Three Industries – One Event

The annual Sports and Events Tourism Exchange (SETE), now in its fifth year, is the only event of its kind in Southern Africa and provides a platform that brings together businesses from the Sports, Events and Tourism industries, writes Jacques Maritz.

SETE encourages collaboration between these sectors over a two-day conference, two-day table top exhibition and includes multiple networking events, from 27 – 29 October 2015. The City of Tshwane will be the new host city partner for Sports & Events Tourism Exchange and the venue will be at the Protea Hotel Fire and Ice! Menlyn.

Over the past four years delegates attending the SETE conference benefited from international and local experts sharing their knowledge and expertise on contemporary issues affecting the events tourism industry. A key milestone achieved at last year’s conference was agreement by the Sports & Events and Tourism industries, to support City of Durban’s bid for the 2022 Commonwealth Games.

The new conference format involves a series of panel discussions with key stakeholders affected by each topic. An expert will facilitate each session providing high level trends of each topic and the key issues that should be debated.

Delegates representing senior decision-makers from the sports, events and tourism sectors mainly from South Africa and consisting of government officials and members of the private sector will be in attendance. Academics, NGOs and community stakeholders will also be represented.

A key focus this year will be on promoting South Africa as a Golf Tourism Destination and other topics that will feature on the programme will include:
1. Promoting South Africa’s Golf Tourism Products;
2. Commercial Viability of Golf Estates using International Case Studies;
3. Success of Major Golf Events to Promote Destinations;
4. The Importance of School Sport and the Linkages to Growing Domestic Tourism;
5. Lessons from Commonwealth Games Host Destinations in the Management of the Games;
6. The Use of Technology for the Development of High Performance Athletes;
7. Commercial Viability and Sustainability of Event Venues;
8. Marketing Trends of Events using Case Studies of Major Events.

The organizers, Thebe Reed Exhibitions has launched the “Invitation – Only Table Top Exhibits” this year, which will be more affordable and efficient for focusing on important Buyer & Exhibitor Meetings and concluding business deals.

The City Manager of Tshwane, Jason Ngobeni said: “As part of the Tshwane Vision 2055 the Sports & Events Tourism Exchange fits perfectly into our objective, to ensure that Tshwane can be positioned as a premier events destination. Growing the local economy that is inclusive, diversified, and competitive. During the Tshwane Open, the City of Tshwane presented golf enthusiasts with high-calibre national and international golfers who competed for world ranking. Co-sanctioned by the European Tour and Sunshine Tour, and one of the six founding professional golf tours that make up the International Federation of PGA Tours, ties into one of SETE’s main themes this year – that of Golf Tourism”.

“We welcome the City of Tshwane as Host City partner for the fifth edition of the annual SETE event. Over the past few years Tshwane has hosted numerous major events and there is no doubt that SETE will contribute to the City’s objective of being recognized as the country’s premier events destination. We look forward to this partnership and thank the City for having the vision to invest in this event” concluded Commercial Director, Thebe Reed Exhibitions, Sugen Pillay.

To book your attendance for Sports and Events Tourism Exchange 2015 contact Rene Staack on [email protected] or call +27(0)11 549 8300.

For more information visit

About the Author: Jacques Maritz is the Media Liaison for SETE and can be contacted on +27 (0)84 444 0775 or via email at [email protected].

About Thebe Reed Exhibitions: Operated as a joint venture between Thebe Tourism Group Pty Limited and Reed Exhibitions, Thebe Reed Exhibitions is Southern Africa’s most forward thinking and successful exhibition and venue management company responsible for exhibitions such as the Africa Travel Week consisting of ILTM Africa, IBTM Africa and WTM® Africa; the Business Entrepreneurship and Franchise Expo; Decorex SA; 100% Design South Africa; the Gauteng Motor Fest; Mediatech Africa and the Sports & Events Tourism Exchange (SETE). Thebe Reed Exhibitions aims to provide the best platform for showcasing industries and nurturing business and networking opportunities on the African continent. For more information visit


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