Neliswa Nkani, Hub Head – MEISEA, South African Tourism speaks to T3 about the current scenario in South Africa and the new developments
India continues to be a priority market for South Africa post pandemic. This year, the destination is set to tap the niche tourists from India market. The Tourism Board also foresees speedy recovery in terms of MICE.
What is the current scenario of the tourism sector in South Africa?
South Africa is currently open to all international tourists. Travellers intending to visit the country will be required to produce a negative PCR test, not older than 72 hours from the time of departure from the country of origin to South Africa.
Concerning the situation on-ground, the National Department of Tourism is currently engaged in a policy review that will look into improving air access, protecting the supply side, value pricing, using technology to advance tourism and conservation. Additionally, the government started a 1.2 billion-rand (US$79.4 million) Tourism Equity Fund aimed at reviving the tourism industry earlier this year. The funds will be used in particular to help black entrepreneurs start and sustain businesses and projects in the sector.
Post-pandemic, do you foresee India still featuring amongst your top priority markets?
South Africa was seeing tremendous interest by Indian travellers right before the pandemic hit the country in March 2020. For the months of January and February 2020, we saw a ~7 per cent YoY increase from the India market with 14,437 business, leisure, and MICE tourists visiting the destination during this period. Prior to the pandemic, India was the 8th largest international market for South African Tourism. India remains a core market for South African Tourism globally and holds much promise in the coming years.
Prior to the pandemic, we announced the rolling out of e-visas for the India market. While pilot runs were ongoing, the pandemic hit us, thus delaying the process. We want to assure Indian travellers that we are focused on issuing e-visas as soon as possible, as we want to make it as easy as possible for Indians to come to South Africa. Given that India is a priority market, we have continued robust investments in this market.
How are you tweaking your marketing strategy for 2021?
Our marketing and communication approach is extremely focused and targeted – we are looking at maintaining a consumer-centric approach, while also building trust and aspiration, and instilling confidence in consumers intending to travel. Even before the pandemic, we realized the importance of localized, targeted and relevant content, and thus, increased our digital presence in India.
We launched our Complete Confidence campaign, where we released a series of videos showcasing precautionary measures employed by the destination.
In India, a consumer-oriented campaign targeting the desi audience is in the pipeline. South African Tourism is also working closely with Netflix to ensure that authentic and uniquely South African stories are told to a global audience. This partnership will also play a major role in internationally promoting the country’s must-visit sights through its locally produced series.
Any new updates in terms of attractions or tourism infrastructure upgrade in the destination?
We are looking to build on and showcase our 3000+ adventure offerings to the adrenaline-seeking Indian market. This year, we will be specifically targeting niche communities.
A large focus area for us will be mobilizing niche communities in India. We want to invite biking groups to explore the vast, South African terrain. We are also looking at having more runners from India participate in South African ultra-marathons like the Comrades Marathon and the Two Oceans Marathon.
We expect self-drives to be popular with Indian travellers given that South Africa has some of the most beautiful self-drive routes in the world. The fact that Indian licenses are valid in South Africa is a huge bonus.
Travellers are predicted to seek offbeat destinations, with good connectivity and a large number of activities within confined areas. We, hence, anticipate that South Africa’s new regions and geographies will be a hit with Indian travellers in the second half of 2021 as well as in 2022.
By when do you foresee MICE and corporate travel market to bounce back?
We expect MICE travel from India to rebound later this year or early next year, albeit with smaller group sizes and hybrid models. However, pan-Africa MICE travel and corporate travel can be expected to bounce back sooner, especially since travel brands across the supply chain are now extremely deliberate about traveller wellbeing and providing safe group experiences.
That being said, it will be crucial to keep our ears to the ground going ahead. Especially within a market as dynamic as India, MICE & corporate packages and promotions for each region will need to be customized and rolled-out, depending on the status of vaccinations and the pandemic.
