It was reported that the Durban International Convention Centre contributed R17.4 billion to national GDP; and R16.3 billion to KwaZulu/Natal Province; and created 53 475 jobs. Business travel exceeds global average for tourism spending - business tourists often become casual tourists visiting world-class tourist attractions before or after their business meetings. As of 2013 tourism has contributed 9.5 per cent of the South Africa's GDP; and creating more than 1.4 million jobs. The need for EXSA in the tourism industry is crucial as more business is done at trade exhibitions than any other single marketing initiative. Exhibitions bring all relevant industry leaders under one roof for 3 to 4 day intensive "selling" period. If executed well they provide a great return on investment and help businesses grow. Fifth Media Channel exhibitions are as the fifth media channel because they are simply the best face-to-face marketing and communication channel. Exhibitions that bring industry leaders to South Africa include amongst others Mining Indaba; Meeting Africa; Tourism Indaba; Decorex which is hosted in 3 Provinces; Bauma Africa; JIMS; and AAD. EXSA is a partner with National Convention Bureau and therefore works closely with government in growing business tourism in the country.