It can be challenging to measure the return on investment of trade shows as sales can take some time to materialise. Yet, Weskus Distrik has consistently exhibited at key tourism events, most recently WTM Africa 2026 at the CTCC. Heinrich Robertson discusses why investing in credible trade shows makes financial sense.
Competition.
South Africa has many attractive destinations with which Weskus must compete. Competition is tight and many municipalities are fighting for share of mind (and wallet). Our presence presents our region as serious about tourism, professional, organised and demonstrates confidence in our product and value proposition.
Operators.
A reputable trade show such as WTM Africa is awash with tour operators or travel designers, all looking for attractions to add to their portfolios, and ‘out of sight is out of mind’. If you’re not there, they won’t ‘Google’ you when other destinations are right in front of them.
Networking.
‘Walking the floor’ is essential. One reason is to gather ideas and track what competitors offer and how they present their product. But the most important aspect is introducing your brand and bringing operators to your stand to engage further. They’re unlikely to buy immediately, but they are now aware of your value proposition, and you have developed a new relationship to nurture or rekindle an existing contact.
At a trade show, the important tour operators and destination marketing companies are all conveniently under one roof. The investment made in exhibiting is insignificant compared to the time and cost of qualifying, reaching, and influencing hundreds of potential operators.
Heinrich Robertson
Head: Stakeholder Relations and Tourism
