Africa’s Travel Indaba, the continent’s premier leisure trade show, recently unfolded in the bustling city of Durban, KwaZulu-Natal, as a vital platform designed by South African Tourism in collaboration with various local and national agencies.
This year’s event reiterated its role as a gateway for African tourism products, creating invaluable market access for exhibitors to connect with both international and local buyers in an increasingly competitive landscape.
During a Tourism Ministers Round Table conversation, Minister of Tourism for Zambia, Rodney Sikumba, addressed attendees, highlighting the need for cohesion among African nations within the tourism sector.
“As African tourism ministers, we have a singular resolve to work as a team,” said Sikumba.
“The days of competition are gone; we must support one another and showcase what makes us unique. Our cultures, our gastronomy, our dress – these are the assets that set us apart as a continent.”
Zambia has recently expanded its visa-free access from 42 to 167 countries, showcasing the government’s commitment to enhancing tourism and encouraging travel within Africa.
Sikumba stressed the significance of “opening the skies” to enable seamless travel across the continent, proposing collaboration around existing flight hubs such as OR Tambo International Airport in Johannesburg and Jomo Kenyatta International Airport in Nairobi.
When asked about the significance of events like Africa’s Travel Indaba, Sikumba stated, “They’re important because they show solidarity to our African brothers and sisters in South Africa and create a unified front to exhibit Zambia’s unique offerings.”
He emphasised the importance of marketing Africa to its own people first before reaching out globally, saying, “charity begins at home.”
With 41 tourism operators representing Zambia at this year’s Indaba, the minister aimed for visibility and knowledge-sharing, asserting that through observation and engagement, tourism operators can adapt best practices from other nations.
Looking at the past year in travel, Sikumba noted that an influx of over 2 million visitors came to Zambia, with a significant proportion hailing from South Africa alongside key markets in the United States and the United Kingdom.
Yet, he expressed a desire to attract more African travellers to Zambia, urging a concerted effort to promote the continent’s natural beauty and cultural experiences.
Zambia is renowned for its nature-based tourism, from wildlife encounters to cultural celebrations.
Sikumba remarked, “Anytime is a good time to visit Zambia,” promoting the variety of travel experiences, including breathtaking safaris and traditional ceremonies.
He noted the importance of curating personalised travel packages that allow visitors to explore the country’s ten provinces.
Addressing travel costs, Sikumba acknowledged that tourism often has the reputation of being expensive.
However, he highlighted Zambia’s participation in the Southern African Development Community (SADC) and the African Continental Free Trade Agreement, which enables the use of SADC rates in the tourism sector.
“We do have SADC rates in tourism,” he assured, stressing ongoing initiatives to ensure that more services embrace these rates, ultimately making the continent more accessible to its residents.
As Africa strives to unite for a robust tourism sector, Africa’s Travel Indaba represents more than just an annual event; it symbolises the shared aspirations of a continent rich in culture and natural beauty.
With leaders like Sikumba at the forefront, the vision for a collaborative future in tourism is clearer than ever.
