Indaba : L’Afrique avec un grand A

The 2024 edition of the largest tourism fair on the African continent brought together many beautiful people in Durban, South Africa. Report from our journalist who was present on site.

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Durban, South Africa – Themed “Africa Without Limits”, the 2024 edition of Africa’s Travel Indaba exceeded all expectations. The largest annual event in African tourism welcomed a whopping 1,245 exhibitors from 26 African countries (compared to 21 countries the previous year).

Destinations such as Burkina Faso and Eritrea participated for the first time in the show organized by South African Tourism (SAT) in partnership with Tourism KwaZulu-Natal, eThekwini Municipality and the Durban International Convention Center (ICC).

Over three days, no less than 24,000 meetings were held at the ICC between exhibitors and buyers from all over the world. In total, more than 1,100 suppliers from 55 countries (including Canada) walked the corridors of Africa’s Travel Indaba, which is more than ever an unmissable event for tourism in the cradle of humanity.

“The best of African tourism”

“We are proud to continue to offer the best tourism products and experiences from the African continent,” said Nombulelo Guliwe, Director General of SAT, in his closing speech.

“This year, we have consolidated this position with a 9% increase in the number of African countries participating in the show,” he added. This significant growth reflects the robust growth of the African tourism sector. »

During the first three months of 2024, the sector, among other things, recorded a clear increase in the number of visitors from America (more than 118,000 entries), representing a growth of 12.4% compared to the same period in 2023.

Canada in the Top 10

South Africa has benefited greatly from this upward trend. During a press briefing at Indaba, Justin Barnette, SAT’s director of marketing and communications for North America, told Profession Voyages of his enthusiasm for the future, particularly as it relates to Canadian travelers.

“For the calendar year 2023, Canada ranked 8^e ranking among foreign tourist markets, with tourist arrivals in South Africa representing 83% of 2019 levels,” he noted.

“A full recovery from Canada is expected in 2024,” continued Justin Barnette, as South Africa celebrates the 30th anniversary of its democracy this year.

“For the first quarter of 2024 (from January to March), we have already recorded an increase of +5.8% year-on-year,” he added. Wildlife safaris, natural landscapes and culture are key attractions for travelers in the Canadian market and continue to feature heavily in South African Tourism campaigns and initiatives. »

Affordable luxury

For Canadians, South Africa has many attractions, from the famous Big Five (the lion, the elephant, the leopard, the buffalo and the black rhinoceros) that can be admired in the famous Kruger National Park, to ‘with Chenin Blanc and other tasty ones. wines that can be tasted in Cape Town and elsewhere in the country.

“It’s also a great value for money destination, which is very attractive to Canadians,” Lucille told us. Sive, who oversees the activities of the safari operator Lion World Travel is based in Toronto and is part of The Travel Corporation (TTC) family.

“At Lion World Travel, we call it affordable luxury,” he explains. We offer four and five star accommodation, but at very competitive prices. »

“When people come to South Africa for the first time, they are always amazed by the quality of the infrastructure and the diversity of experiences,” adds Sherwin Banda, president of African Travel Inc., also part of TTC. No matter what you are looking for and your budget, there will always be something for you in South Africa. »

An unusual hotel

This 2024 edition of Indaba gave a good insight into the almost limitless tourism possibilities offered by Nelson Mandela’s homeland.

Beyond the great classic circuits and the essential 4 × 4 safaris that are always in high demand, we were able to discover experiences that are a little more off the beaten track, such as the Kruger Shalati. This unusual hotel offers sleeping in a magnificent luxury train parked on a bridge, in the middle of the Kruger National Park, to better observe the wild animals.

“It’s a property we’re seeing increasing interest in,” explained Brett Hendricks, director of operations of Motsamayi Tourism Group, which owns the Kruger Shalati. The South African company’s sales team will have the opportunity to present this unique product to Canadian buyers at the next show Africa Showcase, which will be in Toronto in early November. “We really want to develop our presence in Canada, which is an important market for us,” said Brett Hendricks.

Canadian tour operators wanted

Also present at the Indaba show, the Akilanga agency opened its doors to future collaborations with Canadian and more particularly Quebec tour operators. Based in South Africa since 1994, the incoming company, which has its headquarters in Paris and offices in Johannesburg and Cape Town, designs individual and group tours, à la carte and in French.

” We have French expertise and we work with French guides on site; That’s what makes us unique and what’s interesting to Quebecers,” said Jean Saouchi, general manager of Akilanga.

To learn more about South Africa: southafrica.net/en/en/