In a first for both South Africa and the continent, the African Association of Visitor Experiences and Attractions (AAVEA) released the highly-anticipated results of its inaugural attractions benchmark survey at its AAVEA 2021 Virtual Conference today, Thursday 19 August 2021.

The attractions benchmark survey results, researched and analysed in the second quarter of 2021 by Sabine Lehmann, an esteemed tourism industry professional, CEO of Curiositas, and the executive director of AAVEA, were compiled using data collected for 2019 and 2020. Bearing in mind the impact of COVID-19 and the national lockdown, the attractions benchmark survey report yielded the following fascinating snapshot of the attractions industry:

• South African attractions received a total of 11,7 million visitors in 2019.
• In 2019, the domestic market was the largest single source of visitors for attractions and experiences with 61%of visitations being domestic visitors.20% of full time jobs were lost at attractions between 2019 and 2020.
• The majority of attractions (66%) were closed for the equivalent of half a year or more in 2020.
• 27% say the attractions industry has changed fundamentally and we won't see those numbers again.

The full survey results report is available on the AAVEA website.

As the first membership-based organisation of its kind on the continent, AAVEA represents the interests of visitor experiences and attractions, raises awareness of the contribution they make to the broader tourism industry, and hosts events and online sessions that provide education, valuable engagement with industry peers, and collaboration opportunities.

The organisation announced its partnership with South African Tourism (SAT), the marketing agency for the Department of Tourism, in 2020. The survey results report is one of the key deliverables of this partnership.

Lehmann is delighted to be able to present this pioneering report and is looking forward to extending its reach in the future:

“If we wish to advocate for our sector within the tourism economy, then having data available to prove our importance in the industry is vital. Never has the role of the attractions and experience industry been more important than in the year when we lost international tourist arrivals. For the domestic tourism economy, visitor attractions and experiences are an instrumental driver of leaving home for a fun day out. We wish this to be the first of an annual attractions and experience survey which will eventually be extended to attractions and experiences in Africa.”

For more information about AAVEA and its industry data gathering initiatives, please visit www.aavea.org.za.

The African Association of Visitor Experiences and Attractions (AAVEA), in partnership with South African Tourism (SAT), the marketing agency for the Department of Tourism, is pleased to announce that it will host its second virtual conference, AAVEA 2021, on Thursday 19 August 2021.

This year’s virtual conference will feature a theme focussed on "Unfolding future: Insights that will inform our approaches for tomorrow" and is set to be a day of inspiring presentations by keynote international speakers, thought-provoking panel discussions, an interactive exhibition space, and more.

Stepping up to virtually inspire the continent’s attractions and visitor experiences professionals at the AAVEA 2021 conference are:

- Liam R Findlay, a Themed Scent Consultant for AromaPrime in the UK. AromaPrime provides attractions with every smell from Pirate Ship to Penguin Sick! Past projects include an authentic T-rex scent for the British Museum, celebrity fragrances for Madame Tussauds, and horrific stenches for Halloween scare mazes. Liam’s AAVEA 2021 virtual presentation will focus on  how to boost profits at local attractions with multisensory tricks.

- Chao Tayiana Maina is a Kenyan digital heritage specialist and digital humanities scholar working at the intersection of culture and technology. Chao is the founder of African Digital Heritage, a co-founder of the Museum of British Colonialism, and a co-founder of the Open Restitution African Project – each an online initiative seeking to encourage a more critical, holistic, and knowledge-based approach to the design and implementation of digital solutions within African cultural heritage. Her AAVEA 2021 virtual presentation will focus on exploration of digital initiatives within African heritage and building sustainable digital solutions within heritage practice. 

An exciting addition to the 2021 virtual programme is the highly anticipated release of  the results of the first ever benchmark study for South African attractions. Using data aggregated from visitor experiences and attractions across the country, the benchmark study will help attractions managers and the tourism industry to understand the important role that visitor attractions play, particularly in the domestic tourism economy. Additional speakers and programme news will follow in the months to come. 

Sabine Lehmann, president of AAVEA, is excited to welcome attractions professionals to the second virtual conference:

“Hosting our conference online presents us with the unique opportunity to welcome participants and speakers from all around the world and elevates the experience! When you have the greatest minds in the industry meeting, learning, and being inspired by each other it doesn’t matter if we’re online or in-person - the possibilities for collaboration and growth within the attractions sector are endless. The AAVEA board and I look forward to engaging with all conference participants this August!” 

AAVEA and South African Tourism (SAT) announced their collaborative partnership in 2020. The national tourism marketing agency is thrilled to co-host the virtual conference once again: 

"South African Tourism has an exciting three year partnership with AAVEA and we are pleased to be collaborating with this key association this year again. We are working together to positively help the recovery of our tourism industry and to honor our heroes in this sector that have managed to survive during this difficult time in our country. The virtual conference will be an incredible springboard to use to connect, share insights including the first ever benchmark study for our own South African attractions and experiences" ,says Amanda Kotze-Nhlapo ,Acting Chief Quality Assurance Officer of South African Tourism. 

Be inspired at the AAVEA 2021 Virtual Conference: 

Registration for the AAVEA 2021 Virtual Conference will open in July 2021. Fees are R1 500.00 for AAVEA members and R2 600.00  for non-members. For more information about the conference and South African Tourism, please visit www.aavea.org.za.

More than 100 of the continent’s attractions management industry professionals gathered at the Radisson Red Hotel in Cape Town for the 2019 African Association for Visitor Experiences and Attractions (AAVEA) conference on 21 and 22 August 2019.

The event’s interactive two-day programme of presentations, panel discussions and more included an address by Mmamoloko Kubayi-Ngubane, the South African Minister of Tourism, on the importance of attractions to the country.

“My role as the Minister of Tourism is to tell the world that South Africa is the world’s best tourist attraction. When I speak about South Africa being the best tourist attraction, I am really speaking about the various tourist attractions found within our country. Without these attractions, we would have no tourism sector and by extension, my portfolio as a Minister would be non-existent. Fortunately, our country is not only blessed with magnificent natural tourist attractions, it is also endowed with an incredible diversity of attractions. In this connection, the department of tourism strives to improve the country’s competitiveness and attractiveness in offering an authentic tourist experience, and to increase demand. We recognise that diversified product offering enables the country to respond to varying market needs”, said Minister Kubayi-Ngubane.

The conference, now in its sixth year, is hosted annually by AAVEA. Sabine Lehmann, president and founder of AAVEA, is thrilled with the support of the national tourism department and the success of this year’s event:

“Visitor attractions play an important role in the tourism economy, and it’s wonderful that the Minister acknowledges this. We also took the opportunity to raise the issue around staggered school holidays (inland and coastal school holidays starting at different times) which would support tourism businesses and create greater opportunity for domestic travel.Our 2019 conference was hugely successful with delegates confirming that new skills were gained and connections made. This will contribute to more visitor attractions running professional and successful sites."

Dates for the 2020 conference will be announced in January 2020.

For more information about AAVEA, please visit www.aavea.org.za