SA focussed on experiences

With a robust travel trade engagement plan in coming months, starting with its first physical annual roadshow post pandemic in March 2022, South African Tourism is going all out to woo travel agents as well as the travellers. Neliswa Nkani, Hub Head – MEISEA, South African Tourism, reveals more.

Hazel Jain

Given that India is one of its largest international source markets, South African Tourism accelerated its recovery initiatives this year. Neliswa Nkani, Hub Head – MEISEA, South African Tourism, revealed, “We recently rolled out our ‘More & More’ campaign that is specifically tailored for the evolved Indian traveller who seeks more out of every opportunity that a holiday presents. This campaign aims to highlight the variety and diversity of experiences that South Africa has to offer, ranging from 3000+ adventure activities to exciting culinary experiences and more, across our nine provinces.”

The campaign will be supplemented by robust travel trade engagement in the coming months, starting with South African Tourism’s first physical annual roadshow post pandemic in March 2022. The tourism board also intends to engage consumers and corporates in India, with on-ground experiential activations that bring the sights, sounds and tastes of South Africa alive in-market.

The destination, which remains open to Indian travellers, is processing tourist visas on priority, says Nkani. “Well-timed with the easing of international travel restrictions in India, we expect these strategic efforts to increase summer outbound traffic to South Africa and contribute to the recovery of the tourism sectors in both countries,” she said.

Strategy for India

Prior to the pandemic, India was the eighth-largest international market for South African Tourism. India still remains a core market for South African Tourism globally and holds much promise in the coming years, assures Nkani. “In India, our target segments continue to remain experience-seeking millennials, HNIs and the family-oriented middle-class segments, as these are anticipated to be the driving force behind travel recovery. We also expect to see a rise in FITs, drive-cations, travellers from niche communities,” she said.

Film tourism is key focus area for Nkani. “In fact, in the last three to five months, we have seen huge interest from film production companies. Additionally, we have been in talks with a couple of big banners in India to launch South Africa on the silver screen, either by way of Bollywood movies, web series or advertisement shoots,” she said.

The lifting of international travel restrictions by India has proved to be a huge booster to outbound travel intent. “Our trade partners tell us that intent to visit South Africa, as well as conversions are steadily rising. At present, several stop-over flights fly from India to South Africa, including Emirates, Qatar Airways, Ethiopian Airlines and Kenya Airways,” Nkani added. Travellers from India to South Africa will be required to produce a negative PCR test, not older than 72 hours from the time of departure from the country of origin to South Africa.

Trade engagements

Right now, the South African Tourism team is all set to host its biggest, independent travel trade initiative in India – its annual roadshow. This in-person roadshow will be the first mega-event post-pandemic and will travel to the four Indian cities of Delhi, Ahmedabad, Bengaluru and Mumbai from March 7-11, 2022. This will be followed by a virtual roadshow later this year. “We are also hosting Indian buyers at the 2022 edition Meetings Africa from February 28 to March 2 – which is the continent’s biggest trade show for the business events industry – in Johannesburg,” Nkani revealed.

Her team will continue to engage corporate CEOs and MICE leaders to understand consumer travel sentiment first hand. “Through the year, we will also look at boosting SA Specialist, an interactive online learning programme. At present, we are in the process of setting up a platform for the Indian trade to interact directly with Provinces and local tourism boards – we hope to unlock mutually profitable synergies through these associations. We believe MICE will resume within the next two months,” she said.