Eastern Cape Parks and Tourism Agency Indaba Concept Document: Draft 2

Introduction PTCC mandated ECPTA to develop a strategy for a more holistic Eastern Cape presence at Indaba from Why? The Eastern Cape’s brand was diluted by a fragmented presence at Indaba Eastern Cape stakeholders displayed their respective brands and disseminated their individual messages Competing brand messages confused delegates

How? Ensure that stakeholders representing the Eastern Cape at Indaba are in agreement and committed to: one physical platform pooled resources a consistent, unified and stronger marketing brand a united approach to promoting the Eastern Cape

What is Indaba? Annual international trade show; not a consumer show A South Africa Tourism initiative Platform for destinations, tourism products/experiences and tour operators to meet to do business One of Africa’s largest tourism trade shows Showcases the best tourism products Africa has to offer Over exhibitors from 23 African countries doing business with international buyers Buyers and media representation

Who attended Indaba 2015? Buyer Representation –Africa (23) –Europe (19) –Asia (11) –Central & South America (4) –Middle East (3) –Australasia (2) –Indian Ocean Islands (2) –North America (2) Exhibitor Categories –National tourism authorities –Tourism marketing organisations –Game lodge/nature reserves –Tourism attractions –Tour operators –Accommodation –Transport –Travel agents –Online travel

Why does the ECPTA attend Indaba? Market the Eastern Cape as a united front with public and private sector partners. Profile the Adventure Destination through a well branded platform. Conduct high level meetings with key tour operators visiting from the key source markets. Introduce tour operators to property and activity owners. Mentor SMME business in international marketing practices. Distribute up to date provincial tourism information. Capitalise on media opportunities.

How was the Eastern Cape presented at Indaba 2015? The Eastern Cape was represented by the ECPTA, District Municipalities, the two Metros, SMMEs and private tourism products.

Indaba 2015 ECPTA booked 120 square meters of exhibiting space for the ECPTA and SMME participation. 12 SMMEs were accommodated on the main stand and occupied branded booth space on a rotational basis:

SMME criteria for support The SMME product must adhere to the following criteria: A product to be registered with ECPTA database and TEP active member Be debt free to the ECPTA, TEP and South African Tourism Up to date with TEP report upon application for Indaba 2015 Be a registered South African taxpayer Be a 80% black owned product Offer Tourist services and have established standard rates Participated on ECPTA interventions (trainings/workshops etc.) 3x high resolution product/service pictures Must have an International Marketing Plan

Return on Investment ECPTA: The ECPTA interacted with key trade and media partners at INDABA and conducted 20 quality meetings. SMME experiences and benefits included receiving bookings to the value of R in total; establishing relations with travel agents; receiving information from business supporting institutions; opportunity to network and share business information during TEP SMME workshop and INDABA. Acting Chief Marketing Officer was interviewed on Algoa FM. The INDABA Press Releases were featured in ShowMe Port Elizabeth and on the Announcer Online. Indaba 2015

Return on Investment The total Facebook reach for INDABA was and 64 new likes were recorded for the INDABA period. The total Twitter reach was Successful trade and media event with adventure brand ambassador, Kim van Kets was the guest speaker for ECPTA. Two joint marketing agreements concluded and one MOU with NMBT was signed.

To ensure that all tourism stakeholders representing the Eastern Cape at INDABA in future are in agreement and committed to a phased approach for collaboration for increased business and exposure Collaboration through:  a physical shared platform  pooled resources  a unified marketing approach without comprising individual brands Indaba 2016

SMME Criteria for support Selection criteria Stand layout

Indaba Stand Design

Description Floor plan for 1200m 2 includes space for: 30 SMME’s 6 District Municipalities 2 Metro’s 10 Private Products ECPTA:  Nature Reserves  Information  Meetings  Store room

Theme The Eastern Cape gives people a sense of freedom. This theme invites visitors to come to the Eastern Cape to break free. Whether its for exciting adventure activities or just to relax on one of our spectacular beaches.

Branding Applications Well branded Uniforms

Brand Applications

Integrated marketing and communications strategy Advertising Media (traditional) Social media Brand ambassador

Advertising opportunities Inflight magazines (May) Trade newsletter (4 th quarter) er template for all Indaba communications On-line competition Indaba Daily News (full page ad daily) Piggy back on existing opportunities, e.g. panel discussions

Media Relations Jointly identify relevant media (selection criteria) –Local –National –International –Travel bloggers Develop database Invite regional media to attend Indaba ECPTA to host media at Indaba Products to package experiences Workshop media relations with DMs to develop strategy for Indaba Editorial space in inflight magazines Engage media!

Social Media Objectives –Grow follower base –Engage followers –Create awareness of the Eastern Cape –Promote the Eastern Cape Strategy –Follow tour operators, travel bloggers, etc. –Facebook competition –You Tube videos –Post pics of meeting with tour operators –Feature all products on stand on social media QR code at stand Dedicated hashtag

Educational Roadshow Roadshows to be conducted regionally –Mthatha –Graaff-Reinet or Cradock –Tsitsikamma –Grahamstown or Port Alfred Programme –Profile Indaba –Present toolkit –Thompson Tours to workshop working within the tour operator channel –SAT to present on core international markets –Assistance with pre and post tour itineraries Roadshows to take place in February

Pre and Post Tours The Eastern Cape hosts one pre and one post Indaba tour Partners to submit itineraries and commit to fully hosting the tour operators Tours usually conducted over three nights and four days District Municipalities to be educated on structuring itineraries Post Indaba media tour (through SAT)

Cost of Stand Cost – R10million for:  Booking of Floor Space 1200m  Building of Stand Excluding:  Market material  Travel and accommodation  Functions  Marketing

Current Status Organisation/Mu nicipality Floor space booked for 2016 Contract with stand designer Available budget ECPTA Tentative 120m 2 Nounknown Nelson Mandela Bay Yes; 42 m 2 Yes; will finish this year. R Alfred Nzo No R Joe Gqabi Not participating due to financial constrains OR Tambo Yes; 6x6Yes R (funds available from Jan 2016) ADM Unknown Chris Hani Unknown Sarah Baartman Unknown Buffalo City Unknown

Indaba Statistics SECTOR Overall attendance 10,75510,0028,7597,704 Exhibiting companies 1,3211,2991,1981,029 Exhibiting personnel 7,0686,3895,8675,242 Buyers 3,6873,6132,8922,462 - International buyers 1,4752,4001,9041,595 Media Number of countries Decline in attendance

New Competition WTM (Cape Town) Private Initiative No Provinces allowed, only destinations with tourism products Guaranteed appointments with trade Overall attendance 4127 Exhibiting companies 1280

Risks and Barriers Objectives for Municipalities participating in Indaba is unclear Limited time to implement strategy for Indaba 2016 Limited budgets Different budget allocations for provincial government and Metros/Municipalities Lack of understanding of how to work within tour operator channels (TOC) Indaba may not be an appropriate platform for all Districts Opportunities at Indaba not fully utilised by all Is there sufficient resources to implement Indaba concept?

Other Challenges R 10million for one event? Budget to be used for other marketing opportunities?

Alternative Proposal for Indaba 2016 Proposal Well branded dedicated area for Eastern Cape at INDABA Pooling of resources Collaboration of marketing efforts Co-hosting of trade and media event Unified brand approach

Moving Forward Significant increase in to ECPTA budget Budget for 2016/2017 to ensure implementation in 2017/2018 Policy to direct an integrated marketing approach for the Eastern Cape and the role of Municipalities Specific policy for an integrated approach to INDABA; including:  Complete buy in and commitment from all partners is needed  Contracted commitments to be shared  Plan adopted  Roles and responsibilities to be defined and executed  Agreements signed  Implementation plan in a phased approach

Thank you.