South Africa’s tourism trade show Indaba has aligned itself with
luxury travel show We Are Africa in a bid to shore up its defences against the new WTM Africa being organised for the first time next year.
Promoting the two events as "Two Shows One Africa", South African Tourism will be the title sponsor of We Are Africa taking place in Cape Town from May 5 -8 next year just before Indaba in Durban.
We Are Africa and Indaba (May 10-12) will collaborate to offer mutual exhibitors exposure to the hosted buyer pool.
According to a statement issued by South Africa Tourism: "Both parties are eager to navigate a more formal, long-term association; to capitalise on the opportunity of escalating the trade shows into the future together."
Serge Dive, CEO and founder of Beyond Luxury Media Ltd, organisers of We Are Africa said while We Are Africa and Indaba have "fundamentally different formats", they are united in their determination to drive tourist arrivals growth to Africa.
We Are Africa targets high-end luxury products that exhibit by invitation-only.
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.
By Ian Jarrett
