'Playing globally, winning locally' central to INDABA 2011

Preparations are well underway for Africa's biggest travel and tourism trade show - which spans 27 000m²- with more than 13 000 visitors, 1300 exhibitors, over 170 international hosted buyers and hundreds of local and international media expected this year at INDABA.

With the theme of "Playing Globally, Winning Locally" INDABA 2011 will pay tribute to the role played by the South African tourism industry in achieving 15.1% growth and an all-time high of over 8 million tourists in 2010. South African Tourism and its stakeholders will use INDABA to highlight issues such as the phenomenal growth and opportunities in emerging markets in Asia and the Americas, while keeping the focus on the country's core tourism markets. It will also place the emphasis on a renewed drive to stimulate domestic tourism and encourage South Africans to explore their country.

Addressing 2020 goals

Through events such as the Emerging Tourism Entrepreneur of the Year Awards (ETEYA) on 6 May, the INDABA opening ceremony on 7 May and the Global Media Face Off (to be moderated again this year by CNN's Richard Quest) and Welcome Awards on 8 May, INDABA 2011 will also start to address the 2020 goals set out by the National Department of Tourism in the National Tourism Sector Strategy (NTSS).

"When the tourism industry met at INDABA last year it was amidst great excitement, anticipation and intense global scrutiny shortly before our country's hosting of the 2010 FIFA World Cup. The event's phenomenal success enhanced worldwide positivity and awareness of our destination and contributed to a record-breaking year for the South African tourism industry. At INDABA 2011 we will pay tribute to the role played by the entire tourism industry in helping to showcase our country in such a positive light, while looking at the factors and trends that led to South Africa outperforming the global rate of tourism growth by over 8% last year and the opportunities which have emanated as a result. We will also use INDABA 2011 to look at the 2020 targets set for the industry by the National Tourism Sector Strategy," said Thandiwe January-McLean, chief executive officer of South African Tourism (SA Tourism).

January-McLean stressed, however, that INDABA remained Africa's foremost travel trade show and will be an unparalleled business and networking opportunity for Southern Africa's foremost product offerings, as well as a wide array of international buyers and tourism industry stakeholders.

"INDABA remains the highlight of the South African Tourism calendar and every year we strive to keep it fresh and innovative as we work with our partners to continue to grow the tourism industry and emphasise our country as a world-class tourism destination. We will also use INDABA to debut some of our exciting new campaigns and marketing work in our core and emerging tourism markets, as well as our new global creative direction," she added.

New innovations

New innovations at INDABA 2011 this year will include a multi-touch table surface allowing multiple users to view and engage with South African destination information, video content and social media platforms, a dedicated INDABA TV channel, as well as exciting new networking platforms, seminars and briefings.

Indaba 2011 takes place from 7-10 May at the Albert Luthuli Convention Centre (Durban ICC). For more information, including media and visitor registration, go to www.indaba-southafrica.co.za.