Tourism Indaba Review: I Do tourism means tourism is your business

An eventful Tourism Indaba took place from 16 – 18 May at the Inkosi Albert Luthuli ICC in Durban. Among a host of highlights, SA Tourism announced that Durban had successfully bid to host the newly rebranded Africa’s Travel Indaba until 2022, with an option to extend that to another five years. Tweet us @tomsa98on what you think of the big announcement!

Indaba also saw SA Tourism launch the ‘I do Tourism.’ The campaign aims to make tourism everyone’s business and demonstrate travel and tourism’s potential to change the lives of millions of South Africans. It also aims to highlight the transformative potential of tourism as well as the job opportunities that tourism can create. To get everyone in on the campaign, SA Tourism revealed the latest key domestic tourism statistics and trends at the launch: 

  • With a rising middle-class, SA has around 5.5 million potential travellers for the domestic market (target population with personal income of at least R5000 pm):

The DEFEND market consists of 350 000 people. These are regular travellers from higher income brackets

The CONVERT market consists of 1.5 million people. These are the growing middle-class people who are already travelling but not necessarily for business and leisure

The BUILD market consists of 3.6 million people. These people earn enough to be local tourists but do not have a culture of travel.  

  • Domestic tourism was a whopping R87bn industry in 2015, with day trippers and overnight domestic travellers spending almost R25bn and R62bn respectively
  • Regarding domestic overnight travellers, a concerning trend is that only 22% stayed in paid accommodation, whereas 78% stayed with friends and relatives
  • Government will invest a further R110m (over & above the allocated budget) to promote domestic tourism in 2017/18 
  • Domestic travellers are easy to find online, with 53.3% of SA households having access to internet (40% of these access internet through smartphones).
  • 26% of the population use mobile banking and 29% are using mobile maps. This market profile is aligned to the domestic travel segment.  

Click here to read more on the launch and the campaign.


Our activities at Tourism Indaba and notable take-outs from the tradeshow:

SAT / TOMSA hosted buyer networking function

With the objective of forging links for our levy contributors with all buyers (non-hosted and hosted) attending Tourism Indaba this year, we collaborated with SA Tourism to host an exclusive networking function during the trade show.

We further used this platform to update the trade on ongoing work behind the scenes to develop a Tourism Safety Initiative (Tsi) Visitor Support mobile application, with attendants having a sneak-peak at a video which showcases how we envisage this app will work once the pilot period has been completed. The main idea is that the app will allow for rapid incident assistance to tourists and tourism businesses at the push of a button. Watch this space for more announcements regarding this in due course.

Click here to download and watch the Tsi app video.

Click here to view our full highlights package from Tourism Indaba 2017


close