Tourism KZN wants a bigger share of German market

Tourism KwaZulu-Natal (TKZN) aims to wow and gain more ground on the German market at this year’s International Tourismus Börse ITB Berlin, in Germany on the 09th to  13th March 2016.  ITB Berlin is one of the two top travel exhibitions in the world, where international destinations and products come to meet German buyers.

TKZN will step up to the ITB platform and gain exposure and access to a sizeable number of buyers who attend the show to interact with over 10,000 exhibitors from 185 countries. TKZN will exhibit at the South Africa Tourism (SAT) pavilion to profile and promote KZN as the preferred destination for the German market. The German market is currently the top 3 in terms of key source overseas arrivals for KwaZulu-Natal. According to South African Tourism, this market contributed a total of 44,755 arrivals for KwaZulu-Natal (KZN) in 2015, an increase of 5.9% year on year.

“We’re are going to this premier Tourism Trade Show as one of the African continent’s key players in tourism, to position KwaZulu-Natal as a compelling global competitive destination that must be visited. We believe that our engagements with buyers at this international platform will yield fruits not just in terms of the German market but also other countries that converge at the show, “said Ndabo Khoza, CEO of Tourism KwaZulu-Natal.

ITB, Berlin presents a great opportunity to engage with international trade on the prospect of strategic partnerships with a goal of increasing visitor numbers in KZN. It is an ideal platform for establishing new customer contacts and conducting business with key strategic partners such as tour operators and airlines.

TKZN will review and negotiate opportunities for new destination listings, new itineraries, products and to source new Joint Marketing Agreements (JMA) partners. This will also be an opportunity to identify and recruit potential hosted buyers to be part of the pre and post educational programmes in the province for the 2016 Tourism Indaba. In addition, this will provide TKZN with the opportunity to engage trade on initiatives to support international airlines flying directly to King Shaka International Airport as well as international media on profiling and image building for KZN.

Tourism KZN together with Tourlink, the General Sales Agent (GSA) representing TKZN in the German speaking market have already scheduled meetings with the trade and identified networking sessions to attend in the ITB’s Convention Programme which will be running parallel to the show.

ITB’s Convention Programme will run a series of networking sessions which will be driven by the travel industry’s think tank on a plethora of issues that beset the tourism industry particularly global trends and best practices. The sessions will be in the form of seminars, symposiums, workshops, etc. They will be conducted by elite speakers from the tourism industry who will share best knowledge practises and solicit new ideas.

“Tourism KZN will fully participate in these networking sessions with the intention to emulate and assimilate best practises that will work for our destination and assist in realising our vision. In line with TKZN’s strategy to grow international arrivals, the ITB platform will ensure the profiling KZN as a preferred tourist destination to the German market and further enhance destination arrivals from this market targeting the big volume tour operators, particularly around events and conference opportunities.” Concluded Khoza

TKZN will be joined by other KZN based products and tour operators in the SAT Pavillion. It’s now all systems go for ITB 2016 and Tourism KZN is ready to grace the stage and aim for a substantial conversion from the marketing efforts that will be implored at the show.

Author: Muzi Mohale

Hi there, am your host and I blog about the tourism industry in South Africa. You're also welcome to contribute your expert content on matters affecting the industry. You can reach me on muzi[at]

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