Delegates have been gathering at the Indaba travel and tourism show in Durban for the second day of the annual event.

This year the theme is “Playing globally, winning locally”, which encapsulates the ideals of shared and inclusive growth and job creation in the South African tourism sector, to be achieved by establishing a strong international presence in support of becoming a global player.

Pictured: Leading Hotels of the World was recognised as offering the best stand at Indaba this year

“When we talk about tourism, we often talk about policies, statistics and objectives,” said South African tourism minister Marthinus van Schalkwyk.

“Tourism is much more than that. Tourism is about people. The magic ingredient that differentiates tourism from every other economic sector is people.

The event comes after a strong year for the local tourism industry.

International tourism arrivals to South Africa grew by 15.1 per cent in 2010, with the undoubted tourism highlight being our country’s successful hosting of the World Cup.

“We are ready to turn this new potential into long term, sustainable growth,” added van Schalkwyk.

One of the highlights of Sunday May 8th at Indaba was the Global Media Face Off, which saw CNN Business journalist Richard Quest discuss “Emerging Markets and Global Tourism Trends” with journalists from around the world

The ensure the success continues South Africa tourism will this year launch a new the National Geographic Adventurers Wanted campaign, aimed at entrenching South Africa’s leadership as an adventure destination in seven key markets - Australia, France, Germany, Italy, Netherlands and the UK.

The new Sho’t Left Campaign will also encourage domestic travel by South Africans.

Lindiwe Mahlangu-Kwele, CEO at Johannesburg Tourism Company, was in hand to talk through the organisation’s 2011 plans

Some of the innovations at INDABA include a unique multi-touch table surface allowing multiple users to view and engage with South African destination information, video content and social media platforms at the SAT stand, a dedicated INDABA TV channel, as well as exciting new networking platforms and a focus on minimum standards in promoting responsible tourism.

Indaba is Africa’s biggest travel and tourism trade show, spanning 27,000 square metres.

More than 13,000 visitors, 1,300 exhibitors, and over 170 international hosted buyers and hundreds of local and international media are expected this year.