INDABA Exhibitor Briefing. Slide no. 1 © South African Tourism 2012 1 Contents Introduction INDABA 2012 Over view of INDABA 2012 Media Coverage of INDABA

INDABA Exhibitor Briefing

Slide no. 2 © South African Tourism 2012

2

Contents

• Introduction

• INDABA 2012

• Over view of INDABA 2012

• Media Coverage of INDABA 2012

• International Buyers

• International buyers Statistics for INDABA 2012

• What are international buyers looking for?Type of Companies Provinces

• INDABA 2013

• Exhibitors


• Benefit for TOMSA levy Payers


Visitors

The purpose of trade shows are to create a single meeting platform

for the travel trade value chain

Visitors

Outbound Tour Operators

MediaStakeholders

Exhibitors: Tourism Product

AccommodationAirlines

In bound Tour Operators

Exhibitors

Introduction • INDABA is one of the largest tourism marketing events on the

African calendar and one of the top three ‘must visit’ events of its kind on the global calendar.

• It showcases the widest variety of Southern Africa's tourism products, and attracts international visitors and media from across the world.

• INDABA is a business to business event that attracts well over 10 000 delegates from the travel tourism and related industries.

• INDABA is owned by SA Tourism.

• The host city is contracted every five years and the current host is Durban. The bid parties together with Durban Tourism are Tourism Kwazulu Natal, Durban International Convention Centre and the Department of Economic Department and Tourism for KZN.

• The exhibition management services is contracted out every three years. Currently Witch and Wizard Creative provides this service until 2013


• Maintain INDABA’s status as one of the top three exhibitions of its kind on the international travel trade tourism calendar.

• To align all strategic partners and stakeholders from both government and private sectors to ensure that there is a focused partnership approach to create growth in the tourism sector. Ensure the right product mix is available to attract buyers.

• Showcase and promote Southern Africa as a prominent destination to the international market in an effective exhibition environment. To leverage on existing relationships with key local and international stakeholders to maximize awareness and to ensure visitors, especially key buyers, are able to take maximum advantage of the opportunities and deals on offer – facilitating the ‘buyer / seller’ networks and sustainable transactions.

• To aggressively grow the number of ‘quality’ International Buyers. Growth to be sourced from South African Tourism’s key global markets, namely: UK, USA, Germany, France, Netherlands, India, Japan, China, Australia, Canada, Kenya, Nigeria, Brazil, and Africa.

• To align with the business objectives of exhibitors and become a conduit for exhibitors to achieve real value and return on their investment

Objectives of INDABA


INDABA as compared to Key Global Tourism Exhibitions

Business to BusinessBusiness and

Consumers

Slide no. 7

SUMMARY: INDABA/TOTAL VALUE &EDITORIAL COVERAGE

CLIPS AVE VALUE PR VALUE

PRINT 221 R3,822,215.21 R11,466,645.63

BROADCAST 230 R6,746,056.31 R20,238,168.93

ONLINE 102 R1,650,478.16 R4,951,434.48

TOTAL 553 R12,218,749.47 R36,656,248.41

A total of 2011 twitter posts in 2012, up 47% on 1380 posts in 2011


8

Contents

• Introduction

• INDABA 2012

• Over view of INDABA 2012

• Media Coverage of INDABA 2012


• International buyers Statistics for INDABA 2012

• What are international buyers looking for?Type of Companies Provinces

• INDABA 2013

• Exhibitors


• Benefit for TOMSA levy Payers

9

There were -7.9% less visitors that attended Indaba 2012 compared to 2011

Note: International Travel Buyers include Buyers, Indaba Club Members and International & New International DelegatesNote: In 2010 & 2011, 2 in each year were Guests since “does not operate anywhere”Source: Indaba registration database

The decrease in the number of visitors was driven off decreases in all categories except Media and Local Trade

Type of visitors to Indaba

0

1 000

2 000

3 000

4 000

5 000

Visi

tors

2010 3 851 2 306 642 371 380 150

2011 4 043 2 545 658 391 284 163

2012 3 722 2 238 709 350 292 133

% Change 12 vs. 11 -7.9% -12.1% 7.5% -10.5% 2.8% -18.4%

Total visitorsInternational travel

buyersMedia

Allied Industry Associate

Local TradeGovernment

Representative

10

The number of international travel buyers decrease by -12.1% driven by decrease in all categories

International travel buyers

Buyers Indaba Club Member International Delegates

2010 2 306 793 364 1 149

2011 2 545 942 353 1 250

2012 2 238 753 347 1 138

% Change 11-12 -12.1% -20.1% -1.7% -9.0%

0

500

1 000

1 500

2 000

2 500

3 000

Vis

ito

rs

International Travel Buyers to Indaba

Note: International Delegates include 530 New International Delegates in 2012Note: Indaba Club: INDABA Club is for people who have come to INDABA on more than one occasion, that is the travel buyers. Indaba Club Members get access to the lounge and other loyalty rewards.Buyer: is a person; who is based in SA; who represents a T&T firm that operates outside SASource: Indaba registration database

11

USA Brazil Canada AustraliaChina (incl Hong Kong)

India J apan UK GermanyNetherland

sItaly France Sweden

2010 185 53 24 57 31 28 15 308 160 96 49 37 18

2011 174 49 26 69 22 38 24 290 160 107 56 51 20

2012 172 51 27 64 29 35 25 260 146 104 62 51 19

% Change 11-12 -1.1% 4.1% 3.8% -7.2% 31.8% -7.9% 4.2% -10.3% -8.8% -2.8% 10.7% 0.0% -5.0%

0

50

100

150

200

250

300

350

400

Visi

tors

Country where the visitor company is based

There was a increase in the number of visitors from Brazil, Canada, China (incl HK), Japan and Italy; all other countries had less representatives in 2012 than in 2011 besides France remained stable

Americas Asia & Australasia

Europe

Source: Indaba registration database

12

There was a decrease in the representation from most countries in Africa with the exception of Tanzania, Uganda, Zambia and Swaziland

Zimbabwe Botswana Nigeria Tanzania Namibia Mozambique Kenya Uganda Zambia Swaziland

2010 78 86 92 34 61 44 46 21 27 19

2011 109 95 77 36 55 49 40 15 25 18

2012 88 83 64 49 47 40 37 31 27 25

% Change 11-12 -19.3% -12.6% -16.9% 36.1% -14.5% -18.4% -7.5% 106.6% 8.0% 38.9%

0

20

40

60

80

100

120

Visi

tors

African country where the visitor company is based

Source: Indaba registration databaseNote: The number does not add to the total because there are other visitors that were from smaller countries not represented here

13

The international travel buyers who attend Indaba mainly hold managerial positions or marketing and sales positions

Job function of International Travel buyers to Indaba 2012

54%

35%

16%

9%

34%

12%

8%

55%

32%

14%

8%

56%

0%

12%

24%

35%

47%

59%

Executive/ managerial Marketing & Sales Product packaging Administration

% re

spon

ses

2010

2011

2012

Source: Indaba registration databasePlease note that multiple responses were allowed from 2010 – 2012N= 2,306 in 2010, N= 2,545 in 2011, N= 2,238 in 2012

14

There were 1,853 visitors that represented South African companies. Of these visitors, majority were buyers, media and local trade*

39%

19%

24%

12%

6%

45%

14%

22%

13%

6%

38%

15%

30%

11%

6%

0%

10%

20%

30%

40%

50%

60%

Buyer Local Trade Media Allied Industry Associate

Government Representative

Vis

itor

s

Visitor category of the South Africa-based companies

2010

2011

2012

.

Source: Indaba registration database Note: N=1,903 in 2010, N=2,028 in 2011, N=1,853 in 2012Buyer: is a person; who is based in SA; who represents a T&T firm that operates outside SA*Local trade: is a person; who represents a South African firm that operates in SA; who is buying product for the inbound market or the domestic market

The number of local trade and media increased in 2012 while the number of buyers and allied industry associate decreased. Government representatives

has remained stable since 2010.

15

There is a good match between the kind of product that visitors want, and what was available at Indaba 2012

Type of companies that visitors are interested in seeing at Indaba 2012

0%

10%

20%

30%

40%

50%

60%

70%

80%

% re

spon

ses

2010 79% 70% 63% 53% 47% 48% 39% 39% 43% 41% 34% 38% 34% 30% 26% 28% 22% 22%

2011 74% 66% 58% 49% 46% 45% 38% 38% 37% 36% 34% 33% 29% 25% 24% 24% 21% 19%

2012 74% 67% 59% 50% 47% 47% 39% 39% 36% 37% 33% 34% 28% 25% 23% 23% 22% 17%

Accommod

ation

Game

Lodge /

Nature

Tour

Operator

Tourist

Attraction

Tourism

Marketing

Organisati

National

Tourism

Authority

Regional

Tourism

Authority

Provincial

Tourism

Authority

TransportTravel

Agent

Industry

Associatio

n

Online

Travel

Conferenc

e Facility

Restauran

t

Informatio

n Office

Media

Publicatio

n

Local

Publicity

Associatio

Training

Institutio

n

Source: Indaba registration database

16

Western Cape, KwaZulu-Natal, Mpumalanga, Eastern Cape and Gauteng are the provinces that buyers are most interested in

Western Cape KwaZulu Natal Mpumalanga Eastern Cape Gauteng Limpopo Northern Cape North West Free State

2010 76% 74% 72% 71% 68% 63% 58% 56% 49%

2011 74% 70% 66% 66% 63% 57% 51% 49% 42%

2012 75% 69% 67% 65% 62% 56% 53% 49% 43%

0%

20%

40%

60%

80%

100%

South African provinces that buyers are interested in

2010

2011

2012

Source: Indaba registration databaseNote: N=753 Buyers, a decrease from N=942 in 2011No. of responses = 1,891

% r

esp

on

ses

17

The number of registered attendees at Indaba 2012 declined by -4.6% over 2011 to reach 10,790 in 2012.

3,851

7,684

11,535

4,043

7,269

11,312

3,722

7,068

10,790

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Visitors Exhibitor (personnel) Total Attendees

Atte

ndee

s

Number of attendees to Indaba

2010

2011

2012

Source: Indaba registration databaseNote: Visitors exclude Special Guests

18

83% exhibitors indicated that the Indaba 2012 was beneficial to them, slightly down from the 88% of 2011

Yes, 94%Yes, 89%

Yes, 88%Yes, 83%

No, 6%No, 11% No, 12%

No, 17%

0%

20%

40%

60%

80%

100%

2009 2010 2011 2012

% re

spon

ses

Was attending Indaba beneficial?

“It is always good to have a presence and to see our usual clients but the general standard of visitors was VERY poor and we certainly did not make new contacts.” “Only because we are very well connected both with domestic and international buyers and scheduled our meetings way in advance. Very little new business and no walk in business. Have to evaluate if our money is not better spent calling on our buyers and sourcing new buyers independently of indaba in the future.”

“It was to a degree, we always see our clients and well known tour operators but we did not meet any new or exciting businesses this year or new product. Less people were exhibiting and Tuesday was completely dead - no business done whatsoever after a very busy 3 days.”

“It was an excellent opportunity to meet up with tour operators and travel agents and make them aware of our product. It was also a great opportunity to meet with existing tour operators and travel agents face to face.”

“I meet lot of people, sharing ideas and easy to advertise my company.”

“I have to exchange business ideas and selling my Game Lodge to different Travelling Agencies, Private Companies and Tourist that are coming in out of South Africa. ”

“Good networking with industry agents, lodges and meeting new people .”

“Able to establish new contracts and re-establish the old contracts.”

“It is always good to have a presence and to see our usual clients but the general standard of visitors was VERY poor and we certainly did not make new contacts. ”

“we made new possible relationships with other people of which some of them we already started working with them.”

Note: N = 335Source: SAT online survey

19

Exhibitors were satisfied with most aspects of Indaba 2012, online registration process and management’s communications were rated satisfied while catering and number of delegates rated poorly

3.8

3.7

3.6

3.5

3.5

3.5

3.4

3.4

3.3

3.2

3.1

3.1

2.6

2.3

2.2

1 2 3 4 5

The online registration process

The efficiency of the onsite registration process

Communication from the event management

Map of venue / exhibition centre

The location of my stand

Signage at the venue/ exhibition centre

Amenities at the venue

The availability of information

The quality of contacts I made

Layout of stands

The quality of delegates at Indaba

The number of contacts I made

The number of delegates at Indaba

Quality of food on offer

Value for money of food on offer

2012

Very dissatisfied

Very satisfied


20

93% of all visitors said Indaba 2012 was beneficial to them, a drop from 2011’s 98%

Yes, 98% Yes, 96% Yes, 98% Yes, 97% Yes, 98%Yes, 93%

No, 2% No, 4% No, 2% No, 3% No, 2%No, 7%

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012

% re

spon

ses

Was attending Indaba beneficial?

Note: N =755Source: SAT online survey

COMMENTS

“Yes, the information obtained and the contacts made hopefully will assist me in promoting SA as a Tourism destination.”

“Probably the most relevant and energetic trade show we attend each year.”

“Always beneficial to touch base with current partners in person once/year since I live so far away from them (USA to South Africa). The best venue for doing so is all at once in a short time period at a show like Indaba.”

“Had an opportunity to network with industry leaders and suppliers, which was very useful for business between both countries. Very useful knowledge on products and different services that were available was a big plus. Its was indeed very beneficial to business especially for us.”

“Made lots of contacts, have given many free space already in THe Property Magazine - which is suitably high end to match products at Indaba. Always welcome the opportunity to stay abreast of tourism related products in KZN.”

“I have a new and correct view of how wonderful South Africa is as a destination all year long. Met so many new contacts. I have helped 2 other agents books trip to South Africa since I have returned.”

“This was the first year I would consider that Indaba was not beneficial for us (lack of new suppliers. lack of possibilities to social networking) .”

“Hardly, as most suppliers send their information via internet or are met at other occasions or workshops throughout the year.”

21

Like exhibitors, visitors were generally satisfied with Indaba 2012, online registration, quality of contacts and products rated high while catering is a rated poorly

4.2

4.1

4.0

4.0

4.0

3.9

3.9

3.8

3.8

3.8

3.6

3.6

3.6

3.3

2.9

2.9

1 2 3 4 5

The online registration process

The efficiency of the onsite registration process

The quality of contacts I made

The relevance (to my business and my customers) of products on show

The quality of products on show

The number of contacts I made

Communication from the event management

The number of products on show

The variety of product on offer

The availability of information

Layout of stands

Signage at the venue/ exhibition centre

Map of venue/ exhibition centre

Indaba registration bag provided

Value for money of food on offer

Quality of the food at the restaurants

2012

Very dissatisfied

Very satisfied


INDABA 2013

Theme and Messaging

Keep 2012 Theme :

Partnering to win - Shaping our future together

Detailed messaging will be circulated later.

22


Exhibitors at INDABA 2013

• Increase the Quantity and Quality of exhibitors who:

have attended INDABA previously and do not attend anymore

have not attended INDABA previously and meet the entry criteria


Increase Quantity and Quality of Exhibitors at INDABA 2013• Create value Adds for exhibitors:

Daily Speed Marketing Sessions

Provide an exhibitor workshop to discuss key tourism trends

Enhance the online diary and match making process

Review and improve the entry criteria and enforce this at time of registration

• Competitive product mix to showcase SA’s diverse offering

Set up “experience” based pavilions e.g. Culture and Heritage will be introduced in 2013

• Keep the stand cost the same as 2012. There will be no increase in stand costs for INDABA 2013. Indaba 2013 will be a three day show from 11 -13 May 2013 and the cost saving will be passed on to exhibitors.


International Buyers at INDABA 2013

• Increase the Quantity and Quality of buyers who:

have stopped attending INDABA

are new and who represent the emerging markets

represent niche markets, e.g. golf etc


Increase Quantity of Buyers at INDABA 2013

• SA Tourism to host more buyers. In 2012, 200 buyers were hosted, SAT will review the target for 2013 based on Budget.

• Create an affordable INDABA Travel package for buyers that is easy to purchase.

• Enhance the Marketing Plan by

Marketing INDABA at all SAT and Stakeholder Roadshows/ trade shows.

Online marketing – direct and through tactical campaigns Trade publications barter agreeements Communicating to buyers the value proposition of INDABA

• Form an effective partnership with provinces/ industry to increase the number of hosted buyers

• Partner with Airlines in order for them to host an agreed target of buyers


Long term strategic focus for INDABA

Invest in strategic partnerships

Review international management agencies to partner on INDABA

Ensure multiple Airline partnerships to increase buyer hosting

Open up INDABA to the rest of Africa

Increasing the value proposition of INDABA for buyers and increase the profile of INDABA.

Set criteria and allocate space proportionally to keep SA central focus.


Thank you

Contact Person for INDABA at SA Tourism [email protected]

Documents

INDABA Exhibitor Briefing. Slide no. 1 © South African Tourism 2012 1 Contents Introduction INDABA 2012 Over view of INDABA 2012 Media Coverage of INDABA