BY GREGORY AUSTIN NWAKUNOR
IN the 70s and 80s, South Africa was considered a pariah state. Though the country had a relatively strong economy, many still did not see it as a destination choice because of systematic racial segregation policy that was practised.
However, everything changed in 1994, when a free and fair election held. Since that historic election, which brought Nelson Mandela and his rainbow government, South Africa has become a rallying point for a continent based on democracy and respect of citizenship and human rights, regardless of race, gender or religion.
Also, the country has not looked back in its attempt to attract tourists and foreign investment.
Briefing the South African Parliament on March 1, the Minister of Tourism, Marthinus van Schalkwyk, reported that South Africa recorded a 15.1 per cent increase in tourist arrivals to the country last year.
“In 2010, we saw more than eight million tourist arrivals, compared to just over seven million in 2009. This compares very well in international terms. Figures from the United Nations World Tourism Organisation (UNWTO) show that global tourism arrivals are estimated to have grown by 6.7 per cent in 2010, which means that South Africa outperformed the global market by more than 8 per cent.”
In February, Johannesburg played host to Meetings Africa, the continent’s premier yearly business tourism expo, which exceeded expectations this year.
Van Schalkwyk said business tourism is a key driver for tourism growth and development, and South Africa's economy could benefit by over 1 billion rand in the next five years.
The Minister, who spoke at the opening ceremony of Meetings Africa 2011, said over 7.3 million tourists visited South Africa between January and November last year.
"We have already secured almost 200 meetings and conferences in South Africa over the next five years, attracting more than 300,000 delegates to our country.
"The potential economic impact of these confirmed meetings and conferences is more than R1.6 billion."
The Minister expects South Africa’s inclusion as the fifth country in the powerful Brazil, Russia, India and China (BRIC) partnership to boost business. These countries account for 40 percent of the world’s population and annual global GDP and are set to become the global growth engine.
“Collectively, these countries are expected to outperform major industrialised economies over the next two years. South Africa stands to gain tremendously from our inclusion into the BRIC partnership. Amongst others, we expect that increased levels of trade and investment activity between South Africa and the other partner countries will also lead to increased business travel and business meetings.”
According to Nomasonto Ndlovu, Global Business Tourism Manager at SA Tourism, the success of Meetings Africa will ensure that South Africa remained well placed to cement its position as one of the most intriguing and dynamic business tourism destinations in the world.
“Tourism contributed an estimated 7.7 per cent to South Africa’s Gross Domestic Product in 2010. Business tourism will no doubt play a role in getting more visitors to South Africa. We have always maintained that it is imperative that we leverage the success and learning of the World Cup, especially in the tourism industry in South Africa. It is clear business tourism has been bolstered by a new sense of energy and direction and I believe this will make a significant contribution to consolidating our continent’s position in the global arena and demonstrating our capabilities in terms of hosting international events.”
Ndlovu adds, “we have already secured almost 200 meetings and conferences in South Africa over the next five years, attracting more than 300 000 delegates to our country. The potential economic impact of these confirmed meetings and conferences is more than R1.6-billion.”
Come May 7 to 10, this edition of Indaba, Africa’s top travel exhibition, will open at the Inkosi Albert Luthuli Convention Centre, Durban. The trade expo is expected to see more exhibitors than ever, as more than 13,000 international visitors and worldwide media have indicated intention to participate in the travel and trade fair.
Indaba, which means ‘meeting’, is regarded as the third largest tourism show in the world. It is SA Tourism’s biggest yearly event showcasing all aspects of South African tourism. It was named recognised as being the best travel and tourism show in Africa in 2008 and 2009 by the World Travel Awards.
The tourism-marketing event has recently added two international pavilions at WTM in London and at ITB Berlin.
Exposure at these international exhibitions represents a unique opportunity for South Africa to showcase their latest offerings and services.
The management of the event was recently taken over by Witch and Wizard Creative, which is a new name for the same team, which successfully managed the event under the Kagiso Exhibitions banner for the previous six years.
Commenting on these latest developments, Zaida Enver, Chief Operating Officer of Witch & Wizard Creative said: “Winning the SA Tourism tender for INDABA is a huge feather in our cap as a newly formed, relatively small exhibitions company. But, we believe we were awarded the tender because of our past success and confidence in the continuity of the management team.
She added, “given its importance and prominence, we are therefore highly aware of the responsibility on our shoulders to ensure that the success of Indaba continues unabated in the future; we have raised the bar and would continue to do so.”
Previously over 2,300 exhibitors took part at Indaba and Enver believes that there is still room for further growth in exhibitor numbers as the country’s tourism industry continues to grow, especially on the back of last year’s World Cup.
The new management team will offer exhibitors a wide range of complimentary services from other group companies such as audio visual production, public relations, set building, equipment hire, hiring of celebrities and entertainers and event management, all of which form part of the group’s existing services.
“In addition to the professional management of the INDABA event, exhibitors can now plug into a seamless range of ancillary services to ensure that their exhibit receives maximum attention from visitors,” said Enver.
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