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#Indaba2017: Indaba rebranded to Africa's Travel Indaba
The annual Travel Indaba has re-branded to Africa's Travel Indaba, reflecting its evolution from a locally-orientated event to one that is representative of the African continent. The Indaba has been taking place for more than 35 years, 25 of which have been in Durban, a venue that has been confirmed for the next five years.
President Jacob Zuma reaffirmed this at the opening of Indaba 2017 on Tuesday, 16 May, referring to the Indaba as “a wonderful way to celebrate Africa month and to showcase the beauty of our country and our continent. This week we bring Africa and the world together at this homegrown trade show where Africa markets itself to the world.”
The rebranding reflects the commitment to parenting with the rest of Africa to not only showcase tourism from across the continent but to contribute to the economic growth of Africa.
Another consideration in the rebranding was to differentiate it from other high-profile events in the country that also utilise the name Indaba.
A brand refresh
This year, Indaba also saw a number of upgrades being implemented - all part of its brand refresh - from an updated diary system that will provide more matchmaking options and more meeting opportunities including buyers and media to a brand new Indaba App that will be the primary source of information, news on events, and for navigation and meetings. Other event enhancements include a new layout, new (streamlined) events programme with new speakers and a new luxury pavilion.