SA goes fishing in Africa for more tourism arrivals, revenue

Africa is the base-load of international tourism to SA, and statistics shows that the continent is delivering more than 70% of all arrivals every year. According to South African Tourism, Africa's contribution to the total tourist arrivals to SA increased from 68.1% in 2003 to 77.0% in 2010 - a growth of 10.3%.

SA Tourism's most recent research findings show a continent littered with rising nouveaux rich, go-getters, fledging explorers and young accomplished travellers - all status-oriented - longing to spend some quality time in SA to uncover the 'hidden secrets' of the land of Nelson Mandela.

While Angolan travellers spent the most compared to the other three countries from 2003 to 2009, total spend by travellers from DRC has increased significantly in the same period, according to official figures.

Eye on Africa

SA has set its eye on Africa as part of the newly launched country's National Tourism Sector Strategy. Phumi Dhlomo, SA Tourism regional director (Africa), said the ability of each of these four markets to act as launchpads to develop regional markets, is also to be further explored.

Nigeria and Kenya are well-positioned when considering the extension of SA Tourism's area of influence to neighbouring countries, while activities in DRC will have a spill-over effect into Congo-Brazzaville, due to the proximity and ease of travel, said Bashni Muthaya, SA Tourism strategic research manager.

According to Muthaya, regional hub potential is determined by factors such as similar language and culture, economic integration and political relations, airline connectivity, and the ability to leverage trade partners. She said her organisation can use different strategies to influence various elements that will help to generate market growth.

Key elements

Key element of growth strategy, as outlined by Muthaya, are as follows:

• Increase frequency of trips per consumer to SA (event-driven packages): attract first-time travellers and trigger next trip of a repeat visitor.
  
• Increase length of stay per visitor in SA (extra nights' promotions): encourage visitors to stay longer.
  
• Reduce seasonal variations through the year (off-peak promotions): drive consumers to travel during low seasons.
  
• Increase regions visited by travellers, improving geographical spread of travellers (promote different places): attract tourists to different locations in the country.
  
• Increase number of travellers (group or family activities): encourage consumers to travel with family and, or friends, and
  
• Facilitate the removal of barriers that constrain travellers coming to SA (eliminate barriers): address visa, airlift, language barriers and any other issues that might restrict travelling.

Problem areas

While SA officials have identified visas and language problems as top obstacles restricting African tourists to visit SA, some observers believe the country should do more to address South African xenophobic sentiments towards African foreigners.

Bizcommunity has learned that SA has been 'blacklisted' by some African visitors since the 2008 xenophobic attacks, and despite the saying 'time heals all wounds', the fear still persists on the continent that 'you are likely to be attacked by a spear or beaten to death or burnt alive'.

Regarding visa issues, especially on the Angola front, Dhlomo said the ball is now in the Angolan government's court to sign documents lying on its table to scrap visas between the two countries.

"Our government has done its part by signing all the papers. We are waiting for them," he explained.