A meeting of minds redefining tourism in Africa. Introducing “TWO SHOWS ONE AFRICA”, as INDABA and We Are Africa change the face of travel trade shows on the continent.

(TRAVPR.COM) SOUTH AFRICA - December 2nd, 2013 - South African Tourism, the custodian of INDABA, is genuinely delighted to welcome and endorse the bespoke travel trade show We Are Africa, in a unique and exciting collaboration set to bring unprecedented business benefits to exhibitors, buyers, and the greater African tourism sector.

“The concept of TWO SHOWS ONE AFRICA is one of the most significant developments in African tourism ever,” says South African Tourism Chief Executive Officer, Mr Thulani Nzima. “It’s the natural outcome of a meeting of minds, and of the passion both organisations share for tourism growth to Africa. It’s underpinned by our mutual commitment to add value to all exhibitors, and indeed 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.”

To illustrate the extent of the strategic alliance of TWO SHOWS ONE AFRICA, South African Tourism will be the title sponsor of We Are Africa taking place in Cape Town from May 5 to 8 next year just before INDABA. Moreover, We Are Africa and INDABA will collaborate to offer mutual exhibitors the best possible exposure to the best quality hosted buyer pool.

INDABA has earned its place as a Southern African institution in the industry, and one of the world’s iconic travel trade shows. With the TWO SHOWS ONE AFRICA collaboration, INDABA will shortly have a We Are Africa senior representative on its advisory board, and reciprocally for a South African Tourism representative on the We are Africa advisory board. Both parties are eager to navigate a more formal, long-term association; to capitalise on the opportunity of escalating the trade shows into the future together.

The TWO SHOWS ONE AFRICA collaboration is but one of the many profound changes – albeit it a hugely significant one – that will be introduced at INDABA 2014. Each upgrade to the show is being carefully considered against a deliberate roadmap to take INDABA to the next level.

A recent announcement that INDABA will be a three-day trade show brings it in line with global trends and best practice, respecting the busy schedules of both buyers and exhibitors. The inclusion of two exciting new meeting zones at INDABA; new TWO SHOWS ONE AFRICA combined digital platforms to facilitate seamless meetings; the addition of a premium exhibitor lounge; and of course a compelling invitation to all African destinations to exhibit at INDABA, TWO SHOWS ONE AFRICA is now solidly entrenched as the continent’s premier tourism week invitation to the world.

Serge Dive, Chief Executive Officer and founder of Beyond Luxury Media Ltd, organisers of We Are Africa [also PURE Life Experiences in Marrakech and LE Miami] trade show, says while We Are Africa and INDABA have fundamentally different formats, they are united in their determination to drive tourist arrivals growth to Africa.

Where INDABA has represented the fabric of the Southern African travel trade and the breadth of the tourism sector for nearly 30 years, We Are Africa is a tight, exclusive community for niche, high-end luxury products who exhibit by invitation-only.

“We are effectively combining We Are Africa’s exclusivity with INDABA’s scale as a premier mass market tradeshow that attracts local and international buyers,” Dive says. “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."

“This offers indisputable evidence that Africa offers an immense variety of experiences and travel products; that the African continent is an extremely competitive, accessible and viable leisure travel choice; and that a spirit of collaborative teamwork drives our business.”

Says Mr Nzima: “This alliance is the result of deliberate osmosis. 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’s already enjoying inbound tourism growth upward of seven percent. It’s exciting. It’s full of promise. And, we believe it offers a proposition that’s impossible for the travel business world to resist.”

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