South African Tourism (SA Tourism) has announced its participation in the 30th edition of The Arabian Travel Market (ATM) in Dubai, which aims to unlock the potential of the global tourism sector. The trade show will take place from May 1 to 4 at the Dubai World Trade Centre.
Burj Khalifa, Dubai. Picture: Getaway gallery
Zinhle Nzama, acting chief convention bureau officer at SA Tourism, said their presence at the event ‘marks a significant milestone in South Africa’s journey towards economic revival and tourism rebound’. Last year, SA Tourism entered into an agreement with Emirates Airlines as part of ATM, which has seen the airline fly 49 weekly flights to South Africa. This year, SA Tourism will take 19 exhibitors, including 14 products and experiences and five SMMEs, to ATM. The group sees international trade shows, such as ATM, as an opportunity to strike impactful partnerships and even ink fruitful collaboration contracts.
Nzama believes that the Arabian tourism market presents a significant chance for South Africa to promote its destination directly to its key source markets in Asia, Australia and the Middle East. According to Nzama, the region has seen healthy incoming visitor numbers in recent years, which South Africa aims to cultivate and nurture. Last year, South Africa attracted 5.7 million incoming international visitors between January and December 2022. SA Tourism sees trade shows as part of the Meetings, Incentives, Conferences and Exhibitions sector, which it has identified as one of the growth levers in the post-Covid-19 pandemic era.
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