MUMBAI: South African Tourism with the aim of targeting close to 500000 tourists from India by the end of 2020 has now come up with its biggest travel trade initiative- the 17th edition of their Annual Roadshow. Considering the evolving patterns of the Indian tourists, the 48-member South African trade delegation restated the board’s priority on product offering and destination options. In addition to this, the tourism board wants representatives from accommodation establishments, airlines, destination management companies, and tourism associations to showcase the array of their products and engage the Indian travel market and trade partners.
The major focus of the Annual Roadshow is to make capital out of potential Indian consumers, this move will also help them surpass their target of 100,000 Indian tourists coming to South Africa in 2020.
The 2020 Roadshow saw the involvement of 13 new SMMEs, which is exactly double as compared to the SMMEs who participated in 2019. South African Tourism boards association with SMMEs will also help in creating new job opportunities and eventually boosting the local economy.
According to South African Tourism MEISEA hub head Neliswa Nkani, “India continues to remain one of our key focus markets globally and it is encouraging to observe consistent, upward growth from traditional regions like Mumbai, Delhi and Bangalore as well as rising visitor traffic from emerging cities like Pune. With more and more visitors citing South Africa’s scenic natural beauty as reasons to visit, we are focused on our efforts towards opening up newer geographies in our country. This will serve a dual objective of catering to this very consumer demand as well as offering a diversity of itinerary options for our trade partners to sell.”
Mumbai yet again manages to be the prominent source market for South African Tourism in India. From January to June 2019, around 43 per cent of total Indian visitors to South Africa were from Mumbai. 62 per cent of tourists from Mumbai preferred to travel solo, while 13 per cent of visitors traveled with their partners. According to the research conducted by tourism board, tourists from Mumbai chose South Africa for its picturesque landscape (50 per cent), travelers engaging with locals (29 per cent), people interested in exploring wildlife offerings (27 per cent ), culture and history (21 per cent) tourists interested to experience the diversity (27 per cent) offered by the Rainbow Nation. Leisure travel (29 per cent) is one of the main reasons for visitors from Mumbai to travel to South Africa. MICE (22 per cent), business travel (25 per cent) and VFR (10 per cent) closely follow suit. The most preferred travel months for Mumbaikars are May, April, and December.
After Mumbai, India’s capital Delhi becomes the second leading source market for South African Tourism in India. From January to June 2019, close to 21 per cent of total Indian visitors to the Rainbow Nation were from Delhi. 40 per cent of tourists from Delhi preferred to travel solo, while 26 per cent enjoyed their trip to South Africa with their partners. According to market research conducted by the tourism board, travellers from Delhi make the trip to South Africa to enjoy the scenic beauty (22 per cent), engage with locals (13 per cent), explore the treasure of South African wildlife offerings (13 per cent), culture and history (8 per cent) while also indulging themselves into the diversity of Rainbow Nation (13 per cent) offered by the Rainbow Nation. Leisure travel (35 per cent) is the primary reason for visitors from Delhi to travel to the destination. MICE (30 per cent), business travel (13 per cent) and VFR (14 per cent) closely follow suit.
IT hub Bangalore maintained its position as one of the leading source markets for South African Tourism in India. From January to June 2019, around 6.5 per cent of total Indian visitors to the Rainbow Nation of South Africa were from Bangalore. 63 per cent of visitors travelled solo, while 10 per cent travelled with their partners. According to market research conducted by the tourism board, travellers from Bangalore make the trip to South Africa to enjoy its scenic beauty (52 per cent), engagement with warm locals (24 per cent) and explore wildlife offerings (56 per cent) while also immersing themselves and making the best of the diversity of experiences (30 per cent) offered by the Rainbow Nation. MICE travel (39 per cent) is the primary reason for visitors from Bangalore to travel to the destination. Business travel (20 per cent), leisure travel (18 per cent) and VFR (6 per cent) closely follow suit. The summer and winter holiday periods of April, May, and December emerged as preferred travel months amongst Bangaloreans for their South Africa trips.
Another state from Maharashtra, Pune emerged as one of the leading source markets for South African Tourism in India and currently now features amongst the top 10 Indian source cities. From January to June 2019, around 2.7 per cent of total Indian visitors to the Rainbow Nation were from Pune. (71 per cent) visitors from Pune travelled solo, while (15 per cent) travelled with their partners. According to market research conducted by the tourism board, travellers from Pune make the trip to South Africa to soak in scenic beauty (41 per cent), engage with warm locals (43 per cent), explore wildlife offerings (51%), culture and history (19 per cent) while also immersing themselves in the diversity of experiences (46%) that the Rainbow Nation has to offer. Business travel (37 per cent) is the primary reason for visitors from Pune to travel to the destination. MICE (29 per cent), leisure travel (15 per cent) and VFR (4 per cent) closely follow suit. The periods of May, August, and December were preferred travel months amongst Punekars for visiting South Africa.
Revealing further details, Nkani stated, “While South Africa has traditionally been perceived as a multi-generation, family destination, it is heartening to see the substantial share of solo travellers in the overall Indian traveller pie. Our evolved brand strategy will help us drive South Africa’s value proposition across stakeholders while creating customized engagement models showcasing destination product offerings to suit the unique requirements from each of our target regions within India.”
With 81,316 Indian arrivals as of October 2019, the destination board shared a positive purview for the Indian market, considering that as of September 2019, total expenditure by Indian tourists in Rainbow Nation had reached a four-year high. The average length of stay witnessed a year on year increase of 8 per cent in the first half of 2019.
This year the Annual Roadshow covered India’s three major cities Mumbai, Bangalore, and Pune creating a way for better interaction in order to make an exchange of detailed market insights and Indian traveller specific trends and itinerary, which will allow both the parties to serve better.
