Beyond the tradeshow: SMEs need support

According to Southern & East African Tourism Update, small and medium tourism firms find it hard to turn exhibition contacts into lasting deals even with buyer access. Rob Hetem from T-Cubed Consulting and SATSA said meetings are mere leads blocked by poor matching, unclear uniqueness, unsustainable pricing, slow replies, weak materials, contract cycle gaps and missing after-event help. Buyers want SME ties but worry about traveler, reputation or chain risks in a trust-based field, so post-show aid like assessments, prep, follow-up, contracts and conversion is key. Coaching and mentoring speed compliance, fix issues and build lasting systems.
Olivia Gradidge of World Travel Market Africa and International Luxury Travel Market Africa said meetings alone do not measure value since deals take months of trust-building, needing before-and-after support from governments, associations and organizers. SATSA's incubator gives mentoring and advice; a 12-month National Mentorship Movement involving TBCSA, the Department of Tourism and SATSA boosts readiness.
David Frost of SATSA advised SMEs enter DMC portfolios first for itinerary inclusion and suggested pre-show SME-DMC matching plus workshops. Events work as one step from readiness to bookings.