Africa’s Travel Indaba 2024, Africa’s foremost travel trade show, commenced with high energy at the Inkosi Albert Luthuli Convention Centre. The event began with an exciting Trade Floor opening, bringing together delegates ready for business interactions.
– Patricia De Lille, Minister of Tourism- South Africa
Africa’s Travel Indaba was themed “Unlimited Africa,” and featured enhanced engagement sessions and networking opportunities. Honourable Tourism Minister, Patricia De Lille, in her keynote address, said, “Africa’s Travel Indaba emphasises the importance of networking, collaboration, and building bridges across borders. It is one of the powerful platforms that we must continue to use to drive and advance a positive and powerful African tourism story,”
She went on to state that the theme aptly represented the continent’s vast potential, showcasing diverse landscapes, cultures, and experiences with limitless possibilities for growth and exploration.
The opening ceremony marked the official launch of the trade floor, a central element of this pan-African showcase. The event provided a platform for tourism professionals from across Africa and around the globe to network, present their products and services, and discuss industry trends. Africa’s Travel Indaba aimed to promote the continent as an attractive destination, promote sustainable tourism development and foster business partnerships.
During the Trade Show, buyers had the opportunity to engage directly with exhibitors, discover new business opportunities, and establish connections for future endeavours. The event saw participation from about 1,261 exhibitors and representatives from 25 African countries, along with over 1,000 buyers from 55 countries. Guinea and Eritrea made their debut appearances among the African participants.
De Lille highlighted significant progress since the previous year’s Africa’s Travel Indaba, including the cabinet’s approval of the Tourism Sector Master Plan, which incorporated a recovery strategy for the post-COVID-19 era. “We also relaunched the R1.2 billion Tourism Equity Fund to support the growth of emerging tourism enterprises,” said De Lille. Africa’s Travel Indaba embodied the Tourism Master Plan in action. South Africa’s tourism sector made significant strides, working closely with the private sector. .
Additionally, Minister De Lille used the platform to provide a preview of the South African Tourism Global Brand campaign to the delegates.
She said, “A Global Brand Campaign for South African Tourism plays a pivotal role in boosting the country’s economy, enhancing our global reputation, and fostering positive relationships with visitors from around the world. In terms of the strategic alignment to the business, the Global Brand Campaign helps with the achievement the organization’s strategic goals, specifically aimed at enhancing awareness, and fostering positive perceptions.”
She added, ” In response to calls for unified and consistent brand messaging, we are pleased that we have recruited special actors to tell the uniquely South African story to tell the world why they should visit South Africa. Our new global campaign will show the world South Africa through the eye of little ones and it will showcase the true magic and wonder of our unique and diverse destination.”
Minister Patricia De Lille’s keynote address at Indaba 2024
The Minister for Tourism, Honourable Patricia De Lille, welcomed attendees at the opening ceremony of the Indaba Travel Show with an inspiring address. She expressed that everyone present shared the common goal of advancing and growing the treasured tourism sector. “We are all here with the sole aim of advancing and growing our much-treasured tourism sector,” she stated. She highlighted the magical nature of the tourism industry, noting that it “fuels dreams, connects people from different backgrounds, and inspires a sense of wonder and exploration.”
Said the Minister, “Africa’s Travel Indaba is one of the powerful platforms that we must continue to use to drive and advance a positive and powerful African tourism story. I am so pleased to say that Africa’s Travel Indaba has reached a ground-breaking achievement with the participation of 26 African countries exhibiting this year. These countries represent a total of 344 products that will be showcased an increase of 14 % compared to last year’s 301 products. A special mention goes out to Burkina Faso and Eritrea who are joining us exhibiting at the trade show for the first time.”
De Lille reminded attendees that South Africa was commemorating 30 years of freedom and democracy, a milestone achieved with the help and contributions of many nations from Africa and around the world. “This is a milestone we would have never achieved without the help and contribution of many nations from our own African continent and the rest of the world. Thank you,” she expressed.
She remarked on the significance of gathering at a venue named after Albert Luthuli, one of South Africa’s foremost proponents of freedom, and the importance of celebrating an “Unlimited Africa.” “It is so fitting that we are here at a venue named after one of South Africa’s foremost proponents of freedom, Albert Luthuli. It is even more remarkable that we are gathered here as people from various nations ready to celebrate an ‘Unlimited Africa,'” she said.
De Lille praised Africa’s Travel Indaba as a well-established event on the global tourism calendar, describing it as a “beacon of excellence and a high-value platform.” She emphasized the importance of participants’ involvement, stating, “May you never forget the value of your participation at this year’s Africa’s Travel Indaba.”
Reflecting on the previous year’s impact, De Lille highlighted the show’s direct contribution to the South African economy, projected at R408.6 million, with an additional R776.4 million expected from indirect and induced impacts. “This is the value you bring to this show,” she noted.
She underscored tourism’s role in job creation, mentioning that last year’s Indaba resulted in the creation or sustainment of approximately 2,295 jobs, comprising 1,374 direct, 186 indirect, and 735 induced jobs. Addressing exhibitors, she said, “One of the hallmarks of Indaba is the presence of high-quality buyers from various parts of the world.”
She went on to emphasise, “The Department of Tourism has funded the participation of 120 South African small to medium enterprises to exhibit their tourism offerings at this year’s Africa Travel Indaba and gain exposure to a wide-ranging network of tourism trade industry players from all over Africa and the world. Africa’s Travel Indaba provides a platform for African tourism product owners to meet with global buyers who will have a wide variety of products and experiences to engage with.”
De Lille encouraged exhibitors to utilize the show’s advanced technology to form meaningful connections with international buyers. “I encourage you to make full use of all the systems in place and take advantage of the show’s advanced technology to carve out meaningful connections with these valued buyers who have a keen interest in our continent,” she urged.
She also addressed local and international buyers, highlighting the fully sold-out floor space and the impressive array of exhibitors showcasing the continent’s diverse leisure tourism products. “With over 1,100 exhibitors from across Africa, the event serves as a showcase of our collective offering,” she said.
As the trade floor opened, she wished all delegates success in optimizing networking and collaboration opportunities. “As you start your first day on the trade floor today, may you optimise the unparalleled opportunities for networking and collaborating, for growth,” she encouraged.
De Lille invited all delegates to celebrate the richness and diversity of the African tourism sector and explore the beautiful city of Durban and the province of KwaZulu-Natal. “Known for its warm hospitality, stunning attractions, and rich cultural heritage, this province offers a wealth of experiences waiting to be discovered,” she said.
She concluded by inviting visitors to take a piece of South Africa back home, encouraging them to visit the Sustainability Village. “Visit the Sustainability Village and buy made-with-love goods to take home for your loved ones,” she suggested.
To fellow South Africans, she expressed gratitude for their hospitality, saying, “Thank you for your continued hospitality and always standing ready to receive our visitors from various parts of the world with open arms.”
De Lille extended her warmest wishes for a successful and rewarding experience at Africa’s Travel Indaba 2024, hoping for fruitful connections, inspiring encounters, and unforgettable memories. “May your time here be filled with fruitful connections, inspiring encounters, and unforgettable memories,” she concluded.
Empowering African Tourism: A Call to Action at Indaba 2024
The Deputy Minister of Tourism, Fish Mahlalela, emphasized the need for the African continent to boldly showcase its offerings to the world. Mahlalela, the keynote speaker at the Business Opportunity Networking Day (BONDay), set the stage for the Indaba Travel Show. He stated, “It is up to us as Africans to open the world’s eyes to what we have to offer as a continent and take charge of the narrative because only when we are proactive, will we control our destiny.”
Africa’s Travel Indaba 2024 (ATI) showcased a wide array of Africa’s best tourism products, attracting African exhibitors, international and local buyers, and media from across the globe. Mahlalela highlighted the significance of the event, saying, “There is no more opportune time to do that than at Africa’s Travel Indaba, which takes place during May, which significantly, is also Africa Month. Today, we gather not merely as representatives of businesses, but as catalysts of change, and architects of a future defined by cooperation and collective success.”
Mahlalela also stressed the importance of transformation in the South African economy for the tourism sector to thrive. He noted, “Transformation becomes a necessity in South Africa because there is inequality and poverty.” Despite the challenges, he acknowledged progress, with the development of small businesses and the encouragement of tourists to visit township enterprises.
Stimulating Local Economies Through The Tourism Value Chain
Nombulelo Guliwe, CEO of South African Tourism, emphasized the importance of effective collaboration for a thriving tourism economy. She highlighted that Africa’s Travel Indaba 2024 served as a catalyst for advancing fair trade, women empowerment, sustainability, and addressing climate change issues. Guliwe noted that the event provided a platform for gathering knowledge across the entire spectrum of the tourism and hospitality industry, offering delegates opportunities for growth while positively contributing to the GDP.
She remarked that the Business Opportunity Networking Day (BONDay) represented the acknowledgement of tourism’s vital role in enhancing livelihoods. Guliwe asserted, “It is indisputable that by creating job opportunities and supporting local businesses, tourism enhances livelihoods and fosters economic empowerment – this lies at the core of Africa’s Travel Indaba.”
Nombulelo Guliwe highlighted tourism as a catalyst for job creation. She participated as a panellist in a discussion titled “Stimulating Local Economies Through The Tourism Value Chain.” Guliwe remarked, “Platforms like Africa’s Travel Indaba and other South African Tourism-owned trade shows as well as those we participate in are important for creating an enabling environment for people in the sector to have access to information.” She underscored the importance of awareness of the roles each participant plays in the tourism ecosystem.
Key highlights of Africa’s Travel Indaba 2024
Business Opportunity Networking Day
The Business Opportunity Networking Day, held as part of the Indaba Travel Show, focused on education with curated content on topics and trends shaping the tourism industry. This initiative aimed to upskill businesses and equip them with the necessary knowledge and expertise to thrive in the tourism sector.
Speed Marketing Sessions and Match-Making Diary
Speed marketing sessions between buyers and exhibitors, as well as among exhibitors themselves, were a highlight. These sessions, including the hidden gems zone with about 120 SMMEs from across South Africa, facilitated access and supported the development of small businesses and entrepreneurial ventures within the tourism sector, stimulating economic growth and job creation.
The match-making diary allowed exhibitors to arrange pre-scheduled meetings with key decision-makers from major tourism source markets, enhancing networking and business opportunities.
Active participation from the 40 strong Indian Trade Partners at Africa’s Travel INDABA 2024
This year, Indaba hosted over 40 Indian trade partners. The Indian contingent engaged with over 950 exhibitors, including opinion leaders, tourism board decision-makers, and representatives from African countries like Zimbabwe, Zambia, Lesotho, and Swaziland.
In a significant, strategic shift in South African Tourism’s play in the Indian market, nearly 95% of the contingent consisted of buyers from tier 2 and tier 3 cities. This move aimed to spotlight the immense potential and opportunities these new source regions of India present. South African Tourism has set a target to attract 100,000 Indian tourists in 2024, with promotional efforts focusing particularly on tier II cities in India.
Neliswa Nkani, Hub Head – Middle East, India, and Southeast Asia for South African Tourism, underscored this goal when she said, “India stands as a strategic market for South African Tourism” envisioning even greater possibilities. Africa’s Travel Indaba isn’t just about showcasing South Africa – it’s about forging deeper connections and we see a massive opportunity in India’s tier 2 and tier 3 cities. These territories hold ample promise— a new generation of eager travellers seeking unique experiences.”
She emphasized that through partnerships with Indian travel agents in these emerging markets, the aim is to explore South Africa’s lesser-known regions and create enriching experiences for Indian trade partners to promote. She noted that this strategic alliance capitalizes on the momentum from a remarkable 43% increase in inbound travellers from India in 2023, which has bolstered South Africa’s position as one of the top three focus markets for the country. With this targeted approach, she expects even more substantial growth in the coming years.
The delegation also reflected South Africa’s recognition of India’s growing appetite for outbound tourism and its potential as a key source market. Including buyers from cities such as Chandigarh, Lucknow, Jaipur, and Surat underscored South Africa’s focus on expanding its reach beyond traditional metropolitan hubs.
India has emerged as a significant driver of growth for South African tourism, with Indian travellers constituting the largest demographic of international adventure enthusiasts in the region. Committed to highlighting the nation’s hidden gems, South African Tourism aims to promote these unique destinations through the perspectives of Indian visitors to encourage more tourism from India. Recognizing the increasing appetite for unconventional experiences among millennials and Gen Z travellers, South African Tourism has intentionally tailored its initiatives to spotlight lesser-known, uncharted regions.
At an interaction with the international media delegation at Indaba, Minister for Tourism, Patricia de Lille, said that the South African government was actively working to streamline the visa application process for Indian tourists, aiming to boost regional visitor numbers. She announced initiatives to speed up visa clearances and introduce a targeted E-Visa system for Indian travellers.
In the initial quarter of 2024, South Africa recorded the arrival of 16,000 Indian visitors, signalling an increased interest from India. Highlighting this information, The Minister shared that the Tourism Ministry is considering a proposal allowing a visa waiver for up to 90 days for travellers from India and China. This proposal, still under review by the President, could align Indian visitors with tourists from Russia and Brazil, who currently enjoy similar visa waivers.
Moreover, the possibility for Indian tourists to extend their visas while in South Africa is on the horizon, enhancing flexibility for longer stays. Despite the historical dominance of the United Kingdom, United States, and Germany as the primary sources of non-African tourists, there has been a noticeable uptick in visitors from India and China. Facilitating easier visa access is expected to further increase these numbers.
Minister de Lille cautioned that while significant progress is being made, the visa reform process involves coordination across multiple government departments and ministries, indicating that changes may require some time to be implemented fully. Nonetheless, the initiatives to make the visa process more efficient are progressing steadily.
Working in tandem with these efforts, Neliswa Nkani emphasized the close collaboration with the Consulate General in Mumbai, noting the strategic proximity of their offices—hers on the 10th floor and theirs on the 9th—to facilitate easy communication. She highlighted the importance of streamlined visa processes to attract more than 100,000 visitors, ” Without an effective business process, achieving these numbers would be challenging,” she said.
Underscoring the fundamental role of visas in boosting tourism and business, Neliswa Nkani explained, “Our Minister has consistently supported prioritizing the e-visa issue because it’s crucial for our growth. Indian visitors will favour destinations where they feel welcome and entry is straightforward,”
Another interesting initiative vis a vis African destinations in the Indian market was the launch of multi-country itineraries in Africa by leading Indian travel companies. Neliswa Nkani said that she fully supported the initiative, adding ” South Africa wins. Africa wins. Africa wins South Africa wins. We have neighbours like Lesotho, Eswatini, Botswana, Mozambique, Zimbabwe and Namibia. We are happy to package the USP to launch new and exciting itineraries.”
The Indaba 2024 Tourism Investment Seminar
The 2024 Africa Travel Indaba provided a platform for the Department of Tourism to host its first Tourism Investment Seminar since the onset of the Covid-19 pandemic. This seminar updated stakeholders on the Department’s tourism investment promotion and facilitation initiatives, which contributed to the President’s target of attracting R1.2 trillion in direct investment into the economy over five years, starting in 2018. This target was reached and surpassed in April 2023, with tourism making a significant contribution.
The Deputy Minister of Tourism, Fish Mahlalela said, “South Africa is open for tourism investment. We look forward to engaging stakeholders and investors on Wednesday in meeting room 12 at the Durban ICC to share insights on the lucrative investment opportunities that exist in South Africa.”
The 2024 Tourism Investment Seminar aimed to promote South Africa as a preferred destination for tourism investment by highlighting opportunities around major attractions, particularly in underdeveloped areas with high tourism potential. It also aimed to match potential investors with specific tourism investment projects.
The seminar explored how investment by the government and the private sector could enhance South Africa’s tourism offerings and benefit local economies in lesser-visited small towns, dorpies, and villages near major attractions. The Deputy Minister of Tourism, Fish Mahlalela said, “As a Department, we invested R120 million to beautify and maintain tourism spaces within South Africa’s National Parks (SANParks). This government initiative led to a private sector injection of R1 billion in infrastructure projects in and around the Kruger National Park.,”
The seminar also addressed regulatory, financial, and infrastructure barriers that hinder private sector investment in tourism. Discussions included issues like long-term leases on state-owned land to unlock additional funding from development finance institutions and commercial banks, and security of tenure, which is crucial for capital-intensive projects such as accommodation establishments and airports, where return on investment takes at least eight years.
The Government Tourism Investment Program (GTIP) assisted 173 tourism businesses across the country with electricity and water solutions, with a total grant value of R104,285,673, reducing input costs and increasing operational sustainability and competitiveness.
Airline Pavilion highlights at Indaba 2024
An important highlight of the Indaba 2024 Travel Show was the Airline Pavilion, focusing on the critical need to improve air access in Africa and for global connections. Air access remains a significant area requiring urgent attention to enhance connectivity.
The African Ministers’ Dialogue, saw participation from African Tourism Ministers and leaders from the global aviation industry. They engaged in discussions on improving air access across the continent. Honourable Patricia De Lille emphasized, “The time for talking is now over and it is time to finalise agreements and implement an enhanced air access system for Africa.”
Air connectivity in Africa exceeded its 2019 levels, reaching 104% in March 2023. South Africa aimed at establishing mutually beneficial strategic partnerships. An example highlighted was the codeshare agreement between Kenya Airways and South African Airways (SAA), which established direct flights between Nairobi and major South African cities, enhancing accessibility and convenience for travellers, and stimulating tourism between the two countries. Additionally, SAA recently resumed direct operations to Australia, with the first flights taking off at the end of April.
Several new routes have been launched in South Africa since the last Africa’s Travel Indaba:
- SAA commenced Johannesburg to Sao Paolo flights on October 31, 2023.
- In September 2023, SAA announced the launch of the Abidjan, Côte d’Ivoire route, flying three times weekly, which started in November 2023.
- Airlink announced a new route from Mbombela to Johannesburg and Mozambique, set to launch in July 2024.
The Airline Pavilion facilitated connections between aviation industry players and key decision-makers from across the continent and the globe. South Africa boasts seven active domestic airlines connecting over twenty cities. There are over 17.5 million seats available for domestic flights in South Africa, though this remains 19% below pre-pandemic levels. Internationally, South Africa has 41 markets with active direct routes.
Despite key markets such as India, Canada, Spain, Italy, and Russia lacking direct airlines, ongoing efforts with stakeholders in both the public and private sectors aim to address this gap. Over eight million seats are available for international flights to South Africa, an 8% increase from 2023 but still 14% below pre-pandemic levels.
Airlink, Emirates, and Ethiopian Airlines remain the top airlines for travel to South Africa, with SAA remaining a key airline on the continent.
Indaba 2024 Closing Media Wrap-Up
During the concluding media briefing of Africa’s Travel Indaba 2024, a panel featuring Nombulelo Guliwe, the Chief Executive Officer of South African Tourism, Phindile Makwakwa, the Chief Operations Officer of Tourism KwaZulu-Natal; Winile Mntungwa, the Deputy Head of Durban Tourism; and John Aritho, the Chief Operations Officer of the Inkosi Albert Luthuli International Convention Centre (Durban ICC), shared insights on the event’s outcomes.
“The economic activities initiated by Africa’s Travel Indaba, spanning event infrastructure, accommodation facilities, restaurants, and shuttle services, surpassed our early conservative estimates. The direct economic impact on the city amounted to R226 million, with a secondary impact adding another R333 million. In total, the city’s GDP saw an uplift of over R500 million, signifying substantial economic benefits and the creation of over 1,000 jobs, primarily benefiting the youth,” declared Winile Mntungwa, Deputy Head of Durban Tourism.
Mntungwa elaborated that the economic benefits extended beyond the central city area, positively affecting township and rural tourism and hospitality ventures such as The Silokazis and Octavia Boutique Hotel in Inanda, Max’s Lifestyle at the core of uMlazi, and the Coastal Resort in Umgababa, which accommodated delegates of the travel exhibition.
“We remain dedicated to showcasing the finest tourism products and experiences from across the African continent, and this year, we solidified our leadership with a 9% increase in the participation of African countries at the trade show. Our heartfelt thanks go to all our partners. This marked increase mirrors the vigorous expansion of the African tourism industry,” mentioned Nombulelo Guliwe, Chief Executive Officer of South African Tourism.
Phindile Makwakwa, Chief Operations Officer of Tourism KwaZulu-Natal, also spoke, saying, “KwaZulu-Natal is perfectly positioned to host Africa’s Travel Indaba, thanks to the province’s diverse cultural experiences and historical importance, a broad array of tourism offerings, top-tier venues and facilities, and the hospitality of our people. We are eagerly anticipating a larger and more impressive Indaba in 2025.”
Makwakwa advocated for making Durban the enduring venue for Africa’s Travel Indaba, expressing confidence in the collaborative efforts of South African Tourism, Tourism KwaZulu-Natal, the City of Durban, and the Durban ICC.
The event underscored Africa’s Travel Indaba 2024 as a pivotal platform for economic development, job creation, and promoting premier African tourism experiences.
Tourism Indaba 2024 – Statistics January to March shared at Indaba 2024
The latest international arrival figures by Statistics South Africa for January to March 2024 indicated a robust and growing tourism sector. International tourist arrivals totalled 2.4 million, a 15.4% increase compared to the same period in 2023. For 2023, South Africa welcomed over 8.5 million tourists, with 6.4 million from the rest of the African continent.
From January to March 2024, 1.8 million tourist arrivals were from Africa, representing 74.5% of all arrivals. Zimbabwe and Ghana showed significant growth, with Zimbabwe experiencing a 21.8% increase and Ghana a 249.4% surge in arrivals. The visa-waiver scheme between South Africa and Ghana, announced on November 1, 2023, contributed to this increase, allowing citizens to travel visa-free for up to 90 days within a calendar year for business or tourism purposes.
Tourist arrivals from the Americas exceeded 118,000, reflecting a 12.4% growth. Europe saw more than 420,000 tourist arrivals, an 8.6% increase, with the United Kingdom and Germany being the top source markets. Asian markets also showed significant growth, with over 49,000 arrivals, a 25.4% increase, including 16,209 tourists from India and an 82% surge in arrivals from China.
Read More: News
