While many competitor destinations will remain closed for the foreseeable future, tourism in South Africa has been given the green light to operate in full with stringent health and hygiene protocols in place to safeguard the wellbeing of staff and guests.
As South Africa prepares for its annual summer festive season, South Africa is Travel Ready Collective has launched an innovative campaign to inspire consumers to buy experiences instead of things to reconnect with yourself your friends and family.
"After a tough year, consumers are looking for ways to escape and reconnect meaningfully with others. A 20-year study by Cornell University shows how investing in experiences over things delivers ‘enduring happiness’ as you are able to break out from your everyday routine, try something new when you travel,” says Natalia Rosa, MD Big Ambitions, a member of South Africa is Travel Ready Collective.
"What’s more, with a variety of experiences at different price points on offer, there really is something for everyone. The tourism sector has worked hard to de-risk itself with stringent health and hygiene protocols making it safer to travel than visiting the supermarket," says Rosa.
South Africa is Travel Ready is launching a social media and marketing campaign featuring available tourism experiences in South Africa across a range of categories. #ExperiencesNotThings will be featured on the traveltosouthafrica.org landing page with all the information of what’s on offer and how to book it directly with the experience provider.
"If you’re lucky enough to have spare cash this festive season, please consider steering clear from throw-away décor items for your festive table and put food on someone else’s table instead by supporting the tourism sector. Besides, if all you want this Festive Season is time out of your house, there’s an experience on offer to deliver it," concludes Dionne Collett, director, Take Note Reputation Management, a member of the South Africa is Travel Ready Collective.