This Tourism Week. 26 May 2011
Maybe it’s time to re-think the Indaba. Completely.
Last week’s article (Indaba 2011 – Was It Good For You?) garnered an incredible number of on-line and e-mail responses – like this one from Dave Jack of BnB Sure:
“On reading this week’s TTW I had to agree with you about Indaba being very much quieter than it seems to have been in all the years we’ve been there, and I think we have lost the plot as a tourism destination.
“After the World Cup where we did a wonderful job, we then simply sat back waiting for the visitors to pour in and that was never going to happen.
“The world was aware of us as a country offering almost anything, and that should have been the foundation for our marketing efforts – the start of our efforts and not the end of them (as turned out to be the case).
“So where to now?
“Back to the beginning and this time without the benefit of an event like the World Cup. It’s going to be very much harder this time but that’s what happens when one becomes complacent.
“The first thing that needs to happen is a massive drive towards a positive attitude towards the country aimed at every South African.
“We are our own worst enemies. We absolutely love to tell the world – and each other – how bad things are in this country.
“Let’s not kid ourselves though. Of course we have our problems. But there is nowhere in the world that doesn’t, despite what people would have us believe.
“Perhaps we should try to get audience with SA Tourism and encourage them to start a campaign of internal marketing. We have massive potential to be positive. Have a look at when Bafana Bafana or Amabokke Bokke play and people unite behind our teams. If an internal marketing campaign is successful and is done with passion, and it can’t help being so, this will spill over into external marketing done by South Africans for South Africa.
“Just a thought.”
Now, you see, this is where I have a problem with the Indaba in its present form. Leaving aside the SADC pavilion for a moment (and the SADC Pavilion is an important part of the show), I’d say that the Indaba has become too much of a showcase for inbound tourism, and not enough of a platform for domestic tourism.
The received wisdom has always been that sustainable tourism economies should draw 70% of their income from domestic tourism, and just 30% from inbound tourism.
If you look at the Indaba, I’d say that no one’s aiming at that model.
We know that the country’s overstocked with 4- and 5-star accommodation, and understocked in the 3-star market; we also know that the 3-star guys are struggling at the moment because many of the 4- and 5-star guys are charging 3-star prices (although that can’t last).
Still, you have to fill the beds. And with the airlift being what it is, there ain’t no way you’re going to be doing that from inbound tourism. Not anytime soon.
Which leaves domestic tourism.
I think it’s time the Indaba was thrown wide open to the domestic tourism market.
Where are the travel agents? Where are the professional conference organisers? Where are the corporate incentives buyers?
I haven’t meet many in my years at Indaba.
So perhaps SA Tourism could create a new class of delegate?
Call them ‘Domestic Buyers,’ give them hu-uge discounts on entrance fees (like how about R100.00 per delegate?), and make the third and fourth days of the show theirs for the taking. (And while you’re about it – give them gold coloured lanyards. Because they really are the gold standard when it comes to the sustainability of the industry).
As Dave says: ‘Just a thought.’
… Do you agree? Disagree? Violently? Good. Then post your comments in the space below.
HEADS UP (1.0)
Talking of domestic tourism, I’ve recently come across a boutique guest house in Bloubergstrand that specifically targets South African corporates and local families. For more, check out The Sir David’s web site at www.thesirdavid.co.za
HEADS UP (2.0)
As the writer of This Tourism Week, I have more years of experience of the tourism industry – and communicating for the tourism industry – than either you or I care to remember. And now this wealth of information can be yours:
I and my team are available for
- Copy writing (newsletters, media releases, corporate reports, guide books, web sites, etc.);
- Strategic communications and planning;
- Advertising design and ad placement;
- Print design (brochures, info books, maps, etc).
… contact me, martin (at) thistourismweek (dot) co (dot) za, and let’s get you talking!
Stumble It!
13 users commented in " Indaba Redux "
Follow-up comment rss or Leave a TrackbackI totally agree with your article and Dave Jack’s comments.
Not enough attention is paid to local tourism which, as you say should be 70% local and 30% inbound. Something should be done about correcting this while there is excellent value to be had.
As for Indaba, people are just plain sick and tired of being ripped-off and Indaba has become a notorious rip-off in every respect.
Jack Jordan – Access To Africa.
Martin well put and there certainly is something missing. I enjoyed Indaba this year, but probably as I was more focused, but the general consensus amongst my associates is that it was much quieter. I have always wondered about this exclusion factor that they have for locals and yes there has to be a shift in mindset to boost tourism. I would say that the SADC hall had the most buzz out of all the areas and despite Zim being hammered over the years they have remained ever optimistic with a 40% increase in tourism.
I could not agree with you more re INDABA the show now is a joke..we have not been their now for several years, only because there is not a proper meeting shcedule in place, we tend to do ILTM / ATE /ATM /Trenz where you have to do meetings and work…. we DO NOT get any support from the so called south african tourism board in london which is actually a laugh !!!! they only support the big guys unlike us who have been supporting SA for 27 years even through the apartied years
Philip Mannion
Tana Travel
Stratford upon Avon
United Kingdom
Without spending to much time on this comment. I have not visited the INDABA for the last 3 years for all the reason mentioned. My vote is for change especially letting the general public in for a reasonable fee.This would be am incentive for the marketers to cater for locals.
Norman Wallis
Sunbird Guest House
HOWICK KZN
I agre with you. Think of moving to other Provinces as well.
Hi Martin, as always, love your thoughts on 2011 Indaba. Just got back from our provincial debriefing, where we all agreed that we need to change the format. My own comments (apart from agreeing on the domestic tourism angle) is that maybe SADC was so hectic becuase this is one of the few arena’s for buyers to enegage with the SADC countries. When W/Cape was in that arena it was dead. We need more buyers; how do we achieve that – by packaging: the airlines, ground transport and hotels need to come together and reduce rates. As each year its getting more expensive, and its not just entry rates we need to factor in. best regards
Michael.
Agreed, agreed, agreed.Inviting the local trade very important at reduced costs – and at least a day, after the trade days, for the public (what use to exhibitors is having hoards of school children?)And send the show around the country.
Why not organise a road show for all delegates and transport them around the country to each exhibit? The SADC exhibition could change centres each year.
SAT needs ro rethink Indaba and stop doing same old, same old….
I agree with Norman Wallis, we have not been to INDABA for quite a few years, same old,same old. We are no longer the flavor of the month, The Tourism Board is so impressed with the past that the are not creative for the future. We are our own worst enemy, sometimes it is difficult not to be but we are in a Great Country still with massive potential for the whole world.
For over 30 years we are in tourism business and visit many trade shows every year.
Indaba is like the South African People.
Warm, friendly, open minded and without any structure. Even on the trade floor South Aficans are indeed their own worst enemies telling about crime, politics, low occupency, and likely to do business with everyone.
Hi Martin & readers,
I agree in the main with some of the comments that have issued over the past 2 weeks regarding Indaba.
BABASA as an accommodation association has attended 14 and exhibited at 12.
The build up to June July 2010 Soccer World Cup events was incredible and to say the least very expensive marketing strategies as well as infrastructure etc.
Change is as good as a holiday or so goes the saying. I do not have a gripe with the organising of the actual event, in retrospect over th past 14 years that has improved. Discusions regarding shifting Tourism Indaba expo have been an annual conversation. Durban has come to the party at each and every event that has been organised in Durban, so why move?
Let’s rather have a national tourism event that travels AND at the same time let’s request that the Tourism Minister and SAT organise the annual Tourism Conference prior or after that event.
Indaba expo regarding resources. For the micro and small sectors of the industry it is sooooo expensive to exhibit let alone attend as a delegate, so would appreciate SAT & expo organisers looking into these logistics.
Small and micro businesses in particular do not have the additional HR particularly within the PR and marketing sphere hence tagging onto their organisations. BUT you know your business best and can market better with some skills training in this department should you not have them to apply.
Opening up to this sector will bring the small and micro end of all the Tourism and Hospitality industries together.
How do other expos get it right when domestic tourism is the expos focus? Let’s learn from them instead of re-inventing the wheel. Getaway expo and some others focus more on the domestic market where these products are sold.
BUT the domestic market of services are more exposed at a national expo.
It is a case of diversify or die. Come on lets have some ideas just how we can help. Can we have proactive and positive input focus towards this end? How about it?
International focus: Okay I have a question to ask What makes South Africa unique? Just take care when you compare to other longhaul countries like S America Aus and the like.
Does 4 days need to be shortened to 3? Sat Sun Mon?
I find the conversations very interesting and food for thought and look forward to the positive.
Keep Warm
The problem with local tourism are the prices, hotels dont offer locals packages and when you do book locally during school holidays prices have sky rocketed, we still find it more cost effective to travel to europe during school holidays than to take a local holiday.
So i agrree local tourism need to be pushed and the overseas holiday goers need to be targetted.
Good article !! Attracting South Africans is what we have concentrated on for years identifying the importance of protecting our occupancy from a foreign witdrawl. We have not got to the 50%+ level yet but we are still working on it. It has taken us at least three (3) years to get out local Tourism Association to understand what we have been encouraging them to do. At last they are seeing the light! Indaba should, as you point out, have a local element to it and this is from one who has attended Indba for the past 15 years. RvH
I agree with you entirely – domestic visitors despite their importantance have been neglected. Local tourism is important. If expectations are exceeded they tell someone about it. Net result we all benefit.
Leave A Reply