th January 2023. The campaign will be divided into two phases – awareness and conversion and will be live across all social media platforms like Instagram, Facebook, Twitter and YouTube. Ads will also be seen across billboards in 8 cities namely Mumbai, Delhi, Ahmedabad, Surat, Kolkata, Hyderabad, Chennai and Kochi.
Reflecting on the demand for offbeat experiences, especially by millennial and Gen Z travellers, South African Tourism is packaging and selling itineraries celebrating new, relatively unexplored regions. Efforts across consumer and trade are now strategically crafted to celebrate regions like Port Elizabeth, Robertson, West Coast, Drakensberg in KwaZulu-Natal, Panorama Route (Mpumalanga) and Garden Route while using the popular cities of Cape Town, Johannesburg and Durban as anchor entry/exit points.
South African Tourism, Hub Head – Middle East, India and South-East Asia, Ms. Neliswa Nkani stated, “I have always believed that to appeal to an audience base, we need to engage with them via voices that they relate to. South African Tourism is excited to finally be able to bring alive a collaboration concept that features Indian faces experiencing and celebrating the beauty and diversity of destination South Africa. The country has a lot to offer to every traveler segment, especially those who are eager to go beyond the confines of the ordinary and explore hidden gems. It is heartening to see our efforts to localize and strengthen our offerings through the eyes of these digital influencers come alive.”
“As we move forward with our recovery efforts in-market, we will continue working closely with our trade partners in India and South Africa to highlight newer regions, maintain growth momentum and collaborative progress.”, she continued.
India, the 6th largest international market for South African Tourism continues to be a major priority with the tourism board elevating engagement efforts in the coming months to tap into the summer travel season. India holds considerable growth promise especially given that Indian travellers are the largest international consumers of adventure in South Africa. At present, several stop-over flights fly from India to South Africa, including Emirates, Qatar Airways, Ethiopian Airlines, Kenya Airways and Air Seychelles.
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