JUNE 2013 - VOLUME 23

INDABA 2013: THE BIRTH

OF NEW DREAMS FOR SD

2

In the months preceding this year's Tourism Indaba, one major

development happened in the local tourism industry; the

beginning of a process to develop the industry's product

development and marketing strategy. To say the strategy is long overdue would be putting it mildly; for

strategy is the essence of every organisation's survival. And so we set

out to get views from all relevant stakeholders on their take of the

way STA is packaging tourism products. To tour operators, in

particular, we wanted to determine their perception of Swaziland

and what they preferred to market in the country.

The Indaba, therefore, came at a very opportune time; and provided a

platform in which we could advance our agenda. As usual, our stand

was a hive of activities, getting a lot of attention from tour operators,

the media and consumers alike. We did not only create awareness

about Swaziland as a tried and tested destination, but we also took

advantage of face-to-face encounters with consumers and trade. Our Research Department was at the forefront of liaisons with tour

operators; both those already packaging Swaziland in their

itineraries and those not yet doing so. To those not yet promoting

Swaziland, the department sought to find out what they attributed

not packaging the country to.

Our adhoc meetings with various tourism establishments and

organisations also bore the desired fruits. We did not only establish

relations with some of the world's leading media companies but also

joined forces with veterans in the industry. It was through these

liaisons that we met veterans in the social media industry, who will be

helping us develop our own social media strategy. This strategy will

make us a major force in the industry as we seek to explore other

alternative ways in which we can effectively market our kingdom to

the rest of the world.The launch of the Bushfire Festival at such an auspicious occasion

was the highlight of this year's event. The Bushfire Festival

continues to grow each year and is the single largest drawer of

tourists into the country. Perhaps one should take this opportunity to

appreciate Swaziland Beverages for their sponsorship of 15 cases of

Sibebe Beer.

This year, we went out of our way to make our stand a force to reckon

with. While depicting typical Swazi images as usual, this was merged

with a professional and modern finish. This succeeded in attracting

positive responses from our visitors; who felt the welcome and

warmth of the Swaziland stand. Our Indaba experience would not be so gratifying without the

participation of our co-exhibitors: Forester's Arms Hotel, Mountain

Inn Hotel, Happy Valley Hotel, Sun International, Swaziland

National Trust Commission, Big Game Parks, Shewula Mountain

Camp, Mantenga Lodge, The George Hotel, Swaziland Civil Aviation

Authority, Swazi Trails, Hawane Resorts, Ngwenya Glass, Sibane

Hotel and Global Village.We were also accompanied by equally important establishments such

as Pigg's Peak Hotel and Casino, Nkonyeni Golf Estate, Free Holiday

Finder, Royal Villas, Etinyatsi Tours and Safaris, Nhlangano Casino

Royale and Maguga Lodge who came as walkabouts. So, bursting to the seams with excitement after such a fulfilling event,

I have no doubt that indeed Swaziland will soon be giving other

competitors a run for their money. Just watch this space.

SD - an emerging destination of note

Bongani Dlamini

STA Marketing Manager

T

to support the local community. What's more, it brings together a

host of tourists who come to Swaziland for the experience of their

life.Imvelo comprises a series of races over different distances, the

longest being 64km. Races are divided into four - a 64km race, a

slightly less demanding 33km course, a 'family friendly' 22km route

and a 12.5km trial for the children.One of the most important aims of Imvelo is to raise funds for

community and conservation projects. The neighbouring

Hlabazonkhe School, bordering Mlilwane North in the Siphocosini

district has been a project for some years now, and in addition to

general assistance since 2008 (including the painting of the school,

installation of gutters to capture rain water and the donation of

water tanks and office equipment), Imvelo has just completed its

Water Spring project which as a result

currently provides the local community with

clean water.The annual mountain biking competition is

held every June and is sponsored by Nedbank

Swaziland and Big Game Parks.he annual Nedbank Imvelo MTB Classic is in full force once

again. Distance; Starting Times & Entry Fees:

This year, the event takes place on June 8 at the usual venue: 64km - 8am (Classic): E250.00

Mlilwane Wildlife Sanctuary. 33km - 8.30am (Challenge): E175.00Imvelo MTB is ideal for Mountain Biking enthusiasts and can be 22km - 8.45am (Family Fun): E120.00used as a family day out, personal fitness and of course for helping 12.5km - 10am (Hoglets): E100.00

Come for the biking experience of your life

Toperators; identified those that packaged he Swaziland Tourism Authority Swaziland in their itineraries and (STA) looks set to bolster the tourism established what their perceptions of the i n d u s t r y fo l l ow i n g a h u g e ly country were as well as what they liked about successful Indaba 2013 show at the Durban the kingdom.International Convention Centre on May 11-"From tour operators who are not yet 14.packaging tours to Swaziland, the research The Authority was not only able to market department wanted to establish what they the kingdom through pre-ar ranged attributed not packaging Swaziland to," he appointments with major international said.tourism establishments, but also managed to STA had pre-arranged appointments with engage tour operators and other tourism the fol lowing companies: Skyways companies to find out their views on Magazine, Encounter Africa Magazine, TTG Swaziland. STA also had an interview with Incontri, Lesotho Tourism Development BBC News, which was aired on BBC at 19h30 Corporation, Alph Pro-curement Specialists, CAT on May 15, 2013.

Kushiland Expeditions and Tours Specialists, Trumarketing, STA Marketing Manager Bongani Dlamini, in a post-Indaba Adventure Travel Trade Association and Jurgens.interview, said Indaba gave the Authority and the Swaziland The Authority was also able to have numerous adhoc meetings tourism industry a chance to take full advantage of the with various individuals and companies. These included the opportunity to market themselves on a world platform.Department of Economic Development and Tourism - KZN, "STA attended this show with the aim of creating awareness of Namibia Tourism Board and Mbombela Local Municipality, Swaziland as a tourist destination, to meet and network with key among others.stakeholders in the industry, taking advantage of the face-to-face STA was represented by CEO Eric Maseko, the marketing encounters with consumers and trade, and to seek alternative manager, Board Members, members of the Finance Committee as avenues and opportunities for promoting Swaziland. I can say we well as the Product Development and Marketing teams. Also are now steadily gaining ground on being able to position present was Cape Town Based Marketing Consultant Ann Reilly of Swaziland as an ideal destination for meetings, incentives, Tame Swazi, who held meetings with stakeholders to raise conferences and events (MICE)," Dlamini said.awareness of Swaziland and develop important contacts.He said the STA Research Department was able to liaise with tour

STA looks to further bolster tourism sector

3

T"As industry, we have dif ferent ourism suppliers who were part expectations and when we connect with of the Tourism Indaba have them, it is good for us because we are sure praised the Swaziland Tourism to get more business and expand our Authority for a wonderful Indaba horizons. Tour operators expose us to the experience.

Sphiwe Tsela, the Marketing Manager of rest of the world. Thanks to STA for their

Pigg's Peak Hotel and Casino, says Indaba support," she said.Royal Villas Senior Events Coordinator for them was a platform to mingle and get Thandeka Dlamini said she wished all to know tour operators and get new stakeholders took advantage of forums business.

"More than anything, we enjoyed such as Indaba as they provided a great

interacting with local suppliers and not marketing opportunity. She was echoed by Sibane Hotel Head of competing with each other but Marketing Mbali Dube-Khulu, who said complementing one another. It was they were not only able to make business definitely an eye-opener," Tsela says.

She further praised STA for the cocktail d u r i n g I n d ab a bu t a l s o m a rke t

luncheon with tour operators, saying it themselves to the international market.

provided an opportunity for them to meet on a one-on-one basis in a Moreover, she said, they were able to market their sister guest

relaxed environment. house, Madonsa, to the wider market."Sibane Hotel and Madonsa Guest House will never be the same. We

Global Village's Minenhle Dlamini, meanwhile, said they were able mingled with the best and learnt a lot. All that is left is for us to to achieve their goals at Indaba. package our services in such a way that it appeals to the whole "We got the exposure we wanted and were able to change the world. We are thankful to STA for bringing some of the tour perceptions people had about guest houses; that they can equally operators to our hotel to sleep over. It was wonderful to host them," compete with bigger establishments," Dlamini said. Dube-Khulu said.She also praised STA for the informal meeting with tour operators.

STA praised for awesome Indaba experience

S

it offered an amazing array of tourism products. "It's not just the friendly people, culture and the amazing

hospitality but it's the development within the country. Most of

the areas we visited even in the rural areas were electrified and

had a clean water supply, which is what tourists are looking for. It

has got all the major tourist attractions that all our countries

would like to have," Kusotera said.He said what particularly blew his mind away during the

excursion was the scenery, cultural heritate, wildlife, adventure

and comfort he experienced."The strength of the country lies in the people. We have travelled

many countries yet very few boast of such amazing people," he

said."For its culture, friendly people and nature reserves, Swaziland is

definitely not a one night destination," said Simone Schoon from

Inspiration Travel and Tours.Meanwhile, Swaziland Tourism Authority (STA) Marketing

Manager Bongani Dlamini says the Kingdom of Swaziland can no

longer be referred as a transit point as more and more tourists are

staying for longer than one night, thanks to a strong marketing waziland has been described as a jewel yet to be discovered drive by the Authority.by international tour operator Morris Kusotera, the The Marketing Manager says besides offering some of the best director of Polarbus Tours and Travel in the United tourism products, the country also boasts of being a destination

Kingdom. without trouble for over 450 years; political or otherwise.Kusotera, who promised to include the country in his clients' The excited tour operators shared the same sentiments with itineraries, said it had all the markings of a perfect destination, as Dlamini.

Swaziland - a jewel yet to be discovered

4

Athat have been introduced. South African tour operator will be On the Crocodile River's eastern bank is a combining Swazi Secrets factory in man-made tropical rain forest - the largest in Mpaka with the Plant Kingdom in the world existing outside of a greenhouse. South Africa as part of his holiday packages.The Gardens also boast of the largest Sertorio Mshothola, the Director of collection of cycads in Africa, as well as Ntwanano Tours and Transfers, based in baobab trees and species of wild fig.Nelspruit, says he has observed similarities The organic farm, on the other hand, between the two projects, as they both deal in includes a 'Worms to Harvest Tour' where similar products.people are taught about the importance of "Both deal with essential oils, indigenous worms in enriching the soil.plants and cosmetics so it would be The Plant Kingdom also comprises a perfume interesting to combine the two so that those farm where different plants such as rose who love plants would visit either or both of geranium, lavender, lemongrass and these places," says Mshothola.rosemary, which are used in perfume While the Plant Kingdom is not a factory like making, are found.Mpaka, it is a tour of exquisite flora and rare

Swazi Secrets, meanwhile, is a factory producing natural cosmetics plants found in the Lowveld Region, in Mpumalanga. from marula. An initiative of Her Majesty the Indlovukazi, aimed at It comprises the Lowveld Botanical Gardens, organic farms and a empowering Swazi women, Swazi Secrets products include pure nursery. The Gardens cover 159hectares of dramatic rocky scenery cold pressed marula oil, soaps, lip balm, exfoliator and body lotion. dominated by two rivers - the Crocodile and the Nels - that run Swazi Secrets was a hit during last year's East3Route excursion.through the gardens giving rise to two impressive waterfalls. There

are over 600 plant species which occur naturally, plus another 2 000

Sconfirmed if they outh African tour are coming yet, I am o p e r a t o r S e r t o r i o hoping they will Mshothola believes probably come and regional integrations have stay for two days or made Africa a formidable more," he said.force when it comes to He thanked STA for tourism.the tour operators' Mshotola says his company, excursion, saying N t w a n a n o T o u r s a n d while he had heard T r a n s f e r s , h a s b e e n s o m u c h a b o u t p r a c t i s i n g r e g i o n a l Swaziland in the integration for years.

"I've been doing the Triland past; he had not had

for about 12 years now, way the privilege of

before it was launched. My f i r s t - h a n d

holiday packages include experience."With this visit, I Mpumalanga, Swaziland and was able to hear it Maputo. I have always from the horses' insisted that there is no way m o u t h . I n eve r one can enjoy a holiday really understood without seeing any of the some products until three countries. Regional I did the tour. For initiatives help tourism grow

example, I knew that there was Magadzavane on the route to and so should be encouraged," he says.During the interview held during a cocktail luncheon for tour Mozambique, but I was surprised by the adventurous stories I

operators organised by the Swaziland Tourism Authority last heard when I got there. It was the same with the cave trails at

month, Mshotoli received a call from six clients who were in Mlilwane, they are simply awesome. And as for the Bushfire

Mozambique who were looking for a place to visit. Festival, it is already beginning to be the buzz word to tour "I told them about Swaziland and although they have not operators," he said.

Swazi Secrets linked to Plant KingdomSwazi Secrets linked to Plant Kingdom

Regional tourism integrations the way to go

5

The build further growth in arrival numbers. Swaziland Tourism Authority

"It has also been a trade show of seeks to develop a social media technological advancement, putting a strategy which will make it foot forward through social media highly competitive in the industry.initiatives," he said. This was revealed by STA Marketing Moreover, Dlamini said, the Indaba was Manager Bongani Dlamini during an about inspiring the tourism industry to interview following the Indaba 2013 ensure ongoing success by staying at the show.forefront of global trends.Dlamini said during the show, STA "One of the most business-focussed managed to meet veterans in the social elements of Indaba 2013 was the three media industry, who were very eager to speed-marketing sessions. The value of assist the Authority develop its social the sessions was that they put people who media strategy.need to-and want to-do business with "STA was able to gain knowledge of how each other in the same room. The other destinations in the region position sessions gave global buyers great insight themselves towards their targeted into the breadth and depth of each of the markets. The buzz word at this year's businesses marketing themselves," said. Indaba was social media. Social media is STA shared the stand with 15 local fast becoming the most efficient tourism establishments, who were all communication tool and most tourism able to market their products while establishments have used i t to mingling with their international successfully market their products. It counterparts.d o e s n o t o n l y f a c i l i t a t e o p e n These were Forester's Arms Hotel, communication but also leads to Mountain Inn Hotel, Happy Valley Hotel, enhanced information discovery and delivery. However, we are

Sun International, Swaziland National Trust Commission, Big also aware of its disadvantages and how it can be used to discredit Game Parks, Shewula Mountain Camp, Mantenga Lodge, The a wonderful thing, which is why we sought advice on how we can George Hotel and Swaziland Civil Aviation Authority. Others effectively tap into this emerging marketing tool. The strategy were Swazi Trails, Hawane Resorts, Ngwenya Glass, Sibane Hotel will keep us at par with our peers in the industry," Dlamini said.and Global Village. Walkabouts during the Indaba were Pigg's

Peak Hotel and Casino, Nkonyeni Golf Estate, Free Holiday Indaba 2013, according to Dlamini, was about pursuing the Finder, Royal Villas, Etinyatsi Tours and Safaris, Nhlangano growth of tourism businesses, strengthening existing Casino Royale and Maguga Lodge.partnerships and establishing new ones as well as putting buyers

in touch with product and giving industry a platform on which to

STA seeks to develop social media strategy

Spackage their clients' itineraries in such a way that it will include waziland's tourism office in Cape Town, South Africa, is two or more nights in Swaziland. My job is to guide them with their achieving its main goal; that of convincing tour operators to itineraries and products. Once they change their perceptions, they include Swaziland in their clients' itineraries.

Tame Swazi, a company that markets Swaziland as an ideal tourist are amazed by our products," she says.She adds that apart from negative perceptions, the other dampener destination, says for the past two years, they have been convincing to her mission was the fact that some Swazi suppliers see each other tour operators to include the country in their itineraries due to as competition inaccurate information they had about it.

Tame Swazi marketing consultant Ann Reilly, interviewed during a i n s t e a d o f

cocktail luncheon for tour operators last month, says their hard work working together

is finally paying off as more and more tour operators are now to promote the

including Swaziland in their itineraries. industry."Every month, I visit a few tour operators, have one-on-one meetings She says she is

with them, find out who their clients are and then market the looking forward

products that suit their kind of clientelle. Quite often, I have to to the day when

convince them that their perception of Swaziland and the real the suppliers will

Swaziland are quite different," Reilly says. work hand in had She says she also introduces the tour operators to the country's f o r t h e products and give them information on how to travel to the country. betterment of the "When they realise how much we have grown as a country, they tourism industry.

SD's Cape office shares its success story

6

ollowing a hugely successful Tourism Indaba held in

Durban last month, the Swaziland Tourism Authority (STA) Forganised a three-day tour for 12 international tour

operators.The tour operators were divided into two groups; one was sampling

comfort products while the other was sampling adventure. The

adventure group visited areas such as Magadzavane, Mlilwane

Nature Reserve, where they also went on horse trails and visited

caves, as well as Mkhaya Game Reserve, amongst others. The

comfort group, on the other hand, slept over some of the country's

leading accommodation establishments, such as Sibane Hotel,

Royal Villas, and the George Hotel, amongst others.

Following the success of this event, STA hosted the tour operators

to a cocktail luncheon at the Mountain Inn in Mbabane where they

had an informal gathering with industry suppliers. These were

suppliers who had been sharing the stand with STA during Indaba.Meanwhile, due to its diverse tourism products, Swaziland will

most likely appeal to European tourists, the tour operators feel.Michael Anderson from Viktors Farmo Worldwide Expeditions in

Denmark says Swaziland boasts of a perfect mix of culture and

nature, which will appeal mostly to his clients. Anderson's clients

are mainly between the ages of 50-60 and are looking for a relaxing

and adventurous environment when they go on holiday."The wild sports, comfort, biking and hiking activities as well as

the culture here will be very interesting for our clients. There is

just so much to see in this country. I was able to go to even the

eastern part of the country, which was the best part of my trip

because of its flat landscape. I wish I had more time here because

there is so much to do," Anderson says.Simone Schoon from Inspirations Travel and Tours describes

Swaziland as a lovely country for people who would want to enjoy

its nature, birdlife and friendly people."It's a paradise still to be discovered. Tourists will come here

because of the beautiful products the country has to offer. It is not

so much about the accommodation; people can go anyplace as long

as it has interesting things to see, even if they were to sleep

outside.”

Tour operators on SD sight-seeing

mission

7

Compiled by Multimedia - 2404 5284