INDABA DAILY NEWS 2011 | 1

Growing tourism from the burgeoning African market has been identified as one of South African Tourism’s biggest priorities this year.

This is according to South African Tourism’s Regional Director: Africa, Phumi Dhlomo.

Speaking at a seminar at INDABA yesterday, Dhlomo said with Africa maintaining a strong growth of 10 percent in arrivals to South Africa over the past seven years, the focus on the continent’s potential is top of mind in the Department of Tourism’s National Tourism Sector Strategy.

“South African Tourism’s commitment to develop the African market is backed by a more than R60 million marketing campaign on the continent. Our research indicates areas that require strategic shifts in the approach to attracting African travellers. We look forward to leading industry efforts to ensure that we take full advantage of the huge potential on our doorstep.”

South African Tourism’s growth strategy focuses on four key markets – Angola, the Democratic Republic of Congo, Kenya and Nigeria.

“The ability of each market to develop regional hubs will be further explored. Kenya and Nigeria have significant potential to centralise tourism functions in East and West Africa respectively.

“Nigeria remains the leading African market in terms of developmental characteristics – a key aspect when anticipating growth in tourism arrivals. It’s large population characterised by high economic growth has demonstrated consistent growth of 7, 8 percent in arrivals over the past three years.

“Angola, on the other hand, has the smallest population of the four countries but has a huge tourism potential given the average of its GDP growth rate and the relatively high number of travellers that have visited South Africa previously – nearly 40 000 in 2010. Total spend of more than R729 million in 2009 by Angolans visiting South Africa was the highest of the four countries.

“Kenya’s high use of technology and potential to act as a hub for the East Africa region, together with a stable increase of volume and growth between 2007 and 2010, necessitate continued efforts in the region. This is supported by growth strategies that will counteract the relatively small size of the country as a standalone market.”

Dhlomo said a similar focus will be put on the Democratic Republic of Congo.

“The country’s growth in average spend indicates the rapid growth of the middle-class market in the country. Visitor numbers from there showed the greatest growth in total spend in South Africa – 42 percent between 2003 and 2009.

“Each country within our focus over the next few years has its own unique nuances and opportunities,” said Dhlomo.

“We have already grown the African markets through extensive groundwork over the past few years. We have opened an office and appointed a trade relations manager in Angola. A fully-fledged Nigerian office is planned over the next few years.

“With the increase in focus on our African markets, we will maximise our efforts to keep the South African offering top of mind in countries such as Botswana and Mozambique. The value that Africa brings to the South African economy goes far beyond tourism and has major benefits for other sectors such as manufacturing, trade and investment. In turn, our commitment to Africa is further demonstrated in the job creation opportunities with the extension of South African Tourism’s footprint across Africa.

“Africa still represents a holistic untapped potential, and our current arrival figures stand to grow exponentially as the African travel market emerges from purely purpose-based travel into a true leisure-drive tourism market. We are proud to be a part of Africa’s continued growth and we look forward to achieving mutually beneficial successes,” said Dhlomo.

Thumbs up for growing tourism from Africa!South African Tourism is committed to fully develop the African market - Bashni Muthaya, General Manager

Strategic Research and Phumi Dhlomo, Regional Director: Africa.

2 | INDABA DAILY NEWS 2011

Tuesday 10 May 2011

Exhibition times: 09:00 – 16:00

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Five tourism sector associations have joined forces with the Tourism Business Council of South Africa (TBCSA) to host one industry conference in September 2011.

They are the Association of South African Travel Agents (ASATA), the Federated Hospitality Association of Southern Africa (FEDHASA), the National Accommodation Association of South Africa (NAA-SA), the Southern African Vehicle Rental and Leasing Association (SAVRALA) and the Southern African Tourism Services

Association (SATSA).

“The main aim of hosting a joint industry conference is to reduce the level of proliferation of conferences within the sector,” says TBCSA Chief Executive Officer Mmatšatši Marobe. “By hosting one conference we hope to create a central platform where members can address industry-specific issues, as well as the challenges which have an impact on the entire sector.”

Michael Tatalias, Chief Executive Officer of SATSA

says the conference will be hosted in the interest of the sector and will save many people valuable time and money. “As matters stand, all tourism associations host member-based conferences on an annual basis. These conferences usually attract the same delegates and tend to tackle the same macro-economic issues.”

The date and the venue for the conference are still to be confirmed.

For more information visit stand ICCE019.

Mozaico do Índico was created by the Mozambique government for the development and management of basic tourism infrastructure for Arco Norte (Bay of Pemba, Pemba City and the East Coast, including Murrebue, Lumbo and Sancul, Lichinga City and Metangula, and Chiuanga) and the Âncora Project (Jamali and Crusse Islands, the Maputo Elephant Reserve and the Reserve of Gile).

Mozaico will also promote public-private partnerships focused on the domestic private sector as a strategy to leverage financial support and the transfer of know-how in the development and management of tourism infrastructure.

Mozaico will invest approximately USD210 420 000 by 2015 of which the major

portion will go towards forming partnerships with developers to develop sites to become internationally recognised tourist destinations.

Mozaico will create tourism infrastructure for and boost investment in the Âncora Project and Arco Norte by building hotels, motels, resorts, lodges, marinas, golf courses, residences and bungalows to an estimated value of USD2 800 000 000.

Mozaico do Índico and the Mozambique national authorities recently invited interested companies to submit proposals for the development of two sites of the Âncora Project, namely Crusse and the Jamali Islands − both pristine and unexplored exotic islands.

For more information visit stand SADCC001.

Joint tourism association conference to be hosted

New tourism infrastructure in Mozambique

Jamali and Crusse Islands – two of the sites earmarked for development.

INDABA DAILY NEWS 2011 | 3

G AUTENGWORLD -- CLASS EVENTS START HERE

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WWW.GAUTENG.NETVisit our new website

TOURISM We are at stand

DEC1C09

The Tourism Grading Council of South Africa provided the industry with an update on the new grading criteria and standards of entry at INDABA yesterday.

These criteria were implemented on 1 October last year.

Chief Quality Assurance Officer at the council Thembi Kunene said the process to revise the grading system has been thorough and has resulted in world-class standards of which we as South Africans can be proud. “The process entailed not only a review of our grading criteria and minimum requirements, but an overhaul of the entire operating system of the grading council to ensure a seamless process of managing quality assurance for tourism products. This allows us to deliver on our promise of a quality experience to tourists.”

At the recent unveiling of the new grading plaque

in Port Elizabeth, Tourism Minister Marthinus van Schalkwyk said the tourism industry was very pleased with this milestone. He said it was an important step in the establishment of an internationally competitive and credible grading system in South Africa.

“Our stars represent an assurance that we provide to both local and international tourists. They provide them with a quality assurance when making their choice of accommodation or conferencing facility,” said Kunene.

“Together with our stakeholders and the industry, we have spent a significant amount of time and energy in fine tuning the criteria. Our joint vision of ensuring that South Africa can maintain its international competitiveness as a tourist destination is the driving force behind all our efforts.”

For more information visit stand ICC M023.

INDABA 2011 has raised the bar in terms of digital innovation and industry creativity – proving beyond any doubt the ability of the local tourism sector to continually reinvent itself in line with global trends in destination marketing.

Amongst the generous feedback from exhibitors this year, the digital competitiveness of this year’s INDABA stood out. Poken technology, introduced to encourage efficient networking, facilitated more than 45 000 ‘pokes’, or exchanges of contact details, proving INDABA remains the foremost and most innovative networking event in the travel and tourism industry in Africa.

South African Tourism’s TouchTable proved to be one of the biggest talking points of the show, allowing up to eight people to simultaneously explore the various South African destination experiences on offer. The ultra-modern table was a first in tourism destination marketing and is poised to be a continued hit as it travels the world as part of SA Tourism’s marketing collateral.

But while technology may have been king, Tourism Minister Marthinus van Schalkwyk summed up the spirit of INDABA 2011 best when he said tourism was not only about figures, policies, statistics and objectives – but about people.

The over-riding SA Tourism message to the industry at INDABA was ‘Leave ordinary behind’ – a clear call to again emphasise that what set

the country’s tourism industry apart was the personal connection and interaction tourists felt with South Africa’s people and its unique attractions.

This message echoed throughout every event held at INDABA and will be used in all the global and domestic marketing efforts of SA Tourism, which elaborated on its target market strategies at key events throughout the duration of the exhibition.

“We’ve said it plenty times over the last four days and we will continue saying it. Our triumphs are centered on our people, our innate connections and our ability to innovate. This is the fuel that drove the INDABA 2011 showcase, and that will continue driving the success of our sector for many years to come. Drawing on people as the magic ingredient that differentiates tourism in South Africa was the motivation for us this year,” said SA Tourism CEO Thandiwe January-McLean.

Unaudited figures show close on 11 000 people passed through the Durban ICC’s doors up to yesterday, with 1 610 exhibitors and over 7 210 exhibition personnel across all tourism-related business categories showcasing their products. Buyer numbers topped the 1 100 mark this year, a significant 25 percent increase on the 2010 figures, which promises to deliver continued global trade to local and regional suppliers and generate millions of Rands of tourism revenue.

A strong focus on attracting the burgeoning African market – backed by a R60 million budget to attract especially African air tourists – was identified as a key priority, as was growing the critical domestic tourism market.

An emphasis on entrenching South Africa’s core tourism markets and aggressively pursuing

emerging markets in the Americas, Asia and Africa was kick-started with the launch this weekend of the second phase of the ‘20 Experiences in 10 Days’ campaign, which will reach over one billion consumers worldwide this financial year.

Neil Nagooroo, Zaida Enver and Faizel Kaloo were the ‘inner circle’ central to the operational delivery of INDABA.

Grading Council – new criteria promise quality

Digital innovation and creativity king at INDABA 2011

Proud of South Africa’s stars - from left - SA Tourism CEO Thandiwe January-McLean, Tourism Minister Marthinus van Schalkwyk and the grading council’s Chief Quality Assurance Officer Thembi Kunene.

Meetings Africa dates announced Meetings Africa, South African Tourism’s annual business tourism exhibition, will be held at the Sandton Convention Centre from Tuesday, 29 February to Thursday, 1 March 2012. The Meetings Africa team is already hard at work preparing for this popular industry showcase.

For more information visit www.meetingsafrica.co.za – watch this space!

4 | INDABA DAILY NEWS 2011

"we are the same"

CITY OF TSHWANE"we are the same"

CITY OF TSHWANE Tshwane/Metsweding Merger The City of Tshwane Metropolitan Municipality will be merging with the Metsweding District Municipality after 18 May 2011.

The Nokeng Tsa Taemane and Kungwini local municipalities form part of the Metsweding District Municipality which encompasses the towns of Cullinan, Bronkhorstspruit and Roodeplaat.

The area is known for its abundant , lush nature, diverse cultures, fascinating history,

lively township tourism and modern conferencing facilities. Tswana, Pedi, Ndebele, Afrikaans and Tsonga peoples have left their footprints in the sands of Metsweding and are still carrying on their proud traditions.

The Dinokeng municipal area is located in the north-east of Gauteng and borders on the Mpumalanga and Limpopo

provinces. It covers an area of 281 000 hectares and is truly a place of nature, culture and history, a place to

experience a little bit of . Places of interest include McHardy House

Museum and the Cullinan Square frescoes. Cullinan also boasts diamond outlets, a jewellery school, antique and craft shops, art galleries and studios, theatres, a winery and an open-air museum.

In the Kungwini municipal area visitors can experience the Ndebele culture and way of life, the Nan-Hua Buddhist Temple which depicts the culture of the Far East in an African setting, and the Willem Prinsloo Agricultural Museum which takes

visitors back in time to the days when man lived off the land. Cultural tours, arts and crafts, traditional interior

design, painting, drama, music, dance and even South Africa's most northern wine estate are on the tourism menu in Kungwini.

The clear waters of the Bronkhorstspruit Dam and the Wilge River provide the opportunity for a variety of water sports. Biking and off-road driving can be undertaken in beautiful surroundings and on 4x4 trails. Kungwini also has a number of

and game parks, for instance the Bronkies Angling and Nature Reserve,

Ezemvelo Nature Reserve and Luiperdskloof Game Lodge, where one can experience exquisite game drives, nature walks and bird watching.

wildlife

Africa in one day

nature reserves

City of Tshwane-Experience it

INDABA DAILY NEWS 2011 | 5

A whole is as great as the sum of its parts.

Ours speak for themselves.The Culture Arts, Tourism, Hospitality and Sport Sector Education and Training Authority (CATHSSETA) contributes to the development of skills for employed individuals who are seeking to improve in their specific fields, as well as

those wanting to be employed. We function in a spectrum of industries through our six specialised chambers: •Arts and Culture •Hospitality •Gaming and Lotteries •Conservation and Tourist Guiding

•Sport, Recreation and Fitness •Tourism and Travel Services.

You can find us at Block E, Sandhurst Office Park, Cnr Katherine Street and Rivonia Road, Sandton, Gauteng. Telephone: (011) 217-0600. E-mail: info@cathsseta.org.za Website: www.cathsseta.org.za

sport, recreationand fitness

tourism andtravel services

conservation andtourists guidinggaming and lotterieshospitalityarts and culture

I once stayed in the worst guesthouse in the country.

Now I know it takes some doing, but s’true-as-bob this was the worst. No table, no chair, no side table in the bedroom, cracks in the walls, damp in the ceiling, no hot water in the shower and the shampoo and soap bottles were empty leftovers from three guests ago.

Breakfast included eggs but no toast (“We only serve toast every second day, on the days when we don’t serve eggs.” No. Really. I couldn’t make this up.) And the owner was psychotic (he screamed at me for getting lost after he’d given me clear-as-mud directions for finding the place) and his dogs were worse. And they were hu-uge.

Of course it looked divine on line, of course I paid all five nights in advance, and of course I was in town for a conference so there was nothing else available and I couldn’t leave even if I wanted to.

And, when I decided on the second day of my stay to have my breakfast at the lovely, thatched

4-star resort down the way, of course I discovered that their rack rate was fifty bucks cheaper than what I’d paid at Roach Lodge.

What made me angriest, though, was that I had no one to blame but myself - I hadn’t checked whether Roach Lodge was star graded.

Now I’m not saying that every graded establishment is as good as its grading promise, but really, the lack of grading should have told me everything I needed to know.

Still, you have to wonder - at the Tourism Grading Council’s annual breakfast (held yesterday in the ICC) we were told that South African Tourism has 61 000 products on its database. And that 13 000 of them are accommodation establishments - although only 5 932 are graded establishments.

When I travel I consider myself the ultimate Average Jo - on my budget, all I really want is a clean room, a firm bed, and a hot shower. (Doesn’t everyone?)

And that’s why I think that the assurance that you’ve been graded is the one bit of insurance you owe me as your customer.

To grade or not to grade

Comment by Martin Hatchuel

6 | INDABA DAILY NEWS 2011

Green indaba

Environmentally friendly

Reduced cost, increased distribution

Reach more potential customers

No more lost or thrown away brochures

Apps, online and offline brochures

Distribute via email, web or social media

For computers, smartphones & tablets

Comprehensive tracking and analytical tools

Digital Brochures

Environmentally proactive companies. Environmentally responsible brochures

Come and visit us at stand ICCK010

freetree

www.treefree.co.za www.greenindaba.co.za

www.digitalpublications.co.za

See these websites for examples

· Get involved with the Challenge4aCause and support rhino anti-poaching. Help raise funds for African conservation by donating bed nights or participating as a rider in the Damaraland Mountain Bike Challenge4aCause. Contact Jon Morgan on 083 225 9645.

· Camp Jabulani in Limpopo, a member of Relais & Châteaux, is undergoing extensive refurbishing. Visit stand ICC 0001 for more information.

· African Sun Limited will open the Holiday Inn in Gaborone, Botswana later this year. Go to stand ICC P003 for information about this Italian-themed hotel.

· Mozambique’s Massinga Beach is exhibiting at INDABA for the first time. The lodge is 89 km up the coast from Inhambane. Find out more at stand SADC C001.

· The Tourism Enterprise Partnership’s Hidden Treasures map was launched at INDABA last night, giving small tourism products direct market access. To find out more, also about the parallel central booking facility, visit stand DEC 1D11.

· Blueprint Health is introducing ‘DNA based’ lifestyle management packages’ at INDABA this year. To find out more about a tailor-

made lifestyle, based on your individual DNA, phone Jacques on 084 444 0775.

· The Environmental Management in Tourism (EMIT) conference will be held at the Sandton Sun from 9 to 11 November 2011, coinciding with the Imvelo awards. Visit the Heritage stand in the ICC concourse for more information.

· Chris Sykes and Irma de Villiers are representing the Tsitsikamma Village Inn on stand ICC S004. Established in 1946 in Storms River, it’s worth hearing more about this property, which includes Swiss-style chalets built around their own village square.

· Tshidi Mkhosana has been appointed as the new general manager for FEDHASA Inland. Find her on stand ICC E019.

· Limpopo Wildlife Resorts destinations are home to the world-renowned RAMSAR site Nylsvley, but also other wonderful places to visit such as the Cape Vulture colony at Blouberg, the Schuinsdraai crocodile breeding sanctuary at Flag Boshielo Dam, the Modjadji Cycad Reserve and the Musina Boabab Reserve. For more information visit stand DEC 2G02.

Industrysnippets•Industrysnippets

A regional tourism organisation – the Tshwane Tourism Company – for South Africa’s capital city Tshwane is a reality.

The Head of the City of Tswane’s tourism division, Jacob Mahlangu announced at INDABA that the Tshwane Tourism Company was registered in April.

“The Tshwane Tourism Company will focus on marketing Tshwane as a preferred tourism destination and providing a relevant and up- to-date tourism information service. It will also facilitate the City of Tshwane’s tourism development objectives.”

Tshwane’s tourism industry is still outperformed by those of other metros and our visitor numbers are still well below the master-plan target of 6,9 million by 2012. Current figures indicate that some 3, 4 million tourists visit Tshwane every year, compared to more than 6,8 million to Johannesburg and more than four million to eThekwini.

“An effective regional tourism organisation for Tshwane will certainly go a long way to help promote tourism to the city,” Mahalangu said.

Chairman of the Tshwane Tourism Action Team, Mike Gcabo welcomed the registration of the Tshwane Tourism Company.

“This follows the relentless work of the action team – constituted from private sector tourism industry role-players and officials of the City of Tshwane’s tourism division – the past two years. The team works pro-bono to enhance the city’s tourism potential to the benefit of all citizens.

“As part of its strategy and ten-point action plan a branding strategy and brand for Tshwane within the national tourism branding framework has been developed. A Tshwane tourism website in line with state-of-the-art international tourism websites is operational and a tourism brochure has been placed in the marketplace.

“City visitors’ centres are being developed and research to establish a comprehensive accommodation database has been conducted. In all its activities the team pursues the

involvement of communities and green tourism is a high priority. The team seeks to leverage on all related activities while service excellence is non-negotiable,” he said.

“Successful tourism destinations like Cape Town, Johannesburg, Canberra in Australia and Dublin in Ireland operate efficient regional tourism organisations. Tshwane’s unique selling propositions as South Africa’s capital city and its tourism identity and branding in line with that of South Africa, now need to be fully utilised.”

Gcabo gave the assurance that the Tshwane Tourism Company would be small, flexible and highly effective.

“We believe in having a small core team of experienced individuals, applying an outsourced business model with administration costs less than 20 percent of the total budget. The company will leverage city and private sector resources and enhance membership participation – truly a partnership between the city and the private sector.”

In terms of funding for the organisation, Gcabo said research shows that it is essential that government funding is forthcoming.

“South African regions with effective tourism organisations are primarily government funded. This, however, does not mean that the tourism organisation should only rely on such funding. It should also generate money from, for example, private and public sector sponsorships, membership fees and booking and information services.

“As private sector tourism establishments experience the advantages of an effective tourism organisation, they become more willing to assist with financial support.

“Despite the financial challenges of the City of Tshwane, I trust that it will include budget for the Tshwane Tourism Company in the financial year that starts in July. This will be a sign of confidence in the enhancement of tourism – South Africa’s new gold – to Tshwane,” Gcabo said.

Tshwane Tourism Company is born

It’s a deal - the Tshwane Tourism Company is a reality. Tshwane Tourism Action Team Chairman Mike Gcabo and Tshwane’s Tourism Head Jacob Mahlangu agree.

INDABA DAILY NEWS 2011 | 7

S(c)ene@INDABA 2011

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entrance 3, ICC concourse

Relief from fatique for INDABA visitors - courtesy of Mangwanani.

INDABA delegates left the ordinary behind at Saturday evening’s opening ceremony by participating in a massive display of unity which projected the South African flag on a big screen.

Top 20 by 2020 - Victor Tharage, Ernie Heath, Ndabo Khoza and Glenn Phillips agree.

Responsible tourism as you’ve never seen before - hats off to the City of Cape Town!

Talking air travel - SAA’s Cheryl Carolus, Siza Mzimela and Theunis Potgieter.