Tens of millions of rand was spent on Indaba stands this year.
But for all of that investment, few had embraced the tactic of storytelling to stand out from the endless crowd of stands in the 2 exhibition centres.
Imagine this valuable scene with me for a moment.
A prospective tourism customer has just spent 10 minutes on your website and is excited about the wonderful experiences that you have described and the beautiful photos that you have posted. 10 years ago, they would have been hooked and booking their trip to you without much more consideration.
One of the vital rules for the successful marketing of your tourism business or destination is that you do not promote your product as all things to all people. The result of this is invariably being nothing to everybody.
The owner of the Guest House was at his wit’s end to discover why his occupancies remained at below 20%. He had selected a prime location in the middle of the town’s prime tourism district. The sign at the front of his establishment, and his website, proudly promoted the aspects that he believed visitors were looking for, being low prices, great customer service and the best position and views.