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.
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
Qatar Airways offers reduced timetable to over 60 destinations
WTTC global tourism reached record economic impact of 11 trillion in 2025
Hands In, UATP join forces for airline multi-card payments
Overseas travelers to the United States declined by 2.5% in 2025