India solidifies its position as one amongst South African Tourism’s top-3 priority markets
On Friday, the South African Tourism Board announced its anticipation of hosting 100,000 tourists from India this year, surpassing pre-COVID levels. The board is strategically targeting travelers from tier II cities to capitalize on the significant potential within these smaller urban centers. India ranks as the sixth largest source market for South Africa in terms of visitor arrivals, trailing behind the UK, Germany, the US, the Netherlands, and France, which comprise the top five.
Determined to build over the strong travel momentum witnessed in the previous year, South African Tourism concluded its 20th Annual India Roadshow at ITC Grand Central, Mumbai. Kickstarted on 12th February in Jaipur along with a panel discussion on 11th February, the trade schedule moved took place in Delhi on 13th February, Ahmedabad on 14th February and Bengaluru on 15th February. Conducted across 5 cities in 5 days, the roadshows hosted over 11,200 meetings and generated more than 1,60,000 on the spot leads for South African Tourism, making the initiative a grand success.
India is currently one of the fastest growing outbound travel markets, outpacing Asia and may countries around the world. The country is amongst the top-3 focus markets for South African Tourism and holds immense potential in the years to come. The 20th multi-city schedule achieves a vital milestone for South African Tourism, marking more than two decades of its growing investments in India. Led by Ms. Neliswa Nkani – Hub Head – Middle East, India and Southeast Asia, South African Tourism the roadshows collectively hosted more than 2000 travel trade partners from across 40 Indian cities. Engaging with the trade fraternity, the tourism board unveiled critical local market insights enabling them to capitalise on growing demand. In addition, the tourism board partnered with the hotel to offer authentic South African cuisine and a glimpse of its culture to the guests.
Strengthening the relationship between Rainbow Nation’s indigenous businesses and Indian buyers, the roadshow hosted 42 prominent trade exhibitors from South Africa. The congregation allowed Indian trade partners to evaluate their inventory and identify potential future collaborations. It is worth noting, amongst the local businesses were 14 SMMEs who along with their counterparts presented a portfolio comprising of 40% new products showcasing diversified and affordable offerings. Such events present businesses from both the nations a platform to engage and establish mutually beneficial partnerships.
Commenting on the occasion Neliswa Nkani, Hub Head – Middle East, India and South East Asia, South African Tourism said “The 20th Annual India Roadshow marks more than two decades of South African Tourism’s commitment to the Indian market. 2023 emerged as another successful year for us and we witnessed 43% increase in travellers from India compared to its previous year. This achievement would not have been possible without relentless efforts from our Indian trade partners and the affection showered upon the Rainbow Nation by India travellers; we are truly grateful.”
She continues “Post resumption of travel activities we have seen India’s outbound tourism market bounce back much stronger compared to rest of the world. Given the immense potential that lies in the Indian market, it continues to remain amongst our top three focus market for 2024 and holds a position of strategic importance. We hope to keep this momentum going and welcome “more & more” Indian travellers to the Rainbow Nation.”
Known as the financial capital of India, Mumbai has consistently topped the charts and emerged the largest source city for South African Tourism in India. In line with its past trends, inbound tourism from Mumbai grew 37% year-on-year in 2023 and heftily contributed towards leisure and business travel momentum witnessed. Notably, 46% of arrivals from Mumbai gravitated towards exploring the natural attractions of the Rainbow Nation. Overall, South Africa welcomed 43% more travellers from India in the previous year. In its mission to propel the momentum further, the tourism board will continue with its efforts to improve accessibility and encourage dialogues aimed at establishing direct routes to boost tourism and trade between the two nations.
Also Read: The Ultimate South Africa Road Trip Itinerary
Promoting the destination through the eyes of Indian influencers and entice consumers to explore new provinces, South African Tourism is currently running its flagship “More & More” brand campaign across target cities. The tourism board is also set to host its renown Corporate Think Tank in the coming months to engage with Indian corporates and address their business and MICE travel needs. South African Tourism will be promoting the country through outdoor advertising, digital media, trade engagements, roadshows, corporate interactions, and various other channels.
At present, several stop-over flights fly from India to South Africa, including Emirates, Qatar Airways, Ethiopian Airlines, Kenya Airways and Air Seychelles.
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A New Yorker at heart, an unapologetic anglophile, national parks explorer and former head of National Geographic publishing in India, Ritika is the Global Editor for Travel and Food Network and leads all journalism across platforms, including news, digital, videos, and social media. She writes features focused on narrative storytelling, industry trends, destinations, culinary travel, and how-to advice and is an advocate for sustainable travel. You can follow her on Instagram @newyorkeratheart
