Africa’s Travel Indaba 2024 generates over R500-million for Durban

Themed ‘Unlimited Africa’, Africa’s Travel Indaba 2024 was officially opened by South Africa’s Tourism Minister, Honourable Patricia de Lille, and took place 14-16 May.

It was preceded by a Business Opportunity Networking Day (BONDay) on 13 May. The event promoted Africa as an attractive and appealing destination, fostering business partnerships and driving sustainable tourism development.

“Africa’s Travel Indaba emphasises the importance of networking, collaboration, and building bridges across borders. It is one of the powerful platforms that we must continue to use to drive and advance a positive and powerful African tourism story,” Minister De Lille said.

During the trade show, buyers had the opportunity to engage directly with exhibitors, exploring new business opportunities and fostering connections for future business. Africa’s Travel Indaba showcased 1,261 exhibitors, 1,000 buyers from 55 countries, with 25 African countries represented. Two new African countries were represented this year, namely; Guinea and Eritrea.

Nombulelo Guliwe, chief executive officer at South African Tourism, said: “We continue to pride ourselves on delivering the best of the African continent’s tourism products and experiences and this year we cemented this position with an increase of 9 per cent in the number of African countries participating in this trade show. This is all thanks to all our partners. The significant increase reflects the robust growth of the African tourism sector.”

Winile Mntungwa, deputy head of Durban Tourism, said: “The economic activities triggered by Africa’s Travel Indaba, from event infrastructure to accommodation establishments, restaurants, and shuttle services, have been far above our initial conservative projections. The direct economic impact on the city was R226 million, with a spillover effect contributing an additional R333 million. The overall contribution to the city’s GDP exceeded R500 million, indicating significant economic benefits and over 1,000 jobs created, especially for the youth.”

Phindile Makwakwa, chief operations officer of Tourism KwaZulu-Natal, added that the economic ripple effect was beyond the city centre as it benefited township and rural tourism, and hospitality businesses such as The Silokazis and Octavia Boutique Hotel based at Inanda, Max’s Lifestyle located at the heart of uMlazi, the Coastal Resort based in Umgababa, which hosted the travel showpiece delegates.

Ms Makwakwa added: “KwaZulu-Natal is best suited for hosting Africa’s Travel Indaba, given the province’s multi-cultural experience and historical significance, wide variety of tourism products and experiences, capable and quality venues and facilities, and our warm people. We look forward to Indaba 2025, which will be even bigger and better.”

Ms Makwakwa, also advocated for Durban to become the permanent home of Africa’s Travel Indaba, highlighting her confidence in the partnership between South African Tourism, Tourism KwaZulu-Natal, the City of Durban, and the Durban ICC.

The success of Africa’s Travel Indaba 2024 underscores its critical role in economic growth, job creation, and displaying the best of African tourism.

John Aritho, chief operations officer at the Inkosi Albert Luthuli International Convention Centre, said: “Africa’s Travel Indaba is our premier event. As the ICC we have been deliberate about ensuring that the trade show contributes to our local economy in a sustainable manner. That is why we involve students from Durban University of Technology and local chefs by providing them with training and opportunities to assist in the event.”

Nationally, the Department of Tourism funded 120 Small, Medium, and Micro Enterprises (SMMEs) while all the South African provinces participating in the trade show also supported various SMMEs, giving them access to various international buyers attending the trade show.