South Africa underlines commitment to Australia

South Africa underlines commitment to Australia
By admin


South Africa Tourism (SAT) has confirmed it will maintain the same level of investment in the Australian market.

Considered a core market by SAT, travel to South Africa represents 1.5% of the outbound Australia market.

“The potential to grow in the Australian market remains real for us,” SAT chief executive Thulani Nzima said.

The budget will be pegged to South African inflationary growth.

“The strengthening of foreign currency against the rand has punished us in terms of our marketing ability,” Nzima said.

SAT outlined a marketing strategy to “cut the clutter” and tailor campaigns specific to each market.

The tourism body has diversified away from safari experiences to broaden the appeal to international markets.

Nzima said he was satisfied with Australian wholesalers displaying the diversified offering of South Africa, beyond safari.

SAT is tailoring its approach and Nzima said there is no one size fits all policy for country marketing.

“We are not the only African country that provides safari, in order to stay relevant we have diversified our product range,” Nzima said.

SAT marketing now incorporates food, fashion and community tourism.

“We do not want to move away completely from safari as it’s an attraction but we use the opportunity to hang other things around it,” Nzima said.

SAT Australia partnered with Myer for a fashion shoot last year in a partnership Nzima described as “groundbreaking”.

“The economic meltdown has taught us a few lessons –the need for us to hold onto our core markets and to maintain your investments and hold your market share,” Nzima said.

Latest News

  • Aviation

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]