Destination Mzansi

Multiple headwinds have been weighing on global economic growth, with many nations still reeling from the effects of the COVID-19 pandemic, global challenges and the rising cost of living.

In the last financial year, however, South Africa welcomed 5.7 million visitors from the continent and abroad, showing yet again that it’s still a preferred destination for many visitors and holidaymakers. We still have a long way to go in our recovery efforts to reach the 2019 levels of tourist arrivals and impact on the economy, but South Africa remains a value-for-money destination in various source markets, and we will grow arrivals to reach the targets we set for 2030.

Now arriving

Addressing delegates at the World Travel Market Africa in April 2023, Minister of Tourism Patricia de Lille said: “It is encouraging that arrival from other African countries continues to be our most substantial source of arrivals, with just over four million arrivals during this period.” This sentiment bodes well for diplomatic endeavours to strengthen relations with the rest of the continent.

The other two key markets in terms of arrivals are the United States and the United Kingdom. StatsSA’s tourism and migration data for December 2022 shows that the majority of tourists or visitors who touched down in South Africa in October 2022 were from the United Kingdom – that’s 26 928 visitors or 17 per cent of the total number of recorded visitors. In 2021, the United States held the number one spot as the largest overseas market for trade and tourism in terms of passenger volumes.

Direct flights from key markets

In the quest to remain competitive, the South African tourism sector has been boosted
by some important partnerships. Last year, the biggest United States airline operator, Delta Air Lines, launched a new route between Cape Town and Atlanta. Direct flights between Atlanta and Johannesburg have been in existence since 2016, and the latest expansion between the three cities to four flights a week means South Africa’s tourism sector will benefit even more as American tourists are known to be big spenders.

Earlier this year, the Chinese government eased its three-year COVID-19 lockdown regulations. In March this year, South Africa welcomed the first group of tourists from China after a three-year hiatus. China’s significant contribution to the global tourism economy cannot be underestimated, so Air China’s first flight to South Africa since the pandemic marks an important shift in the world of tourism. “We will now have three flights a week between the two countries,” said Joe Hu, general manager for Air China in South Africa, as flight CCA867 from Beijing-Shenzhen touched down at O R Tambo Airport. “Each of our flights has at least 200 Chinese tourists. South Africa is a very popular destination for Chinese tourists.”  

Before the pandemic closed borders, Chinese travellers around the world were ranked the biggest spenders, having spent R4.7-trillion in 2019, according to the World Tourism Organization. 

Nevertheless, domestic travel remains the backbone of the sector. South Africans continue to travel their own country and boost tourism recovery. 

Country of plenty

As the world returns to life after the pandemic, South Africa has pushed to host important conferences, meetings and exhibitions, all of which position the country as a leader in the meetings, incentives, conferences and exhibitions industry. Events, such as the Africa Tourism Indaba, Meetings Africa, the World Travel Market and others, woo visitors to our country. As hosts of these events, we pull out all the stops to ensure that the buyers return to their countries ready to sell South Africa as a desirable tourism destination.

To keep up with trends across the world, our industry is taking advantage of user-generated content on social media platforms, such as TikTok and Instagram, to showcase the country. There are now over five billion consumers on social media, making it a gold mine for travel marketers.

Social media travel influencers are new-age marketers that reach audiences in ways never explored before. We are also at the forefront of those spaces, ensuring we are always ready to take advantage of new opportunities. These platforms create jobs and economic opportunities for many young people in our country – one of the priorities of the South African tourism industry.

The energy question

It’s no secret that the electricity shortage is a challenge that’s forcing the tourism sector and the entire country to look for reliable short- to medium-term alternative energy sources. Much like when the industry showed resilience at the height of the COVID-19 pandemic, hotels and small operators are running on generators to maintain standards in the short term. In the medium to long term, planning and adapting to smart and sustainable technologies have become necessary to respond to future shocks.

South Africa’s resilient tourism market has proven it can overcome multiple challenges over time. The issue of personal safety for all tourists continues to receive urgent attention. We are a warm and hospitable people whose diverse culture leaves a lasting impression on visitors, so they keep coming back for more.