Africa’s Travel Indaba (ATI) 2024 was a tremendous success, surpassing expectations and demonstrating the recovery KwaZulu-Natal has been seeking. From the ambience to the meetings, trade feedback, and numbers, the event was exceptional.

Over the three days of ATI, including BONDay, the direct spend impact was over R226 million, with a multiplier effect exceeding R330 million, and a GDP contribution of over R500 million.

“We were thrilled to see the last day of ATI still bustling and vibrant. This is a clear sign of post-Covid recovery; we have our indaba back and have truly recovered,” said Phindile Makwakwa, Tourism KZN’s Chief Operating Officer.

“ATI is a premier event that not only allows us to showcase our province through pre and post tours but also highlights our status as a global player in business events. We look forward to an even bigger and better ATI 2025,” Makwakwa added.

Highlighting the value of ATI, Makwakwa emphasized it as an opportunity to showcase Africa’s offerings, allowing businesses to collaborate, expand, and diversify with partners they might not have considered. Tourism KZN exemplified this collaborative spirit.

“We have shifted from competition to collaborative competition, allowing coastal provinces to present themselves differently. We had remarkable meetings with Wesgrow, Cape Town’s tourism, trade and investment entity, and the Eastern Cape to enhance cruise tourism through unified coastal itineraries,” Makwakwa said.

Another success of ATI was the implementation of the Basic Quality Verification (BQV) program, recognizing 150 properties from villages and small towns.

Tourism Deputy Minister Fish Mahlalela noted that this strong foundation enables the tourism sector’s growth, creating economic opportunities, especially for youth, women, and people with disabilities.

SA Tourism’s Chief Quality Assurance Officer, Bronwen Auret, highlighted that the BQV program was successfully implemented at this year’s ATI, introducing tourism accommodation providers to quality assurance standards. To date, 150 out of 210 participants have received their BQV certificates.

The ATI release stated that the BQV supports homestays and emerging tourism ventures in small communities, guiding them through a structured development process. This enables them to engage with the tourism market and access funding, even if they do not meet the core grading requirements, ultimately helping smaller, less formal accommodations and attractions thrive.

Durban ICC Chief Operating Officer, John Oritho, expressed excitement over the interactions at Indaba. SA Tourism CEO Nombulelo Guliwe noted growth in the number of countries participating in Indaba, emphasizing the global market’s interest in experiencing Africa’s offerings. “We can’t do this without participation from fellow African countries,” Guliwe said.

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