The Hindu Business Line : ‘Tourism: South Africa’s new gold’

‘Wanderlust meets wonder... South Africa — It’s possible,’ scream hoardings at important city junctions across the country. Print and online campaigns in multiple languages too woo tourists with gusto.

Buoyed by the encouraging tourist traffic from India, the tourism department of South Africa has for the first time come out with an integrated national multi-media advertising campaign in India.

Says Mr Lance Littlefield, Country Head – India, South African Tourism: “Going by the number of walk-in, e-mail and telephone queries, and also the number of conversations with our local travel partners, we are pleased at the success of our campaign.”

Mr Littlefield says that tourist traffic from India has seen a record growth of 23 per cent in 2006 with 44,337 Indians visiting the country compared to 2005. “The numbers from India have been encouraging in the last few years and we are sure of capitalising on this growth trend,” he says.

Tourism contributes 8 per cent to South Africa’s GDP and has been identified as the ‘new gold’ of South Africa, says Mr Littlefield. “As South Africa’s new gold, it is raising standards for everyone in the country and is a key growth driver for the country.”

Mr Arup Sen, Executive Director, Cox & Kings, says although the UK and Continental Europe remain favourites, the Indian traveller is keen to visit offbeat and new destinations. He feels that South Africa is becoming popular as an incentive destination and the number of Indians travelling to South Africa has been on the rise over the years. Arrivals could be much more this year with more flights to destinations in the country, he adds.

Increasing share

Mumbai and Delhi constitute almost two-thirds share (62 per cent) of the South African leisure travel market in India. Bangalore, Hyderabad and Chennai account for 12 per cent of Indian travellers and 17 per cent of leisure traffic.

“Apart from increasing our share from these markets during this year, we would also be concentrating on Ahmedabad, Kolkata and Pune, since the spending power is clearly concentrated in these cities and holds immense potential for South African Tourism,” says Mr Littlefield.

Encouraged by the response for the ad campaign, South African Tourism will consider a similar exercise next year suitably complimented by an effective below-the-line campaign, says Mr Littlefield.