SA Tourism is conservatively targeting the opening of registrations for its 2026 Meetings Africa and Africa’s Travel Indaba (ATI) trade shows for the end of October. This as the DMO wraps up a series of comprehensive exhibitor and buyer feedback consultations that brought to light the impacts of late planning and organisation of the 2025 ATI.
During a debriefing with approximately 40 exhibitors in Johannesburg on October 2, the entity acknowledged that supplier procurement issues had affected both of the 2025 shows.
“Some of the challenges we experienced internally were very much on the procurement side where our supplier base was not really in place. We had procurement processes that kicked off much earlier in preparation for the two shows but these got derailed,” said Nitta Sukha, Trade Platforms Manager at SA Tourism.
Mpho Mabaso, SA Tourism’s Acting GM for Strategic Platforms, confirmed that the tender process for an events management company (EMC) to service both trade shows for 2026, 2027 and 2028 had closed at the end of September.
“By the end of October, we should have the EMC appointed. Conservatively, we’re looking at having registrations for both trade shows open by then,” said Mabaso.
Post-event survey outlines points of action
Post-event surveys presented by SA Tourism at the debriefing, completed by 119 exhibitors and 118 buyers, highlighted notable declines in the overall impression of ATI between 2024 and 2025.
Exhibitors’ overall impressions of the show fell from a rating of 91% to 50%. Ratings were significantly down in areas such as communication from organisers, floor layout, stand rates, efficiency of registration and online diary processes. This mirrored the issues highlighted by exhibitors at the debriefing.
The surveyed exhibitors reported an average of 22 meetings and two secured deals from the event – down from 28 and four respectively in 2024.
Among buyers, overall impression rating fell from 94% to 81% with floor layout and number of available products showing the biggest declines. On a positive note, 95% of buyers described the show as being beneficial for business while 99% said they were likely to recommend South Africa to peers, colleagues and family.
‘Invaluable’ insights
Thandiwe Mathibela, Global Manager of PR, Communications and Stakeholder Relations at SA Tourism, said the intensive post-show consultations and exhibitor feedback sessions were invaluable for shaping next year’s trade shows.
“When we get these inputs, it goes a long way towards informing the decisions we make around the execution of the trade shows. It is something we will continue to do because we’re shaping the trade shows together. It is in our best interests that we deliver the best of ATI, in the best way possible, with the best timelines.”
An ATI debriefing session was additionally held with South Africa’s top tourism associations while processes were underway to formalise a private-sector advisory panel – similar to that brought on board for ATI this year – for both trade shows.
“The commitment to work with the private sector is very much there. By the end of these two strategic shows, we need to have seen a great improvement for all of us to sit back and say that they were a resounding success.”
Mathibela said the early announcement of the 2026 trade show dates, together with the confirmation of host cities for the next five years, laid the platforms for improved forward planning.
“Buyers and exhibitors can now plan accordingly and that’s the spirit that we are absolutely wanting to carry forward throughout the execution of the trade shows.”
Long-time ATI attendee Helen Wilson, Marketing Manager at Makweti Safari Lodge in the Welgevonden Game Reserve, commended SA Tourism’s commitment to engaging with exhibitors.
“We appreciate the efforts undertaken to listen to the many issues and frustrations that were faced by exhibitors at this year’s event. We are hopeful that this will lead to vast improvements for 2026 as this continues to be a vitally important trade show for the inbound industry,” said Wilson who attended the Johannesburg debriefing event.
