in SE Asia in association with Market Feedback 2016

Size: px

Start display at page:

Download "in SE Asia in association with Market Feedback 2016"

Egbert Rice
5 years ago
Views:

1 Market Feedback 2016 Copyright On Show Solutions Directors: Amanda Margison, Jacqui Reynolds 1

appreciation for our visit. The growth in this region is evident in the figures that South African Airways presented in their opening presentation.

2 This year s Africa Showcase in South East Asia delivered another successful series of events. The travel trade in Singapore, Jakarta and Kuala Lumpur were treated to wider selection of exhibitors from Southern and East Africa and we have received good feedback from the market expressing their appreciation for our visit. The growth in this region is evident in the figures that South African Airways presented in their opening presentation. After the roadshow we have done together in 2015, we have seen a growth of 13% (8,700 PAX in 1st Half 2015 vs. 9,900 in 1st Half 2016) in terms of air tickets purchased from Southeast Asia for travelling to Southern Africa. I am sure the roadshow this year will benefit the South African tourism industries even further, Bernard Lee, South African Airways. The Africa Showcase aims to be a reflection of the diverse range of tourism products that Africa has to offer the Asian travel trade. The majority of African buyers in this market are experienced in selling Southern Africa and there is great potential for repeat visitors to Africa to see East Africa and beyond. This is certainly the message that we wish to create in the market as the offering is complimentary between Southern and East Africa, while retaining the overall market share for Africa. Many of the buyers at our events have already travelled to Africa and can now sell the destination with passion. By encouraging more familiarisation trips, buyers will be able to experience the destination first-hand. South African Tourism in particular has invited our buyers to apply for hosting status for Indaba and Meetings Africa, as a channel to support the investment that our exhibitors are contributing to tourism awareness. Market access is the key driver for South African Tourism in this market. There is a clear need for education with the SE Asian buyers and we are proud Partner relationships South African Tourism was instrumental in creating the overall success of this roadshow through market guidance, presentations and TIP support. With an established representative regularly working this region, it is evident that South African Tourism has forged good relationships with the channel, opening market access and fostering an environment conducive to business generation. South Africa s presentations were well received as they were tailored to the various market needs. This emerging market is still understanding the multiplicity of the destination and events such as the Africa Showcase enhance this understanding. Airline partner - South African Airways - is established in the region as the primary destination airline to Africa with a strong core of key accounts in the cities we visit. South African Airways offers very special trade rates for early-bird exhibitors as well as event prizes for the buyers. South African Airways also plays a support role in this region, driven through the Hong Kong office with incountry support and market guidance. Bernard Lee joined the roadshow in person with opening presentations in each city. SG Luxe Collection is key to the success of the roadshow and our partner Shiela Gomez again delivered a strong profile of buyers to match the exhibitors. Based in Singapore, Shiela established SG Luxe Collection after two decades of extensive experience in senior leadership positions ranging from sales, marketing, branding, partnerships and public relations in both Asia-Pacific and global roles for Raffles, Swissotel, Fairmont and Island Destinations. Over the years Shiela has forged long-standing relationships with industry leaders globally and has earned a reputation as a results-driven marketing leader, having implemented several notable new initiatives in the luxury segment. 2

Market Overview The Africa Showcase brings together all relevant parties to help them understand the destination better - from flight routings to hotels, safaris and experiences.

Attendees included operators, travel agents, incentive organisers and even golf specialists who include a golfing element in their packages.

Their knowledge is stronger due to education through operators as well as the accessibility of air routes direct to South Africa through alliance airlines as well as the Middle East carriers to East

3 Market Overview The Africa Showcase brings together all relevant parties to help them understand the destination better - from flight routings to hotels, safaris and experiences. This knowledge enables the buyers to tailor special itineraries for their clients. Attendees included operators, travel agents, incentive organisers and even golf specialists who include a golfing element in their packages. Singapore African specialists based in the wealthy city-state of Singapore are more established in selling Africa than the other countries we visit. Their knowledge is stronger due to education through operators as well as the accessibility of air routes direct to South Africa through alliance airlines as well as the Middle East carriers to East Africa. We anticipated a low attendance for this event given the number of other travel industry events taking place in Singapore this month, yet we were pleasantly surprised at the good turnout. The opening event for this year s roadshow delivered a serious group Jakarta - Indonesia Indonesia is a much bigger country than Malaysia or Singapore, although its prosperity has come more recently with the transition of democracy. Currently in the region, growth potential for new group business seems strongest in Indonesia as the market knowledge increases. The culture tends to be more introverted than the other countries on our roadshow, but this is not an indication of interest. Exhibitors who actively work this market will see good returns. Kuala Lumpur, Malaysia Malaysia is now regarded as a middle-income, newly industrialized country with strong growth potential for tourism to Africa. Thirsty for information with limited knowledge about the destination, Malaysians need packaged tours to make selling easier. Enthusiastic operators feel they need to experience the destination to sell it. They are keen to immerse themselves in the culture and gain a better understanding. Kuala Lumpur was a good ending for our roadshow. Several of our exhibitors are already seeing business from this market which will likely grow after these meetings, with bookings already in the system for

4 Exhibitor Feedback A definite must for any SA representative interested in inbound business who wants to succeed and grow their market! We confirmed not really knowing what to expect and I was blown away with how the market has developed and how intrigued the agents were to learn about SA! Wonderful experience and looking forward to convert the enquiries to actual bookings! Askari Lodge & Spa (Guvon Hotel Group) South East Asian market has more potential and with more destination awareness, we can move numbers to East Africa. If we could have maybe a 20 minute destination presentation slotted in, this would give the agents more insight into what our region has to offer. We would definitely participate again in a roadshow in this market. African Quest Safaris Enthusiastic untapped market with great potential! The challenge is to confirm their visit and thereafter the country will sell itself. Kedar Heritage Lodge, Conference Centre & Spa (Recreation Africa) South African Tourism has seen good growth from South East Asia market with growth in the different market segments which include the incentive and leisure travellers looking at South Africa for its variety of experience offerings. Most of our trade partners in South East Asia have included South Africa on the product offerings with the focus on Culture Lifestyle, Action Adventure and Shopping we also seeing growth in the niche market of halaal tourism for which South Africa is well positioned. South African Tourism On Show Solutions has understood the demand well and you have brought the right suppliers to the market. The overall show was a great success. We anticipate growth of business for South Africa as well as East Africa in and beyond. It was well positioned as a hero destination and will grow into an evergreen destination. We can also look forward to the growth of travel partners in Singapore, Malaysia and Indonesia, in promoting Africa. SunLux Collection by Sun International Thank you for a great show. I look forward to another road show with On Show Solutions! Centurion Tours One of the most untapped markets which has potential to grow into a recognisable contributor to Southern Africa and Zimbabwe in particular. Rainbow Tourism Group As Legend Tours has been operating since 1994, we have met many friends across the world who became part of the Legend Tours family SE Asia has just become Family! Halal tourism is huge in most parts of Asia which is why it was vital for Legend Tours to be represented as we are the only Halal certified tour operator in SA who is accredited with Crescent Ratings (World s leading authority on Halal travel). Legend Tours 4

5 Participating Exhibitors & SPA centurion T R AV E L & T OUR S

Tourism Calendar 2016

Brought to you by Tourism Calendar 2016 With a proud tradition of promoting travel to Africa, Africa Showcase is dedicated to the evolution and growth of travel and tourism to the regions and products