Flow is passionate about South Africa, its attractions, travel, tourism and helping to create opportunities for learning and sharing. We therefore jumped at the opportunity to work on the upcoming Attractions Africa 2018 conference in Johannesburg.

The only event of its kind for the continent’s visitor-attractions professionals, Attractions Africa will take place at Gold Reef City on 6 and 7 June 2018.

The annual two-day conference, now in its fifth year, will comprise a programme of local and international speakers sharing trends, benchmarks and best practice, as well as interactive sessions, opportunities for networking and an informative pre-conference tour of iconic Jozi attractions the day before the event kicks off.

Participants in Attractions Africa will also this year receive 10 continuing education credit hours towards International Association of Amusement Parks and Attractions (IAAPA) certification. (The IAAPA is the world’s largest international trade association for permanently situated amusement facilities, and certification provides members with a competitive advantage.)

Flow CEO Tara Turkington initiated contact with the client late last year and, earlier this year, Flow was contracted to produce a series of email newsletters to create awareness about and boost registrations for the event, explains Flow project manager Angela Blake.

Flow is also providing public relations around the conference, as well as a service calling potential delegates to increase and facilitate registrations.

The public relations offering includes a pre-conference press release promoting the event as the attractions industry conference of the year; producing an invitation to selected media to attend the conference; and managing press interviews, with Attractions Africa’s approval. Flow will also draft a post-event press release.

The conference came about in 2014 when industry veteran Sabine Lehmann founded Attractions Africa after realising that attractions professionals were meeting all over the world to share and learn, but that no such meeting existed in Africa.

She rallied attractions professionals from across the country to focus on defining their industry.

Lehmann’s roles in the past have included opening the Zeitz Museum of Contemporary Art Africa in Cape Town as chief operations officer, and working as managing director of the Table Mountain Aerial Cableway for more than eight years. She now runs her own consultancy.

“A conference of this magnitude brings together leaders and their peers in the attractions management industry and provides invaluable learning for those on the frontline of providing amazing visitor experiences at their establishments,” she says.

“Whether you’re a museum, an art gallery, a hotel, a mega-event, a restaurant or a theme park, we want you to join us.”

The two-day 2018 programme boasts an impressive list of local and international speakers talking about industry issues varying from emerging industry trends, crisis management, design tricks and creating child-friendly experiences to pricing strategies, unique selling points, the outsourcing of functions, and more.

This year’s participants will be an interesting mix – of those who have already signed up, nearly 50% have indicated they will be attending their first Attractions Africa conference, nearly 24% their second, 8% their third, close to 5% their fourth and more than 14% their fifth.

Almost 40% of those who have registered say their aim is “to gain new ideas and to be inspired”, with a further 20% attending with the goal of learning. The vast majority say the type of sessions they enjoy most are presentations by one speaker.

Statistics gained at the time of registration show that of the attractions signed up so far, more than 88% plan to invest capital in their attractions in the next two years.

One-third of the attractions attending receive more than 450 000 visitors a year (with just over 22% having more than 600 000).

Flow is super excited to play a part in getting so many bright and creative industry professionals from a wide range of attractions together to grow their own skills and so help to expand the attractions industry in South Africa.

For more information, visit www.attractionsafrica.co.za.

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