This year’s Africa Travel Indaba in Durban carried the ambitious theme “Unlimited Africa”, symbolising the continent’s vast potential and belief that its tourism sector can break boundaries, create connections and drive inclusive economic growth.
However, for SMEs, the experiences of being “unlimited” have varied.
For some, the indaba has delivered on its promise.
Borutho Tours and Travel, based in Limpopo, is one such business. It offers rural and township tours, aimed primarily at international tourists seeking immersive, authentic experiences of South Africa.
Borutho managing director Liorna Berend expressed optimism about their participation.
“This event is definitely giving us the exposure we need to grow internationally,” Berend told Vutivi News.
“We’ve been able to schedule meetings with global travel operators using the indaba app, which has been a game changer. It allows us to filter and connect with exactly the right people.”
She said the success of the company would have a positive impact on the community.
“Our tours include visits to women brewing traditional beer, local crafters selling souvenirs and traditional healers sharing African medicinal knowledge. When we attract tourists, we’re also empowering our communities.”
Similarly, Yandisa Zililo who is the founder and CEO of Yolaan Guest House in the Eastern Cape, praised the indaba for being more than just a marketplace.
“The event has given us a valuable chance to network and share ideas with other entrepreneurs in our industry,” Zililo said.
“It’s inspiring to learn from others and take home new ideas that we can adapt to grow our own business.”
Steve Venton, director of Kingfisher Journeys in Rwanda, also found the indaba to be fruitful.
“I made my plans well in advance, scheduled my meetings early and everything has been smooth so far,” Venton said.
“This event gives us a real opportunity to meet new customers and build lasting relationships.”
But while many have celebrated the platform, others have expressed frustration.
Sonto Ngomane, who is the CEO of Keanu Tours and Safaris, said that for her, the theme felt disconnected from her experience.
“Our stand is practically invisible. We weren’t placed where people could easily find us, so we have to call out to people just to get them to notice us,” she explained.
Ngomane added that the quality of their stand was subpar.
“When we arrived, the stand was built using cupboards, making it unstable. Eventually, they replaced it with a shell scheme, which was slightly better. But for what we paid and considering we paid on time, I expected more.”
Despite her disappointment, Ngomane remains determined.
“We’ve already signed deals with business owners from Kenya, Namibia and KwaZulu-Natal. Even though we felt limited, we will still rise above and be unlimited.”
Long-time participant Robin Pope Safaris, which operates in Zambia, Malawi and Zimbabwe, offered a more seasoned perspective.
Marketing manager Geno Chikwiri said they have been attending the indaba for over 25 years and regarded it as one of the most useful networking platforms on the continent.
“The indaba always helps us connect with agents and enter markets we hadn’t previously explored,” she said.
“Our source markets include the UK, Europe, the US and Australia, and we’ve already lined up meetings with several key delegates.”
She did note, however, that their stand was allocated late due to delays in the event’s planning tender.
“Still, the organisers were transparent and helpful, and we’ve managed to make it work.”
