Insights from Africa’s Travel Indaba

To land at Durban’s King Shaka International Airport on 8 May is to know exactly what’s afoot in the coastal city.

The words “Africa’s Travel Indaba” greet you from the airport terminal walls and lead the way as bright stickers, guiding a surge of travel industry buyers, delegates, tour operators, writers and influencers towards a group of hotel shuttle drivers with name boards held aloft.

“Southern Sun Elangeni?” inquires a shuttle driver with a smile. For the next few days, among a splash of travel industry stakeholders, the sprawling beachfront hotel will be home to a selection of continental media and influencers invited by South African Tourism. The gig is to attend the three-day trade show at Inkosi Albert Luthuli International Convention Centre before an exploratory mission to Tsitsikamma.

At the last count, this year’s Africa’s Travel Indaba (8 to 11 May) hosted 8 629 delegates, 1 023 exhibitors, 1 000 international buyers, 21 000 meetings and included travel companies, airlines, tour operators, tourism boards and destination marketers from 22 African countries.

Kaino Iipinge – SES Travel

For the duration of the annual industry meeting, shuttles spirit delegates to the convention centre where the indaba seems to burst at the seams. Traditional dancing and drumming augments the air of celebration at the entrance and inside large LED screens repeat the phrase ‘Unlimited Africa’ amid a montage of some of the continent’s natural charms.

In the wake of the travel-slowing effects of the pandemic, the idea of African unity and collaboration is one that takes centre stage at the 2023 indaba which highlights ‘Shaping Africa’s Tomorrow, Through Connection Today’ as its mantra.

South African tourism minister Patricia de Lille, who delivers a number of keynote speeches, attends press conferences and goes head to head with CNN International’s Richard Quest and CNBC Africa’s Zanele Morrison during panel discussions, wants the idea of “Brand Africa” to be one stakeholders take with them.

“How do we, as a collective, collaborate to promote Brand Africa as a continent?” asks De Lille during an address.

“Let me use the European Union (EU) as an example. You have an EU Schengen visa, so in a week you can travel in four different countries. I said to the minister of Mozambique now, we are so close to one another, we should have a plan whereby my duty from the South African side is to persuade South Africans to go to Mozambique and vice versa,” she says.

“We need to do a lot more than that. I think it’s a good thing that the people of the continent are not waiting on us to do all of these fancy things. People are moving.”

Africans are moving. In the first quarter of 2023 (January to March), South Africa was host to 2,1 million arrivals – 1,6 million of those visitors were from Africa, and 36 192 were from Namibia.

While Africa’s Travel Indaba is a platform from which to underscore tourism as a major economic driver and job creator, share promising statistics and travel trends, as well as the ideals of a collaborative continental tourism industry, it is also a site in which to discuss sector challenges.

From the heated questions emanating from the floor, chief among them are the lack of accessibility, restrictive costs and the long turnaround time for African visas, as well as the challenge of insufficient airlift access and capacity which raises continental flight costs and travel time and ultimately deters visitors.

“Despite some challenges, there are some positive developments in the African aviation sector,” said De Lille. “The African Union has launched the Single African Air Transport Market which aims to liberalise air transport on the continent and promote greater competition and connectivity.”

Though Africa’s Travel Indaba is a lot of talk, including a wealth of speed marketing, connection and thought leadership sessions, workshops, indaba awards and keynote speeches on topics ranging from sustainability, inclusivity and women in tourism to market access and investment, De Lille urged delegates and stakeholders to focus on implementation.

There’s no doubt that the rhetoric at Africa’s Travel Indaba is heady.

But in the main conference centre and in the continental exhibit hall, it’s all business.

Past an entertainment hub, drinks tent and outdoor market, some of Africa’s best tour companies and operators vie for the attention of potential buyers. Zambia, whose stand boasts a large display of the Victoria Falls and a bank of compelling representatives, wins best international booth amid a sea of stalls teasing the lures of Mozambique, Kenya, Botswana, Malawi and more.

SA Minister of Tourism Patricia de Lille

NETWORKING

At the Namibia stand, hosted by the Namibia Tourism Board (NTB) alongside a number of local travel industry stakeholders, home is a hot ticket.

In an impressive invitation, NTB makes three lucky draw winners’ travel dreams come true with a trio of all expenses paid trips to the country with stays at Gondwana Collection, Safari Hotel, Naankuse, Namibia Wildlife Resorts and Uakii Wilderness Safaris.

Amid the big local tourism names is a young woman with blue hair who catches the eye. Kaino Iipinge, the founder of SES Travel, is a first-time Africa’s Travel Indaba exhibitor and a mum of three who hails from Ongwediva

Iipinge’s presence speaks to a number of indaba ideas including changing the face of African travel, diversifying local travel beyond the well-worn paths, decentralising travel with a focus on hidden travel gems that benefit the local community and uplifting women in tourism.

“I started this company in 2020 when Covid hit. It was hard but I’m here now. I am learning a lot, experiencing a lot and also getting a lot of contacts. People want to come to Namibia. People want to travel the world. People want to actually experience Africa as well,” says Iipinge, who attended with some support from the NTB.

“I came here to network so I am able to work with other travel agencies in different countries. I was able to attend most of the talks about sustainability in Africa and how we can recover from Covid,” she says.

“Sometimes, you think you’re stuck but I know there’s a lot of people who are also trying to get back on track, especially in the travel and tourism industry, since everyone was affected [by the pandemic],” Iipinge says.

“I’m happy that I was able to come and attend and listen to different people from different parts of the world. My experience was very wonderful and I am going to come back next year.”

Chatting to the hosted media who join me on city immersions to Florida Road’s parade of vibey restaurants and hip bars on to shisa nyama in Umlazi and who cheer as I hurl myself off a bridge in Tsitsikamma, a travel campaign that seems ripe for replication is South African Tourism’s ‘Sho’t Left’.

The initiative, whose tagline is ‘It’s Your Country, Enjoy It’, designates a national travel week and invites local tourism companies and operators to stoke diverse and inclusive domestic travel with a slew of travel discounts, deals and campaign experiences which encourage locals to explore their own backyard, especially the hidden gems.

After three days of the trade show, most delegates are keen to head home. Not because Durban isn’t a gem of beautiful beaches, friendly people and diverting nightlife, rather to incorporate the data, angle towards the trends and put learning into practice ahead of next year’s triumphant return to Africa’s Travel Indaba.

Kaino Iipinge at Africa’s Travel Indaba

Stay informed with The Namibian – your source for credible journalism. Get in-depth reporting and opinions for only N$85 a month. Invest in journalism, invest in democracy –
Subscribe Now!

Latest News