3 December 2013

New collaboration to change face of travel trade shows in Africa

A new strategic alliance between South African Tourism and Beyond Luxury Media will bring unprecedented business benefits to exhibitors and buyers at INDABA and We Are Africa.

The Two Shows One Africa logo The Two Shows One Africa logo

Two Shows One Africa is underpinned by our mutual commitment to add value to all exhibitors, and to the entire travel and tourism ecosystem on the continent. It will ensure that select international buyers who come to do business at either trade show get maximum return from both. – Thulani Nzima, South African Tourism CEO

INDABA custodian South African Tourism (SAT) and Beyond Luxury Media Ltd, organiser of bespoke travel trade show We are Africa, have formed a strategic alliance: Two Shows One Africa.

The collaboration will see SAT as title sponsor of luxury trade show We Are Africa, which takes place in Cape Town from 5 to 8 May 2014, just before INDABA (10 to 12 May 2014).

Together, We are Africa and INDABA will offer mutual exhibitors the greatest possible exposure to the best quality hosted-buyer pool. Digital platforms will be combined for the two shows, facilitating seamless meetings and entrenching Two Shows One Africa as the continent’s premier tourism week.

A senior We Are Africa representative will be joining the INDABA advisory board, and an SAT representative the We Are Africa advisory board. Both parties are eager to navigate a more formal, long-term association to capitalise on the opportunity of growing the trade shows together.

Thulani Nzima, South African Tourism CEO, said Two Shows One Africa is one of the most significant developments in African tourism, with both organisations sharing a passion for tourism growth to Africa.

‘It’s underpinned by our mutual commitment to add value to all exhibitors, and to the entire travel and tourism ecosystem on the continent. It will ensure that select international buyers who come to do business at either trade show get maximum return from both,’ he said.

He added that Africa now represents the single most exciting tourism opportunity in the world.

‘The Two Shows One Africa concept delivers a modern, positive image of a continent that is already enjoying inbound tourism growth upward of 7%. We believe it offers a proposition that’s impossible for the travel business world to resist,’ he said.

Serge Dive, CEO and founder of Beyond Luxury Media, said that while We Are Africa and INDABA have fundamentally different formats – with INDABA representing the fabric of the southern African travel trade and the breadth of the tourism sector, and We Are Africa a show for high-end luxury products that exhibit by invitation only – the two are united in their determination to drive tourist arrivals growth to Africa.

‘We are effectively combining We Are Africa’s exclusivity with INDABA’s scale as a premier mass-market trade show that attracts local and international buyers. We will keep each trade show distinct in its proposition, significantly increasing the value for chosen hosted buyers who attend both shows, and effectively doubling the exposure of mutual exhibitors to the world’s premier international buyers,’ he said.