Africa's Travel Indaba 2024 Set to Boost South Africa's Economy

The Africa Travel Indaba 2024, Africa's largest leisure travel trade show, is set to take place in Durban, South Africa from May 13-16, 2024. The event, owned by South African Tourism, aims to create market access for a wide array of African leisure tourism products and services.

Deputy Minister of Tourism Fish Mahlalela expressed optimism that the 2024 edition will match or exceed the economic impact of the 2023 event, which contributed a total of 1.2 billion South African rand (about 63 million U.S. dollars) to the country's economy, including a direct contribution of more than 400 million rand. The event is expected to sustain 2,296 jobs, including 1,374 direct jobs, 186 indirect jobs, and 735 induced jobs.

The Africa Travel Indaba 2024 has confirmed 990 exhibitors from 26 African countries, including newcomers Burkina Faso, Eritrea, and Guinea, and more than 1,000 buyers representing 36 countries. The event is seen as critical for showcasing Africa's travel and leisure tourism products and services, and for unlocking intra-continental travel.

Why this matters: The Africa Travel Indaba 2024 is expected to provide a significant economic boost to South Africa, creating job opportunities and promoting tourism growth. The event serves as a vital platform for African countries to showcase their tourism offerings and foster intra-continental travel, contributing to the overall development of the tourism industry on the continent.

The South African government has taken steps to facilitate travel between South Africa and other African countries, such as introducing visa-free travel between South Africa and Kenya, which has resulted in a 99% increase in arrivals from Kenya. Similar success has been witnessed between Ghana and South Africa since the announcement of the visa waiver on November 1.

The event is expected to contribute to the recovery of tourism in KwaZulu-Natal, which is projected to welcome over 800,000 international visitors in the coming year, surpassing the 2019 arrivals. The provincial economic development, environmental affairs and tourism MEC Siboniso Duma expressed concerns about the country and provincial marketing lagging when it comes to attracting Western visitors.

The Africa Travel Indaba 2024 provides a valuable opportunity for township and village tourism associations to showcase their offerings. The event is a critical platform for South African Airways (SAA) to test its route strategy, and tourism data is considered absolutely important for the airline.

Key Takeaways

• Africa Travel Indaba 2024 to be held in Durban, South Africa from May 13-16, 2024.
• 2023 event contributed 1.2 billion rand ($63 million) to South Africa's economy and sustained 2,296 jobs.
• Event to feature 990 exhibitors from 26 African countries and over 1,000 buyers from 36 countries.
• Event expected to boost tourism recovery in KwaZulu-Natal, which aims to surpass 2019 visitor arrivals.
• Provides platform for township and village tourism associations to showcase offerings and for SAA to test route strategy.