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MARKETING: Hostex Aims To Take Cape By Storm


Recent Western Cape Business News

IN what will undoubtedly be one of the biggest tourist booms South Africa has ever seen, 2010 looks set to bring many more opportunities to service providers throughout the hospitality industry. Timed to help companies take advantage of these opportunities, Hostex Cape 2010 is set to take the Cape by storm, says Lynn Chamier, exhibition director of Hostex.

We took the decision to move Hostex Cape from June to March 2010 to give the industry the best possible opportunity both to showcase their goods and services, and to be exposed to new products and trends that will better enable them to provide a world-class service to the influx of tourists that the hospitality industry will be greeting when the soccer begins in June.”

We foresee that consumables are going to be a key component of the show, as decision makers seek out products that will provide them with a marketable commodity with which to maximise their profits. The industry will be challenged as never been before to provide beds, food and drink to many thousands of tourists. Consumables are going to be in huge demand,” says Chamier.

New to the show this year is the Wine Circle, which will enable wine producers to showcase their wine offerings to the trade and provide visitors with the opportunity to sit down in a relaxed environment and taste the wines on offer.

Another new addition is the Global Pizza Challenge, which was held for the first time at Hostex Gauteng last year, drawing participation from restaurants, coffee shops and pizzerias all over Gauteng in a bid to find the best pizza in the province.

The two anchor components of the show – the SA Chefs Village and the HomeGrown SME Village – will return once again to provide areas of interest to visitors.

The South African Chefs Association’s Chef Village will once again be hosted by Nestlé Professional, ensuring a dynamic hub of activity. With demonstrations on the latest culinary products and trends, as well as competitions such as the Student Skills Challenge, McCain Tribute to Good Taste and a Restaurant Showcase Challenge, the chefs of Cape Town’s skills will be put to the test. A mini-plated Salon Culinaire will also take place at the stand, showcasing its culinary art.

The HomeGrown SME Village will provide a showcase of proudly South African goods and services and niche service providers.

We have received confirmed bookings from a number of large and small exhibitors, including Vulcan, Technical Concepts, Cape Coastal Metal Works, Core Catering & Hotel Supplies, J&E Catering Equipment, Ciro Beverage Solutions and Woodbender. Indications are that this year’s show will once again provide a definitive guide to the very best products and services available in the hospitality industry,” Chamier says.

Marketing of the show will be aimed exclusively at a trade audience and, in an effort to ensure quality visitors, no under 18’s will be allowed. Students will only be allowed access on Wednesday 10 March, with the prior approval of the organisers.

Hostex, the largest trade show in the Cape, attracted nearly 6 000 visitors in 2008, with 181 exhibitors taking advantage of the opportunity to reach their target market. “Recent international trends show that companies who exhibit at a trade exhibition during a period of economic downturn benefit from the exposure at a time when other companies are cutting back. In their latest report, The Center for Exhibition Industry Research, Dallas, Texas, indicates that even though attendance and exhibit space may decrease in recessionary periods, key buyers continue to attend each year and the percentage of attendees that actually plan to purchase remains high.”

Companies wishing to showcase their goods and services should secure their bookings soon, as space is selling out fast,” Chamier says. Hostex Cape takes place from 8 to 10 March 2010 at Cape Town International Convention Centre.

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