KZN invites African buyers to discover its tourism treasures

AFRICA'S Travel Indaba (ATI) is one of the largest tourism marketing events on the African calendar where stakeholders meet, engage and share with the world their inspiring stories of resilience and innovation in travel and tourism.

- MARYANNE ISAAC

The travel indaba serves as a strategic springboard for the entire tourism value chain. As the host province, KwaZulu-Natal leverages this platform to attract top buyers and drive demand for local tourism products and travel services.

The African tourism and travel market presents a high-value opportunity for Durban and KwaZulu-Natal. To stay front and centre in this competitive space, the KwaZulu-Natal Tourism and Film Authority (KZNTAFA) has rolled out targeted programmes aimed at boosting visibility, strengthening brand identity and keeping the province top of mind for travellers. În its trade engagements, KZNTAFA plays a vital role in deepening industry knowledge of tourism offerings while showcasing KwaZulu-Natal as a premium destination.

Sibusiso Gumbi, KZNTAFA Acting CEO, highlighted ATI as a powerful platform that strategically brings African businesses together to collaborate and drive growth across the tourism sector.

"Trade shows of a grand scale like Africa's Travel Indaba enable African players within the tourism sector to interact and trade, as well as establish strong business relations. African buyers and sellers have home-ground advantage when it comes to establishing tourism link-ups and tailoring travel packages. International buyers look for tourism experiences and products that are relevant for their markets. This gives them the opportunity to have business partners in South Africa, and KZN, to collaborate with and create a seamless journey.