A year of highs and lows for the tourism industry
11. Dec, 2008
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Sandton – The turmoil that hit financial markets in the third quarter of the year has taken its toll on both the global and South African travel industries, has seen growth in foreign arrivals to South African slow markedly and remains the biggest news story for the industry this year.
So says Moeketsi Mosola, CEO of South African Tourism in his summation of the tourism business year.
International arrivals to South Africa continue to grow, although growth rates were down from around 12 percent at the beginning of the year to around six percent right now.
Mosola says South African Tourism remains optimistic about the medium- to long-term growth prospects of the industry and continues to invest significantly in global and regional destination marketing efforts.
“We expect to continue to see subdued international arrivals growth through 2009 and an increase in domestic marketing efforts from the South African travel and tourism industry. However, growth should begin escalating again in the immediate run-up to the 2010 World Cup and beyond as the international markets find an even keel again.”
enviable affordability reputation
South Africa enjoys the benefit of excellent foreign exchange rates for tourists. This gives the destination an enviable affordability reputation and makes it an extremely attractive option for those who still want to travel during difficult times, but who insist on excellent value for money. The New York Times last month named South Africa the second most US$ friendly destination on earth. Iceland scored first place.
South Africa also enjoys the benefit of being host to the FIFA 2010 World CupTM, an event that traditionally attracts hundreds of thousands of visitors and that is set to bring unprecedented positive publicity to South Africa over the next 18 to 24 months.
Mosola: “Although the financial crisis and declining growth are the story for this sector this year, the markets will recover. And when they do, we will be ready to welcome strong tourist growth again.”
South African continued to become more accessible to global travelers this year with numerous global carriers increasing their flights into the country.
The United Arab Emirates and the National Department of Transport signed a memorandum of understanding that grants 38 additional weekly flights into South Africa. The Dubai-based Emirates Airlines added four new flights to its existing schedule this year. Air France launched two additional flights between Johannesburg and Paris in June, bringing the total number of weekly flights to 14. The Global Star Alliance (of which SAA is a member) unveiled a “Visit South Africa” campaign this year to promote the region to US and Canadian travelers, and in July SAA introduced a service between Johannesburg and Munich.
South African Tourism launched its global marketing campaign on BBC World, CNN, Sky and Eurosport this year. It also took the destination commercials into movie cinemas all over the world.
passion, friendship, fine service
“This has been an important milestone for South Africa, both in terms of marketing our destination and in terms of forging constructive relationships with the global media giants,” says Mosola of the global marketing campaign.
The organisation reviewed its online marketing tools and interrogated the way that technology is used for marketing. This digital review gave rise to an e-marketing strategy that includes the social media (YouTube, Facebook and the blogging phenomenon) and mechanisms to make the user experience more engaging. The South African Tourism landing page has undergone a number of exciting changes to make it richer and give web surfers relevant and useable destination information.
South African Tourism was in full force in Vienna this year at Euro 2008. “There was,” says Mosola, “much interest in South Africa as 2010 host nation, and the world is excited. People are looking forward to coming here. It’s up to us to make sure we meet them with passion, with friendship, with fine service and that we give them a truly wonderful experience during the championship because 2010 gives us a never to be repeated opportunity for this industry to establish itself and grow.”
South African Tourism enjoyed record breaking attendance at both Indaba and Meetings Africa this year, and celebrated its first year as owner and host of the annual Meetings Africa Business Tourism travel trade show. Last month South African Tourism concluded bid party agreements with the Gauteng Tourism Authority, the Johannesburg Tourism Company and the Sandton Convention Centre that have come on board collectively with R64 million for Meetings Africa for the next five years.
ETEYA, the South African Tourism project to empower emerging tourism entrepreneurs is now in its eight year and recorded a 300 percent increase in entries for the 2009 awards. This, Mosola says, is welcome evidence that the sector is transforming and that more historically marginalised people are entering the industry and making a living out of tourism.
South African garnered numerous destination accolades and awards during 2008. Among them were an e-Consultancy Innovation Award for the Google Earth Layer; the Best Destination Marketing Organisation Award (from European CEO Magazine); a World Best City Award (for Cape Town from The Telegraph, UK ); a Sustainability Centre for the Future Award (from the New York Ethisphere Institute); a World’s Leading Safari and Game Reserve Award (for Shamwari from the World Travel Awards); a 2008 Golf Resort of the Year (from the International Association of Golf Tour Operators for Arabella Western Cape Hotel & Spa); and the 2008 Best of Wine Tourism Award (for Vergelegen from the Great Wine Capitals Global Network).
As welcome as international accolades and awards are, however, arrivals growth and support for the destination’s offerings remain the ultimate reward, says Mosola. And South Africa continued to impress this year here, too.
a test of resolve, creativity and determination to succeed
The American Society of Travel Agents (the world’s largest association of travel professionals), for example, has elected to hold its 2009 conference in South Africa and the IAS Conference of HIV Pathogenesis Treatment and Prevention, with around 10 000 delegates, comes to South Africa next year. In 2010 South Africa hosts the World Critical Care Conference (with about 8 000 delegates) and the prestigious Society of Incentive Travel Executives (SITE) international conference from 4 – 7 December.
South African Tourism, Mosola says, takes great pride in its achievements and celebrates industry success with all its partners, stakeholders and the South African industry.
“Next year is going to test the industry’s creativity, resolve and determination to succeed. But I have every confidence in our destination and in the people who provide the products, services and experiences for the millions of foreign visitors we welcome to South Africa each year. We look forward, with the entire industry, to 2009.”
My name is Muzi Mohale a full-time travel blogger, your host at Travelwires.com responsible for all editorial on this blog. I blog about the travel and tourism industry in Africa. Apart from blogging about tourism, I also run 
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