South Africa gets ”back to basics”
South Africa Tourism (SAT) is inviting consumers to draw up their bucket list as part of a fresh initiative to showcase the country’s diversity.
Tourism leaders say the campaign is part of a broader strategy to put product in front of consumers in a move to drive bookings.
While SAT has traditionally focused its energies on building the South Africa brand, it was time to “get back to basics”, SAT Australasia general manager Lalia Ngozi told Travel Today.
An app on its Facebook page will go live on November 1 that will encourage consumers to explore the available product and tick things off their bucket list. An app for smartphones will follow in around six months, Ngozi said.
The app will contain up to 50 packages that have been drawn up by wholesalers, ensuring that bookings are driven back to its industry partners, she said.
Speaking to Travel Today at SAT’s Sydney roadshow, Ngozi said she wanted to illustrate the breadth of product and experiences and to make that product easily bookable.
“We want to get back to basic. The focus has been on the brand, and while that will continue, we want to get the nuts and bolts of product in front of consumers,” she said.
She claimed up to 70% of experiences on a bucket list could be found in South Africa.
“The app is about bringing the bucket list to life,” Ngozi said.
The hope is that the app will further broaden the appeal of South Africa and lessen its reliance on the safari market.
Ngozi said safaris will always be a key element of its tourism appeal but she added it was making progress on expanding people’s horizons beyond the Big Five.
Arrivals from Australia in the first six months of the year are up 15%, she added.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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