As African tourism gears up for a period of renewed growth, attracting the right international buyers is becoming a top priority for the tourism industry. Essence of Africa, a new trade event set to launch this December in Kenya, is placing its bets on attracting high-value buyers to fuel this growth. This strategic focus is no surprise, considering that 64% of exhibitors consider the calibre of attendees to be a primary factor when choosing trade events.
The event’s organisers are banking on the idea that quality trumps quantity when it comes to buyer-seller interactions. They argue that high-calibre buyers bring more to the table than just potential sales. These elite buyers, they say, engage in more meaningful conversations, actively seeking new opportunities and diving deep into the offerings presented to them.
One of the key selling points of this approach is the potential for accelerated business outcomes. Proponents suggest that top-tier buyers often have the authority to make on-the-spot decisions, potentially leading to higher conversion rates and quicker sales cycles. This efficiency could be particularly valuable in an industry like tourism, where timing and market responsiveness are crucial.
Beyond immediate deals, there’s a vision of fostering long-term partnerships. The organisers hope that connections made at Essence of Africa will evolve into collaborations, joint ventures, and strategic alliances that drive growth well beyond the event itself. This focus on relationship-building aligns with broader trends in the tourism industry, where sustainable partnerships are increasingly seen as key to long-term success.
However, the success of this strategy hinges on more than just attracting the right buyers. Sellers must be prepared to effectively engage with these high-value attendees. This means conducting thorough pre-event research, understanding the specific needs and priorities of potential buyers, and tailoring pitches to resonate with individual targets. The ability to showcase relevant success stories and propose innovative collaborative opportunities could make the difference between a productive meeting and a missed opportunity.
The event organisers are organising diverse networking opportunities to connect buyers and sellers, including seminars and panel discussions. There’s also a focus on facilitating discussions about industry trends and future developments, potentially opening doors for more innovative collaborations.
The outcome of Essence of Africa could have broader implications for how business connections are forged in the tourism sector. If successful, it might spark a trend towards more targeted, high-value networking events across the industry. As the event unfolds, it will offer valuable insights into the future direction of African tourism and the most effective strategies for fostering its growth in an increasingly competitive global market.
Essence of Africa, launched by On Show Solutions and Experience Africa Event (the events division of the African Travel & Tourism Association), is more than just an event—it’s a gateway to Africa’s future. Join us for this meetings-driven international buyer form and unlock the full potential of tourism, one interaction at a time.
This Article was first published in the September/October 2024 Edition of VoyagesAfriq Travel Magazine
