Botswana Consumer Fair set to return
Forced into a two-year slumber due to Covid-19, the Botswana Consumer Fair returns this August as Fairground Holdings turns it’s settings to revitalisation mode.
A key player in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector of the Hospitality and Tourism industry, the company has had to dig deep since the pandemic hit.
Speaking at a media briefing held in Gaborone on Monday, Fairground’s Chief Executive Officer (CEO) Gorata Gabaraane rolled out their outlook for the year as well as how they plan to proceed.
“Sub-sectors of tourism, hospitality industry were hit hard by Covid-19, leaving them dusting themselves from the pandemic, which affected them in the past two years. Our company has found it fit to share their turnaround strategy into making and targeting different markets they have come aware of during the Covid-19 pandemic,” she explained.
Outlining their mandate, Gabaraane told the gathered press, “One of our core businesses is around conferencing, exhibitions, events and meetings.
“For the longest time we were silent on the front of running events, whether they were for our company or our clients. But we have decided as a business to respond to the aspect which the market is responding to.”
The CEO further revealed that with Covid-19 affecting their traditional revenue streams, the business had to implement different strategies to create revenue.
“We came up with means of raising funds, such as selling conference packaging, targeting lifestyle events, being the untapped markets since they have facilities and also finding ways to use and expand the facilities for the untapped markets.”
Gabaraane said they also took time to introspect on how Fairground Holdings can further improve on the areas they are already strong in.
“These include looking into promotions we already have: existing events, by enhancing them to perform at a better level; new events, by taking partnerships to give us better revenue.
“Another strategy we have is to bring in Information Communications Technology (ICT) to help Fairground Holdings stay in the business. As a conference-based business, we are going to need technology to deliver meetings regardless of your location,” she concluded.
