SA tourism businesses receive boost from government for global trade show participation

SOUTH AFRICA—The government of South Africa has approved approximately ZAR6 million (US$328,386) in financial support for 25 South African businesses to attend and exhibit at international tourism trade shows as part of the Department of Tourism’s Incentive Programme.

Through the Market Access Support Programme (MASP), the department provides financial support annually to qualifying small to medium enterprises (SMEs) to cover their costs to exhibit at national and international tourism trade shows.

This program has stimulated the South African tourism sector’s growth, development, and transformation.

Minister of Tourism Patricia de Lille approved financial support for 15 South African tourism businesses to attend and exhibit at IMEX, which will take place in Las Vegas, USA, in October this year. 

The Minister also approved financial support for ten businesses to attend the World Youth Student Travel Conference in September in Lisbon, Portugal.

“This support is in line with our goals as articulated in the Tourism Sector Master Plan to reignite demand as the tourism sector is a key contributor to economic growth and job creation,” Minister de Lille said.

“By enabling SMEs greater access to international markets, we are supporting them to attract more business, expand their businesses, and thereby increase tourism’s contribution to economic growth and job creation.” 

Through the MASP, the department covers the costs of beneficiary businesses for flights, accommodation, exhibition costs, and materials shipping. IMEX America is one of the world’s largest tourism trade shows for the global meetings, events, and incentive travel sectors.

Attending the show offers attendees access to buyers and suppliers from all over the world. There are more than 3,300 exhibitors from over 180 countries. 

Attending IMEX America means that South African businesses have an opportunity to meet over 3,000 global decision-makers with real buying power in one of the biggest meeting markets in the world.

The World Youth Student Travel Conference in Portugal is one of the world’s leading trade events for youth, student, and educational travel. It brings together leading buyers and sellers of youth travel products, top service providers, and industry thought leaders.

The department advertises regular application calls for the MASP program. Once applications are received, an adjudication panel selects qualifying enterprises with compliant applications. The adjudication committee then recommends to the Minister that businesses approve MASP funding.

For the latest round of MASP support, tourism businesses from Limpopo, KwaZulu-Natal, the Western Cape, Gauteng, the Free State, Mpumalanga, and the Eastern Cape have been approved for financial support to attend global travel trade shows.

The MASP program is one of the most impactful programs by the Department of Tourism. It provides support to tourism businesses, giving them exposure to international markets and thousands of potential new clients and partners.

“By attending these shows, these businesses can market their offerings and secure deals. Many beneficiaries have made significant business deals in the past through attending these shows with the department’s support,” Minister de Lille said.

The Department of Tourism encourages tourism businesses to monitor its website and social media pages for regular calls for applications and application processes.

“As we look to elevate the profile of tourism and grow the number of arrivals in South Africa, it is vital that we support tourism businesses that need help gaining exposure to international and national markets.

“We wish the businesses well for their travels and hope they secure additional business and contacts to help grow the South African tourism sector,” Minister de Lille concluded.

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