In conversation with EVENTFAQ's Kate Fernandes, Slabber discusses the strategies to promote South Africa as a preferred destination to travelers on-ground. Slabber also explains what the MICE strategy for the destination will be.

Is there an activation plan as part of the ‘Chalo SA' campaign? How will you reach out to consumers / trade partners on a one-on-one basis through road shows, events, activations?

South African Tourism has embarked on a widespread national outdoor advertising campaign that invites everyone to ‘Chalo South Africa' this summer! Launched across 21 cities, the country beckons the Indian traveler to make an informed choice and plan before the season creeps up. The campaign is extensive and will be seen across billboards and advertising hoardings. To ensure a more precise impact, the board has also selected the unique transit formats of king long buses. Kiosks and other opportunities at select big malls have also been included in the plan. The campaign is a visual delight sporting real-time sights across the rainbow nation that includes its breathtaking beauty, wildlife safaris and shopping! Pictorially, the creatives of the ‘Chalo South Africa' campaign reflects the beauty of the rainbow nation touching upon the Big 5 from elephants, lions and flora and fauna on the king long buses. The mass spread outdoor billboards show off the penguins near the seashore and provides an opportunity to dine with a giraffe by one's side.

The board believes that there is robust potential within the Indian market and that customization is key. Like they do year-on-year, this time SA Tourism has special packages and information that will help the traveler plan, depending on his requirement.

Earlier, towards the end of January - early February, South African Tourism kicked off their promotional efforts with a three city roadshow across Mumbai, Ahmedabad and Delhi. Targeted at bridging conversations and business opportunities with Indian channel partners and business delegates from South Africa, the roadshow was one of the most successful endeavours with more than 50 representatives from South Africa meeting more than 800 travel agents and 31 delegate participants respectively.

FAM trips, InCountry Famils and various other exciting initiatives include inviting the media to be part of INDABA - an annual tourism trade event which will be held at the Durban International Convention Center (ICC) in the province of Kwa-Zulu Natal, South Africa from May 5 - 11.

Does India have potential for corporate MICE travel to SA? How has tourism to SA from India for MICE activities increased over the years?

The MICE industry is booming in South Africa. Considering the fact that India is one of the fastest growing economies in the world, it does have immense potential to support corporate MICE travel to South Africa. The IPL 2009 season and World Cup 2010 are examples of when big corporates like Samsung, Nokia and more have held major conventions in SA.

Over the years, we have seen a spurt in the growth of the business tourism sector in SA. Large corporates and business groups like Axis Bank, HDFC, ICICI Lombard and JCB Group, amongst others have been showing interest in South Africa.

What does SA provide in terms of MICE facilities to entice corporates to plan their MICE activities in these destinations?

The South Africa Tourism Board has recently concluded its popular familiarizing trip called ‘Meetings Africa 2011' in Johannesburg this year. This annual business tourism-marketing platform is aimed at exposing local and international buyers to the range of services and products in South Africa's MICE industry. Meetings Africa has popularly come to be known as ‘Africa's business tourism lekgotla' (A consultative process between groups pursuing a common goal). This initiative, conducted year-on-year, is a planned opportunity for the travel agents to better understand the consolidated business tourism calendar of South Africa with a firsthand experience of the offered services of conference facilities, event venues, incentive travel destinations and other multiple industry services to the MICE customer in corporate India.

The MICE industry is booming in South Africa. Recent research shows that the total MICE industry contributes an estimated R20-billion annually to South Africa's gross domestic product. Every year, the country hosts approximately 860 international conference events. South Africa has a wealth of conference and exhibition facilities, including custom built centres designed to top international specifications. Conference Facilities are also available at hotels in South Africa and educational institutions throughout the country. Undoubtedly, the popularity of the country as a MICE destination continues to grow. South Africa is likely to stay highly competitive as it continuously improves its infrastructure - New airports and expansion/renovation of the old one. The country is also highly accessible with Gautrain rapid rail commuter and additional flights.

The corporates can enjoy magnificent scenery and a wide choice of pre- and post-conference tours. South Africa has an established track record of hosting major international events including the World Economic Forum, Miss Worlds, a successful FIFA world Cup, Cricket World Cup and the 2002 World Summit on Sustainable Development, amongst many others. South Africa's conference venues are of a high standard with custom built centres designed to international specifications in major centres such as Johannesburg, Cape Town, Durban, Pretoria, Bloemfontein and Port Elizabeth.

What are the on-ground promotional plans for South Africa Tourism in India this year?

South African Tourism kicked off their promotional efforts in 2011 with a three city roadshow across Mumbai, Ahmedabad and Delhi. Targeted at bridging conversations and business opportunities with Indian channel partners and business delegates from South Africa, the roadshow was one of the most successful endeavours with active participation by agents and delegates respectively.

In addition, we have planned to do module two for ‘Learn South Africa' where learning about the beautiful landscape was of primary importance to the agents in the city. The training will be held in 14 cities across India.

Also, we organised and participated in Meeting Africa, a business tourism marketing platform which aims to expose local and international buyers to the range of services and products in Southern Africa's MICE industry.

Trade and media fam trips and various other exciting initiatives include inviting the media to be part of INDABA - an annual tourism trade events which will be held at the Albert Luthuli Convention Centre (Durban ICC) in the province of Kwa-Zulu Natal, South Africa, from May 7-10.

Moreover, a delegation from the Limpopo Province, one of the most fascinating cultural tourism destinations in South Africa, visited India on March 31 to seek trade and investment opportunities to benefit the province.