South Africa eyes affordable tourism to grow market

South Africa eyes affordable tourism to grow market
Edited by Travel Weekly

    Australian tourists feeling the pinch from the cost-of-living crisis, might find an unlikely ally in South African Tourism in the future according to a panel at Africa’s Travel Indaba (ATI).

    With six out of ten young Africans failing to explore their own continent, despite constituting the largest demographic within the 1.3 billion-strong African population, the youth remain significantly underrepresented in intracontinental travel.

    With reasons varying from accessibility to affordability, CMO of SA Tourism Thembisile Sehloho asked the question: Is marketing positioning travel as intimidating, luxurious and too expensive – and what can we do to change this?

    The panel agreed that we are dealing with a new generation of youth, and social media and paid media is the key to connecting with this market. Gen Z in particular is looking for content that means something, and as a sector travel needs to be more intentional about the content it puts out. While trends can inform content, it’s essential to be part of the trend and speak to the particular audience’s real travel needs.

    The panel said that while it’s important to ensure Africa’s offerings are on par with international tourism products, it must never forget its uniqueness.

    At the same time, ATI also hosted South Africa’s Tourism Investment Seminar since Covid 19. The seminar explored how government investment could in turn encourage private sector investment.

    Addressing the seminar, the Deputy Minister for Tourism Fish Mahlalela used the example of how his government’s investment of R120 ($10) million into upgrading facilities around Kruger National Park lead to a private sector investment of $80 million in the area including low cost accommodation.

    So potentially a more affordable South African holiday is just around the corner.

    By David Hovenden at ATI 2024. 

    Latest News

    • Hotels

    Minor Hotels announces a new luxury Anantara on Bali’s Seseh Beach

    Minor Hotels has signed an agreement to manage a new-build Anantara resort and branded residences on Seseh Beach in Bali, opening in 2027. The news Anantara Dragon Seseh Bali Resort will be the first luxury beachfront resort on Seseh Beach and the third Anantara Hotels & Resorts property in Bali. The Anantara Dragon Seseh Bali […]

    • Aviation

    Solomon Airlines fills Air Vanuatu gap with flights from Port Vila to Auckland

    Solomon Islands’ national carrier will commence direct flights between Port Vila and Auckland from 27 May, using Solomon Airlines aircraft to continue air services linking Vanuatu and New Zealand. Solomon Islands officials together with the Vanuatu Government has worked closely with relevant New Zealand authorities to continue interim flights servicing Auckland from Port Vila. This included […]

    • Aviation

    Board Air Canada in Sydney’s CBD via a sleek Light Rail

    Visitors flocking to Vivid Sydney will glide through the CBD in the newest addition to the Air Canada fleet – a sleek Light Rail tram wrapped in the airline’s unique livery. The Air Canada-themed tram is part of a new marketing campaign designed to put Air Canada in lights during the Vivid Sydney festival (25 […]

    • Cruise
    • News

    Carnival Splendor to the rescue of Aussies and Kiwis left stranded in Vanuatu

    Carnival Cruise Line’s Carnival Splendor has come to the aid of a group left stranded in Vanuatu, following the collapse of Air Vanuatu. The group, eight Australians and one New Zealander, were visiting the island of Santo when Air Vanuatu cancelled all flights, leaving them without a way home. Carnival Cruise Line responded by offering […]

    • Hotels

    QT Singapore set to open in heritage Eastern Extension Telegraph building

    Bookings open today for QT Singapore, in the historic former Eastern Extension Telegraph building along Robinson Road, the first property from QT Hotels & Resorts to open outside Australian and New Zealand. Previously Accor’s So Singapore, then the Hotel Telegraph, QT Singapore will officially launch on September 16 and will feature 134 rooms, ranging in […]

    • Hotels
    • News

    Minor Hotels’ Anantara group reimagines the brand as its portfolio surpasses 50 properties

    Anantara Hotels & Resorts is marking a significant milestone with a reimagined brand identity as recent openings across Europe, Middle East and Asia have propelled the brand portfolio beyond 50 properties. Part of the Minor Hotels group, the Anantara visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine – […]