This book is your guide to making INDABA 2014 work for you
GREETINGS FROM THE SAT INDABA TEAM
DESTINATION: INDABA 2014
Exhibitors representing the best travel brands will be at INDABA with their
Inkosi Albert Luthuli Convention Centre (Durban ICC);
products and services, but this year, INDABA is a little different – we are making
Durban Exhibition Centre (DEC) in Durban, KwaZulu-Natal.
it more valuable and relevant, with the focus on writing great business deals. As a
10 to 12 May 2014
country, we are celebrating 20 years of democracy and we expect immense global
NDABA is the biggest and most influential African travel trade
interest and a great time to be had (doing business) by all, with increased media
show on the continent. This book is your guide to making
attention and more quality buyers.
INDABA 2014 work effectively for you.
We have carefully selected changes to INDABA as part of a 3-year journey
of improving this trade show as INDABA promises to be a truly memorable,
As you already know, INDABA is Africa’s greatest and oldest travel trade show,
high-quality B2B event.
bar none. As an exhibitor, standing out at INDABA is the key to success and to
making those three days spent at the show an investment that will keep your
We stand by our belief that INDABA is the best value for money travel trade
business ahead of the competition. In a nutshell, INDABA is all about making
exhibition on the continent and is the best possible environment for you to do
connections that boost profitability.
At South African Tourism we are immensely proud and passionate about INDABA,
INDABA is the chance for South Africa to meet Africa, and for Africa to meet the world.
and we have put this booklet together to assist you to make the very best of this
sales platform to market your business.
I look forward to seeing you at INDABA which will be the
best of our continent under one roof.
While there are new shows springing up all over the place, and NEW is good, INDABA is
owned by our South African tourism and travel industry and we should all be proud of it.
INDABA is South African born and bred and its success is for South Africa, and
All the best, Jan Hutton
due to South Africans. It may be a South African Tourism run show, but we all
own INDABA. We want you to hold us to the highest standards and to engineer
Chief Marketing Officer
maximum value for your business, as we further commit to growing our industry.
for South African Tourism and the INDABA team
INDABA IS GOING FROM STRENGTH TO STRENGTH
Setting new standards in technology, eco-friendliness and personal interaction,
INDABA 2013 was hailed by all for its energy and success in stimulating and
promoting African tourism.
JOIN OUR SUCCESS | INDABA 2013
MEDIA INTEREST SURGED IN 2013, OVER
800 media covering INDABA
With over 2 decades of success, INDABA has grown each year in stature and
size and is now even more entrenched as the continent’s top tourism trade event.
It has been established as the best 360° mass-market show on the continent
thanks to the incredible support of all our exhibitors.
For two years in a row, INDABA has won the award for Africa’s best travel and
1464 international buyers
tourism show by The Association of World Travel Awards, but we also recognise
the need to upgrade, reinvigorate and further focus INDABA to measurably
increase its value for all delegates.
(BY SOUTH AFRICAN TOURISM)
WERE REPRESENTED AT INDABA AND THIS IS EXPECTED TO GROW
FURTHER IN 2014
More than 10,000 delegates
VISITED THE INDABA 2013 SHOW
THE BEST OF A CONTINENT UNDER ONE ROOF
INDABA THE MOST DIGITAL TRADE SHOW IN THE WORLD
This year INDABA is inviting the rest of Africa to join us in the success story. There
Technology will continue to play a hugely significant role at INDABA 2014.
is no doubt that, as the fastest growing continent, Africa is the tourism opportu-
However, all technology investment is done for the sole purpose of increasing the
nity of the decade. Therefore, 2014 is a must for exhibitors, buyers, stakeholders
pre, during and post-Indaba level of business engagement and networking.
and media. More than ever, INDABA 2014 will show growth, diversity and a broad
variety of products.
INDABA 2013 was hailed as the most technologically advanced yet, and the
virtual and real connections made have been beneficial long after INDABA has
INDABA is the best of our African continent under one roof, and this is the perfect
passed, preparing business for the year ahead.
opportunity to plug into Africa’s growth. INDABA has been a Southern African
show for the past 15 years and now we look forward to growing and creating
synergies throughout Africa.
DID YOU KNOW? There were over 11 400 ‘INDABA CONNECT’ users who
shared 14 258 documents and over 240 000 electronic connections making
INDABA exhibitors represent the best of what Africa has to offer and is the African
community for the travel industry, united in our bid to showcase the very best of
our continent to the world, for the benefit of all.
this the most connected, best networking opportunity for your business.
MEDIA AT INDABA
INDABA attracts exceptional journalists (both local and international) who
South African Tourism hosted 15 bloggers from all over the world in the
generate positive destination content and press coverage across traditional and
build-up to INDABA. These bloggers embarked on different itineraries that
new media channels. This elevates South Africa’s standing and desirability globally,
covered a broad spectrum of activities, experiences and attractions all around SA.
therefore driving tourist arrivals.
The bloggers shared their stories with the trade at a special inaugural event in
TAKE A LOOK AT THE FACTS
802 journalists attended
REPORTING ON INDABA AND OUR DESTINATION
(NEARLY 200 OF THEM BEING LEADING INTERNATIONAL MEDIA)
Durban on the 10th of May 2013 (this conference was sold out in two weeks).
#MeetSouthAfrica reaches how many people? So far more than 2 million
on Twitter alone. Wowzers! @traveldudes #INDABA2013
Horse riding in the mountains near Clarens is a spectacular experience.
#MeetSouthAfrica. Loved it.
ONE WEEK AFTER INDABA 2013 POSITIVE EDITORIAL COVERAGE OF INDABA
AND SOUTH AFRICA WAS WORTH MORE THAN
“…the level of interaction on #MeetSouthAfrica, with both locals and people around
the world, was phenomenal and I’m convinced that interest in South Africa will
continue to grow as the bloggers publish their blog posts in the coming months.”
(as per standard independent PR ratings)
- Keith Jenkins, iAmbassador network.
BIG-HITTING MEDIA HOUSES WERE IN ATTENDANCE, INCLUDING
BBC World, CNN
AND CHINA CENTRAL TELEVISION
DID YOU KNOW? The #MeetSouthAfrica Bloggers reached over
60-million people around the world | The #INDABA 2013 hashtag
reached over 31-million people massively increasing awareness of
ADDITIONAL EXCITING MARKETING AND SALES REPRESENTATION AT INDABA
FROM LEADING GLOBAL COMPANIES IN THE TOURISM INDUSTRY SUCH AS
the National Geographic Channel, TripAdvisor, WAYN.com, Expedia and CNBC AFRICA
South Africa as a tourist destination
Most shared content: examples
st shared content:#MeetSouthAfrica BLOGGERS
ost shared content: examples
WHAT’S NEW AT INDABA
Over the next three years there are exciting and material changes being made to
upgrade INDABA into a more hard-working and modern travel trade show.
Some of the carefully chosen changes are, for example:
Brand new matchmaking software which will ensure the most appropriate
meetings for exhibitors/buyers, making optimal use of your time.
• new Travel Technology zone showcasing all the latest global tech trends
impacting our industry.
• dedicated ‘Business Hub’ offering a high tempo, table-top (trade floor) zone
for premium exhibitors to guarantee access to the world’s top quality hosted
buyers, with a minimum of 42 back-to-back invaluable engagements.
And much more to follow…
HOW TO WORK INDABA (LIKE A PRO)
You might already have your own well-planned approach for making INDABA
The recipient of this meeting request then has the opportunity to accept or
work, but here are some of our INSIDER TIPS to help you make the most out of this
important event. Knowing how INDABA works and working INDABA is the key to
decline the meeting.
Once the meeting is accepted, it will appear, blocking off that time in the
your success at the show. There are so many meetings and networking opportunities
on offer that it can be overwhelming. Here are a few recommendations you can’t
requestor and recipient’s Outlook diary.
This enables both exhibitors and buyers to carefully select who they would like
afford to do without.
to meet, which is less time-consuming and improves the relevance of meetings.
SETTING UP MEETINGS WITH BUYERS
The meetings must be set up way in advance - this is your No. 1 key to success at
DID YOU KNOW? In 2013, approximately 3000 formal meetings
INDABA. These meetings are set up via the digital diary system (see below):
were made through the Matchmaking Diary System.
It’s also very important that exhibitors manning stands are knowledgeable about
their product and pricing, that they are refreshed and enthusiastic, and can deliver
the information that the international buyer is looking for.
What is the best way for exhibitors to find (and make appointments with)
The Matchmaking Diary System:
INDABA is all about planning, and part of the planning process is making the diary
“80% of INDABA participants are seasoned exhibitors, who travel extensively to
system work for you, in advance.
international shows to meet their clients. Exhibitors who arrange appointments with
The online diary usually opens on the INDABA website in January, giving
non-hosted buyers tend to prefer personal interaction. They therefore arrange to meet
exhibitors and buyers 3 months to set up and confirm appointments.
Once exhibitors and buyers have confirmed their registration, they are are
with them via email or personal meeting requests via their inboxes.”
– Zaida Enver, MD Witch and Wizard
sent a username and password, which gives them access to all aspects of the
INDABA website, and the ability to view the current list of delegates.
Once viewed, they have the ability to request meetings with a listed delegates
in a specific timeslot, on a day and at a venue of their choice.
These choices are available in a drop-down list on the online diary making it
simple to use.
INDABA is all about facilitating high-quality face time connections and business
between buyers and the South African tourism trade, and in a sprawling show
spanning thousands of square metres, the innovative ‘Speed-Marketing’ sessions
will again be a showcase not to be missed at INDABA 2014.
Introduced with much success at INDABA 2012, excitement is growing for
the Speed-Marketing sessions, which are again set to give buyers easy access
and exposure to new experiences and a wide cross-section of South Africa’s
Around 20 tourism products will make 4-5 minute presentations and ‘sales pitches’
to international hosted buyers, supported by backing presentations and imagery of
their tourism offerings. These fast and effective sessions have been exceptionally well
received in the past two years, and generated numerous introductions that led to
lucrative deals for the tourism industry.
INDABA Connect is a green and effective way to connect people during Indaba
and assist them with following up on appointments and meetings after the show
The Speed-Marketing sessions give international buyers easy access to the South
which may not have materialised because of time constraints.
African trade, helping them to plan optimally and impact positively on the bottom
line of their businesses, as well as on the bottom line of South African businesses.
INDABA CONNECT 2013
11 458 users
Digital connections on the INDABA Connect platform are beneficial long after
INDABA to all delegates, enabling them to follow up, close business deals, initiate
new ones and stay in touch with partnerships into the future.
INDABA Connect Tags mean exhibitors don’t have to keep any marketing material
OVER FOUR DAYS
at their stands. The Tags contain company profiles and brochures, and buyers
and fellow exhibitors can download this information onto their Indaba Connect
Pokens by touching the Tags.
SOUTH AFRICAN TOURISM IS PROUD TO BE ECO-FRIENDLY
374 trees saved
(See more about Pokens under Networking).
See and be seen
Networking is crucial to a successful INDABA, but you have to make the RIGHT
CONTACTS for your business. Here is some sound networking advice if you want
to make lasting personal connections…
Use the digital platform
Pokens: As we said under the previous heading, the Indaba Connect system is an
integral part of the INDABA experience and the best way to maximise the value
of having 1 384 exhibitors and 2 341 buyers all under one roof. Indaba Connect
allows delegates to exchange information – business cards, brochures, information
packs and images - through their Poken/Tag devices. The Indaba Connect Poken
is your essential work tool for INDABA - the digital business card of the future,
merging real and virtual business relationships into one place.
Managing your stand efficiently, effectively and creatively during INDABA is
Networking events at Indaba are important to your success at the show, and
another key factor to success.
you probably have a number of key events you attend every year because of
the valuable connections made. However, the Speed-Marketing workshops
Reviewed against manty other mass-market trade-shows INDABA is a
are an excellent way to not only market your business, but meet and make
value-for-money show, and South African Tourism has carefully reviewed rate
valuable connections. There are also specialised workshops on topics like Digital
increases for INDABA and kept them to a bear minimum, with some new
marketing, which will assist your business in creating a valuable social-media
value-add loyalty package options and structured discounts for exhibitors.
space in which you can continue to interact with clients.
HOT TIP: Apply early to secure the early-bird rate to exhibit at
INDABA 2014 – last year, we had to turn exhibitors away due to being
oversubscribed and we already have over 200 confirmed exhibitors.
THIS IS HOW THE STAND SPACE WORKS
There are various levels of discounts and loyalty incentives available:
Preparation is key – the more you plan ahead, the more quality meetings and
valuable business you’ll do.
For the first time, INDABA is offering supportive exhibitors a loyalty incentive.
Plan your INDABA diary around hosted buyer schedules, where possible.
Arrange relevant confirmed meetings between buyers and exhibitors.
• s a good idea to create novel ways to create media attention for your business.
Loyalty discount – 6 years or more:
• not depend on walk-in/walk-by business – make sure your sales proposition
Loyalty discounts – 5 years or less:
New exhibitor incentive:
stands out from your competitors.
Cut down on the small talk – get down to business as efficiently as you can.
Have a knowledgeable and enthusiastic team manning your stand that has
How to have a green INDABA:
Powerful and informative exhibitor marketing collateral is highly in demand by
considerable product expertise.
Rotate staff regularly so they are energised, attentive and eager to state your
USP’s (unique selling points).
buyers at INDABA. You have to think smart, cost-effective, green and practically.
The days of piles and piles of brochures at INDABA stands are a thing of the past;
Make sure your meetings keep to the allotted time to ensure continuous
rotation of valuable networking.
it’s all digital. Make sure you use the Indaba Connect system to share as much
marketing material as you wish to.
Be aware of your visitor/buyer needs and respond accordingly to meet them.
Prepare for every prearranged meeting before the time to maximise benefit.
Take advantage of the stand discounts by being decisive and joining INDABA
Have fun, INDABA is time to celebrate our country, our continent and our biggest
and best travel show.
REGISTER YOUR INTEREST HERE:
INDABA is owned and managed by South African Tourism (SAT): www.southafrica.net