Swazi Observer

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STA LURES EUROPEAN MARKET AT ITB BERLIN 2018

By Majaha Nkonyane | 2018-03-22

The Swaziland Tourism Authority (STA) continues to push destination Swaziland in the European Market; with the latest trade show STA attended being the 52nd Internationale Tourismus-Börse Berlin (ITB Berlin).

ITB Berlin was held between March 7 and 11, in Germany, and was attended by over 10 000 exhibitors and over 100 000 consumers.

STA Marketing Manager Bongani Dlamini described the fair as among the biggest in the world.

“ITB Berlin continues to grow each year, attracting high quality tourism buyers from all over the world.

Destinations like Swaziland have benefitted immensely over the years from attending these shows, as we have successfully reached out and influenced renowned international operators to package and sell Swaziland in their tour packages,” said Dlamini.

Dlamini revealed that ITB Berlin presented the STA with an opportunity of meeting German and Dutch tour operators, most of whom were keen to send tours to Swaziland.

Dlamini said STA had a long term strategy for using the trade and consumer shows as a marketing platform.

He said these shows provided access to travel trade: tour operators and marketing agencies, who act as mediators between destinations and source markets in selling and brokering holiday deals.

“The value sum of attending these shows, apart from luring potential tourists to visit Swaziland, is that STA gets an opportunity to see and learn from advanced competitors, while figuring out the latest trends in tourism marketing and development.

These shows also strengthen relationships with existing partners, and facilitate the forging of new partnerships towards the promotion of destination Swaziland,” explained Dlamini.

Marketing paraphernalia was distributed by the STA to visitors to the Swaziland stand at the show. Also exhibiting at the stand was Foresters Arms Hotel.

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