South African Tourism has re iterated its readiness to focus on African markets to drive the country’s future tourism growth, just as Nigeria, the Democratic Republic of Congo (DRC), Kenya and Angola are key targets.
SA Tourism’s Regional Director: Africa, Phumi Dhlomo, at a research presentation at this year’s INDABA said they will not pay lip-service to African prospects, but backs it up with achievable targets and resources which will see measurable results in tourist arrivals to South Africa from the African continent.
With the Africa region maintaining strong growth of 10% in arrivals to South Africa over the last seven years, the intense focus on Africa’s potential has been mandated as a priority in the National Department of Tourism’s National Tourism Sector Strategy (NTSS).
“SA Tourism’s commitment into fully developing the African market is backed by a more than R60 million investment in marketing efforts on the continent,” says Dhlomo. “Our most recent research has given us a key indication of areas that require strategic shifts in mindsets in the approach to attracting African travellers and we look forward to leading industry efforts in ensuring we take full advantage of the huge potential on our doorstep.”
SA Tourism’s research presentation encompasses an overview of the organisation’s growth strategy across four key markets, namely Angola, the Democratic Republic of Congo (DRC), Kenya and Nigeria.