INDABA
Exhibitor Briefing
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
© South African Tourism 2012
Slide no. 1
1
The purpose of trade shows are to create a single meeting platform
for the travel trade value chain
Visitors
Exhibitors
Visitors
Exhibitors:
Tourism Product
Outbound Tour
Operators
Media
Stakeholders
Accommodation
Airlines
In bound Tour
Operators
Slide no. 2
© South African Tourism 2012
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
Objectives of INDABA
•
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
Slide no. 4
© South African Tourism 2012
INDABA as compared to Key Global Tourism Exhibitions
Business to Business
Business and Consumers
Slide no. 5
© South African Tourism 2012
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
Slide no. 6
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
© South African Tourism 2012
Slide no. 7
7
There were -7.9% less visitors that attended Indaba 2012 compared to 2011
The decrease in the number of visitors was driven off decreases in all
categories except Media and Local Trade
Type of visitors to Indaba
5 000
Visitors
4 000
3 000
2 000
1 000
0
Total visitors
International travel
buyers
Media
Allied Industry
Associate
Local Trade
Government
Representative
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%
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
8
The number of international travel buyers decrease by -12.1% driven by decrease in
all categories
International Travel Buyers to Indaba
3 000
2 500
Visitors
2 000
1 500
1 000
500
0
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%
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
9
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
Country where the visitor company is based
400
350
Americas
Asia & Australasia
Europe
300
Visitors
250
200
150
100
50
0
USA
Brazil
Canada
Australia
China (incl
Hong Kong)
India
Japan
UK
Germany
Netherland
s
Italy
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
-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%
% Change 11-12
Source: Indaba registration database
10
There was a decrease in the representation from most countries in Africa with the
exception of Tanzania, Uganda, Zambia and Swaziland
African country where the visitor company is based
120
100
Visitors
80
60
40
20
0
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
-19.3%
-12.6%
-16.9%
36.1%
-14.5%
-18.4%
-7.5%
106.6%
8.0%
38.9%
% Change 11-12
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
11
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
59%
54%
56%
55%
% responses
47%
2010
35%
35%
34%
2011
32%
2012
24%
16%
12%
14%
12%
9%
8%
8%
0%
Executive/managerial
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
Marketing & Sales
Product packaging
Administration
12
There were 1,853 visitors that represented South African companies. Of these
visitors, majority were buyers, media and local trade*
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.
Visitor category of the South Africa-based companies
60%
50%
Visitors
40%
45%
38%
39%
2010
2011
30%
30%
2012
24%
19%
20%
22%
14% 15%
12% 13%
11%
6%
10%
6% 6%
.
0%
Buyer
Local Trade
Media
Allied Industry
Associate
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
Government
Representative
13
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
80%
70%
% responses
60%
50%
40%
30%
20%
10%
0%
Accommod
ation
Game
Lodge /
Nature
Tour
Tourist
Operator Attraction
Tourism
National
Marketing Tourism
Regional Provincial
Tourism
Tourism Transport
Organisati Authority Authority Authority
Travel
Agent
Industry
Associatio
n
Online
Conferenc Restauran Informatio
Travel
e Facility
t
n Office
Media
Local
Training
Publicatio Publicity Institutio
n
Associatio
n
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%
Source: Indaba registration database
14
Western Cape, KwaZulu-Natal, Mpumalanga, Eastern Cape and Gauteng are the
provinces that buyers are most interested in
South African provinces that buyers are interested in
100%
% responses
80%
60%
2010
2011
2012
40%
20%
0%
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%
Source: Indaba registration database
Note: N=753 Buyers, a decrease from N=942 in 2011
No. of responses = 1,891
15
The number of registered attendees at Indaba 2012 declined by -4.6% over
2011 to reach 10,790 in 2012.
Number of attendees to Indaba
14,000
11,535
Attendees
12,000
11,312
10,790
2010
10,000
7,684
8,000
6,000
7,269
2011
7,068
2012
3,851
4,043
4,000
3,722
2,000
0
Visitors
Source: Indaba registration database
Note: Visitors exclude Special Guests
Exhibitor (personnel)
Total Attendees
16
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.”
Was attending Indaba beneficial?
100%
No, 6%
No, 11%
No, 12%
No, 17%
% responses
80%
Yes, 89%
Yes, 88%
40%
“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.”
60%
Yes, 94%
“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.”
Yes, 83%
“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. ”
20%
“Good networking with industry agents, lodges and meeting new people .”
“Able to establish new contracts and re-establish the old contracts.”
0%
2009
Note: N = 335
Source: SAT online survey
2010
2011
2012
“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.”
17
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
1
Very satisfied
2
3
4
3.8
The online registration process
3.7
The efficiency of the onsite registration process
3.5
Map of venue / exhibition centre
3.5
The location of my stand
3.5
Signage at the venue/ exhibition centre
3.4
Amenities at the venue
3.4
The availability of information
3.3
The quality of contacts I made
3.2
Layout of stands
3.1
The quality of delegates at Indaba
3.1
The number of contacts I made
2.6
The number of delegates at Indaba
2.3
Quality of food on offer
Note: N = 335
Source: SAT online survey
2012
3.6
Communication from the event management
Value for money of food on offer
5
2.2
18
93% of all visitors said Indaba 2012 was beneficial to them, a drop from 2011’s 98%
COMMENTS
“Yes, the information obtained and the contacts made hopefully
will assist me in promoting SA as a Tourism destination.”
Was attending Indaba beneficial?
100%
No, 2%
No, 4%
No, 2%
No, 3%
No, 2%
No, 7%
“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.”
80%
60%
% responses
“Probably the most relevant and energetic trade show we
attend each year.”
Yes, 98%
Yes, 96%
Yes, 98%
Yes, 97%
Yes, 98%
Yes, 93%
“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.”
40%
“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.”
20%
“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.”
0%
“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) .”
2007
Note: N =755
Source: SAT online survey
2008
2009
2010
2011
2012
“Hardly, as most suppliers send their information via internet
or are met at other occasions or workshops throughout the
19
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
1
2
3
4
5
4.2
The online registration process
4.1
The efficiency of the onsite registration process
The quality of contacts I made
4.0
The relevance (to my business and my customers) of products on show
4.0
The quality of products on show
4.0
The number of contacts I made
3.9
3.9
Communication from the event management
3.8
The number of products on show
The variety of product on offer
3.8
The availability of information
3.8
Layout of stands
3.6
Signage at the venue/ exhibition centre
3.6
Map of venue/ exhibition centre
3.6
3.3
Indaba registration bag provided
Value for money of food on offer
Note: N = 755
Source: SAT online survey
Quality of the food at the restaurants
2012
2.9
2.9
20
INDABA 2013
Theme and Messaging
Keep 2012 Theme :
Partnering to win - Shaping our future together
Detailed messaging will be circulated later.
21
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
Slide no. 22
© 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.
Slide no. 23
© 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
Slide no. 24
© 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
Slide no. 25
© 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.
Slide no. 26
© South African Tourism 2012
Thank you
Contact Person for INDABA at SA Tourism
neil@southafrica.net
Slide no. 27
© South African Tourism 2012