 27 African countries participated, including new entrants from Chad, St Helena, and Burkina Faso.”
According to the figures, the show was very successful even from the host’s point of view, which justifies the sentiments made by Botswana tourism companies that they were content with the way the Indaba turned out.
Botswana Tourism Organisation (BTO) facilitated some 39 companies – both small and large scale, while a good number of other companies facilitated their own participation, which may put the total number at just below 50.
BTO’s Marketing manager Naledi Pule, who led the Botswana delegation was ecstatic, that they managed to facilitate the largest delegation to the show, an indication of growth for the local industry.
“We are here to do business, to sell destination Botswana and position it as a tourism destination of choice in the region. This is because Africa’s Travel Indaba is one of the leading travel shows in the continent in value. With the number of registered exhibitors, one cannot deny the impact Indaba has on the growth of tourism in the continent,” Pule noted.
Representing Chobe Holdings Limited, Chief Operations Officer Kim Nixon, who led the group’s participation through two of its subsidiaries Desert & Delta Safaris and Ker & Downey Botswana was also adamant they had a great show. The schedule was hectic with back-to-back meeting for the entire three days of the show, and this according to Nixon was indicative of a good year ahead.
“Some of the world’s top suppliers have come down and have been engaging with us, as partners. The feedback has been that we are well set for the year ahead. The number of guests that have been coming to our camps in Botswana exceed that of last year and the experiences in our lodges are in phenomenal condition.”
Nixon has also highlighted that building tourism business is a process that takes time and patience, together with consistent effort to build relationships with tourism partnership.
“One of the main ways to build partnerships as a business is by attending trde shows. Just this year we have attended We are Africa, ITB Berlin, and now Indaba. Of all these, Indaba is one of the most important because it brings together the key suppliers around the continent and the world’s finest buyers.”
Director of Squamater Safaris Paul Mothathobi exhibiting for the first time at the Indaba was excited at the engagements he had with the buyers. Based in Khwai, on the eastern side of Moremi Game Reserve, the safari operator believes through the productive meetings meetings they have been exposed to exponential growth in business.
A local destination management company, Nxai Trave participated for the first time at this year’s Travel Indaba was also elated and content with the interactions with agents. Melvin Guga, also impressed on the networking established with other agents from around the which stands to Nxai Travel as they sought market their products and sell tourism Botswana.
From one of the hidden corners, yet popular places in Botswana was Gantsi Grand Guesthouse from the town of Gantsi, exhibiting for the first time. Nelly Modigah shared of the anticipated benefits of her participation at the show. She hailed the show as a good experience for her business, located in an area with rich cultural tapestry as well as the Kalahari wildlife.
As the trade show drew to a close on Thursday, exhibitors headed back to their areas of operation to carry on their businesses, with the tourism season just started – the work ahead long started in earnest.
