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Indaba seeks to become ‘relevant’ again
Faced with new competition, South Africa’s travel trade showcase, Indaba, will make changes next year and rebrand as a pan-African event.
According to a report in Tourism Update, the 2014 show will be condensed into three days from May 10-12.
Jan Hutton, chief marketing officer South Africa Tourism, said that Indaba had stagnated over the years. She added that in her new role at SA Tourism, she was committed to making the trade show relevant again.
According to Hutton, while the increased competition provided by the additional trade shows forced everyone to "up their game", it did not do the trade any favours.
"By and large we’ve all had fragmented budgets," Hutton said, adding that exhibitors had to decide whether to split their budget into three trade shows or triple their trade show budget.
She said the creative messaging around Indaba would focus on pitching the show as an African trade show.
Indaba faces competition from the inaugural World Travel Market Africa which will take place at Cape Town’s International Convention Centre from May 2-3.
World Travel Market Africa is part of parent company Reed Travel Exhibition’s Africa Travel Week, which sees it co-locate with luxury travel show ILTM Africa and meetings and incentives show IBTM Africa across the week of April 28-May 3, 2014.
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