SA Tourism to open marketing office in Sao Paulo

A delegation that comprises of South Africa's National Tourism Minister Derek Hanekom; South African Tourism board members, Tumi Makgabo and Graham Wood; and South African Tourism CEO, Thulani Nzima, will attend the events in Sao Paulo.

"We are delighted that arrivals from the region, and in particular from Brazil, have grown so well that we are now able to open a permanent marketing office in the city of Sao Paulo," says Nzima. "This is evidence not only of the extent to which we value this market, but also of our commitment to the region."

Brazil is South Africa's ninth largest source of overseas tourist arrivals. In 2013, arrivals from Brazil grew 5.6% to reach 82,802. There was a strong tourist growth (of 66.7%) from Brazil in 2010, largely driven by the hosting of the FIFA World Cup that year in South Africa. However, sustained tourist arrivals growth in 2011, and additional 44.7% growth in 2012 makes Brazil one of the most robust of the overseas markets. Tourist arrivals from Brazil have delivered phenomenal growth of more than 400% in ten years.

'Ordinarily Extraordinary' campaign

South African Tourism will also launch the 'Ordinarily Extraordinary' campaign in Sao Paulo during 'Meet South Africa Week'. This campaign features a fully interactive destination brand video that gives Brazilian people an opportunity to learn about South Africa's offering as a holiday destination. It was shot on locations across the country in April this year and stars well-known Brazilian travel presenters, Fabiana and Pati Teixeira.

The first ever UBUNTU Awards will also be held during 'Meet South Africa Week'. These awards acknowledge Brazilian travel and media organisations that have worked in a spirit of partnership with South Africa to effectively market the destination.

"We highly value our close and mutually beneficial relationships with our partners in the market," says Nzima. "It gives us great pleasure to introduce the UBUNTU Awards in Brazil, where we get an opportunity to thank each recipient for their commitment to our destination, their passion, and their spirit of partnership."

Hanekom and Nzima will also be attending the ABAV travel show in Sao Paulo where, for the first time, South African Tourism will exhibit destination South Africa. The South African stand features a number of South African experiences (represented by South African products), where both consumers and the Brazilian trade can come and learn more about this destination.