1. INDABA Exhibitor Briefing

2. Slide no. 1 © South African Tourism 2012 1 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 International Buyers Benefit for TOMSA levy Payers

3. Slide no. 2 © South African Tourism 2012 Visitors The purpose of trade shows are to create a single meeting platform for the travel trade value chain Visitors Outbound Tour Operators Media Stakeholders Exhibitors: Tourism Product Accommodation Airlines In bound Tour Operators Exhibitors

4. 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

5. Slide no. 4 © South African Tourism 2012 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

6. Slide no. 5 © South African Tourism 2012 INDABA as compared to Key Global Tourism Exhibitions Business to Business Business and Consumers

7. Slide no. 6 SUMMARY: INDABA/TOTAL VALUE &EDITORIAL COVERAGE CLIPSAVE VALUEPR VALUE PRINT221R3,822,215.21R11,466,645.63 BROADCAST230R6,746,056.31R20,238,168.93 ONLINE102R1,650,478.16R4,951,434.48 TOTAL553R12,218,749.47 R36,656,248.41 A total of 2011 twitter posts in 2012, up 47% on 1380 posts in 2011

8. Slide no. 7 © South African Tourism 2012 7 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 International Buyers Benefit for TOMSA levy Payers

9. 8 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 Delegates Note: 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

10. 9 The number of international travel buyers decrease by -12.1% driven by decrease in all categories Note: International Delegates include 530 New International Delegates in 2012 Note: 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 SA Source: Indaba registration database

11. 10 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 AmericasAsia & AustralasiaEurope Source: Indaba registration database

12. 11 There was a decrease in the representation from most countries in Africa with the exception of Tanzania, Uganda, Zambia and Swaziland Source: Indaba registration database Note: The number does not add to the total because there are other visitors that were from smaller countries not represented here

13. 12 The international travel buyers who attend Indaba mainly hold managerial positions or marketing and sales positions Source: Indaba registration database Please note that multiple responses were allowed from 2010 – 2012 N= 2,306 in 2010, N= 2,545 in 2011, N= 2,238 in 2012

14. 13 There were 1,853 visitors that represented South African companies. Of these visitors, majority were buyers, media and local trade* Source: Indaba registration database Note: N=1,903 in 2010, N=2,028 in 2011, N=1,853 in 2012 Buyer: 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. 14 There is a good match between the kind of product that visitors want, and what was available at Indaba 2012 Source: Indaba registration database

16. 15 Western Cape, KwaZulu-Natal, Mpumalanga, Eastern Cape and Gauteng are the provinces that buyers are most interested in Source: Indaba registration database Note: N=753 Buyers, a decrease from N=942 in 2011 No. of responses = 1,891 % responses

17. 16 The number of registered attendees at Indaba 2012 declined by -4.6% over 2011 to reach 10,790 in 2012. Source: Indaba registration database Note: Visitors exclude Special Guests

18. 17 83% exhibitors indicated that the Indaba 2012 was beneficial to them, slightly down from the 88% of 2011 “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 = 335 Source: SAT online survey

19. 18 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 Very dissatisfied Very satisfied Note: N = 335 Source: SAT online survey

20. 19 93% of all visitors said Indaba 2012 was beneficial to them, a drop from 2011’s 98% Note: N =755 Source: 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. 20 Like exhibitors, visitors were generally satisfied with Indaba 2012, online registration, quality of contacts and products rated high while catering is a rated poorly Very dissatisfied Very satisfied Note: N = 755 Source: SAT online survey

22. INDABA 2013 Theme and Messaging Keep 2012 Theme : Partnering to win - Shaping our future together Detailed messaging will be circulated later. 21

23. Slide no. 22 © South African Tourism 2012 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

24. Slide no. 23 © South African Tourism 2012 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.

25. Slide no. 24 © South African Tourism 2012 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

26. Slide no. 25 © South African Tourism 2012 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

27. Slide no. 26 © South African Tourism 2012 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.

28. Slide no. 27 © South African Tourism 2012 Thank you Contact Person for INDABA at SA Tourism neil@southafrica.netneil@southafrica.net