South African Tourism and the South African National Convention Bureau (SANCB) – through the Department of Tourism's Tourism Incentive Programme – provided 16 small and medium enterprises (SMEs) the opportunity to attend the World Travel Market (WTM) in London, UK, and IBTM World in Barcelona, Spain, this year.
Four SMEs share their experiences:
Chris Chaka, Founder and CEO, Afrika Native Travel
“Our IBTM experience was extraordinary. It connected us with tourism professionals and travel industry partners eager to collaborate in creating innovative South African tourism products. IBTM also opened doors to potential business across the globe, helping us reach our target markets and new markets. Our services include safari experiences, overland and cross-border tours in Lesotho, adrenalin-packed adventures and heritage-focused cultural hiking experiences.
“IBTM buyers showed significant interest in our offerings with some enquiring about autumn packages. Inspired by this demand, we are designing new products to appeal to the international market and customising these for the various global markets.
"Initially, our challenges included limited market access and financial constraints, making participation in such platforms difficult. We are immensely grateful to the Department of Tourism and the SANCB for enabling us to showcase our products to the world. The SANCB’s workshops and briefing sessions equipped us with the tools to prepare effectively and navigate potential challenges.
"Thanks to our attendance at IBTM, our business now has a global presence.”
Jaco Kruger, Owner of Offshore Adventures
“I’ve attended several African trade shows – IBTM in Barcelona was my first international trade show and a new experience. While African trade shows are often about networking, strengthening relationships and reinforcing our presence locally, IBTM required a shift in perspective.
“I realised that promoting my business wasn't the immediate priority – that one has to sell South Africa, then your province, then region and then your product. A key take-away was the importance of adaptability, wearing multiple hats and thinking like a destination management company, promoting your business and the broader SA tourism ecosystem.
“My IBTM meetings were forward-looking. Attendees explored future travel opportunities to South Africa and sought fresh ideas for their itineraries. This interest was hugely encouraging, allowing me to position Offshore Adventures as a unique addition to their travel offerings.
“Based in Plettenberg Bay, our company specialises in marine wildlife encounters. We’re also carving a niche in specialised tours, such as sardine-run excursions tailored to the likes of marine biology students for field studies, combining marine biology expertise with adventure. At IBTM, I connected with potential partners who showed genuine interest in these educational experiences.
“The hard work begins now: following up, nurturing leads and turning them into collaborations. I’m optimistic that the groundwork laid at IBTM will yield significant results in two to four years.
“I’m very grateful to the Department of Tourism and the SANCB for facilitating this opportunity. IBTM has inspired me to think differently and innovate.”
Pretty Ngubane, Director of PSN Travel Frenzy, a Richards Bay-based tour operator
“Attending WTM London for the first time was a remarkable experience. I showcased our unique cultural tours, emphasising South Africa’s diversity and the spirit of the Rainbow Nation. We specialise in authentic cultural and rural tours where visitors can interact with locals in rural villages, learn about their traditions and immerse themselves in their cultural practices.
“Although I didn’t manage to schedule many pre-arranged meetings due to a glitch in my online diary, the impromptu ‘pop-ins’ at my stand more than made up for it. Many of these resulted in follow-up meetings, promising steps to fruitful partnerships.
“WTM London offered me valuable insights into international markets and the importance of building strong relationships with leads. I aim to establish connections that lead to signed contracts at future events. Additionally, my participation boosted the credibility of my business and confidence in presenting our offering on a global stage.
“A take-away was the importance of having pre-priced packages in foreign currencies like pounds as last-minute calculations can deter potential clients. This experience taught me to prepare better for future trade shows by pricing before the event. This would allow me to secure immediate client commitments instead of waiting for follow-ups.
“I’m grateful for the support provided by South African Tourism and other stakeholders, which made this opportunity possible and my participation in WTM London a resounding success.”
Lukhanyiso Giba, Managing Director of Lugi Design Travels
“Attending WTM was an incredible opportunity to showcase my business, which focuses on uncovering hidden gems and crafting sustainable travel experiences that blend authenticity, luxury and adventure. My curated packages emphasise meaningful connections with communities. The personalised touch in every itinerary resonated with potential clients and collaborators, leading to enthusiastic feedback and promising leads.
“WTM highlighted the need for diversity in the predominantly white travel industry and revealed growing interest from people of colour in collaborating and fostering community and support.
“Additionally, it became clear that there is growing demand and space for small businesses offering unique, handcrafted travel experiences. I plan to leverage these insights by building inclusive partnerships and curating tailored, authentic itineraries celebrating diversity and individuality.
“Experiential travel has always been central to my business and WTM reaffirmed its value. I gained insights into ‘play travel’, affirming that my approach is ahead of the curve. Additionally, I identified opportunities to attract travellers at their point of origin and by curating unique, one-day experiences for visitors already in Cape Town. This will enable me to expand my offerings to spontaneous in-destination travellers while continuing to provide personalised, immersive experiences.
“Preparing for WTM posed challenges, especially for this SME with limited resources for logistics, impactful marketing and financial commitments. The South African Department of Tourism provided critical support, including funding, guidance and networking opportunities with key industry players enabling me to showcase my business and connect confidently. WTM opened doors to meaningful connections with immense potential for elevating my business to new heights.”
