South Africa stands out as a premier destination for travelers from across the continent, offering a compelling blend of affordable luxury, rich indigenous cultures, fascinating history, and stunning natural scenery.
Recent statistics indicate a rising trend among African tourists who are increasingly interested in immersive cultural experiences that go beyond conventional tourist attractions. “They are keen to connect with South Africa’s varied cultural heritage and historical stories,” states Evelyn Mahlaba, Regional General Manager: Africa for South African Tourism.
The country’s diverse culinary landscape is deeply intertwined with its history and traditions, with each dish reflecting its vibrant heritage. As gastronomy tourism emerges as a significant factor in global travel, South African Tourism (SAT) is capitalizing on this trend by promoting the nation’s indigenous food culture.
“Many travelers are looking for destinations that offer unique and authentic culinary experiences. By collaborating with culinary influencers and content creators from Africa, SAT highlights South Africa’s vibrant food scene. We encourage food enthusiasts to delve into our bold flavors, celebrate our diversity, and experience the warmth, stories, and culture that accompany every meal,” Mahlaba adds.
Uncovering South Africa’s hidden treasures
While major cities and well-known tourist attractions continue to be central to South Africa’s tourism appeal, SAT has shifted its focus over the past three years to promote lesser-known gems in under-visited provinces, thereby encouraging a more balanced distribution of tourism across the country.
“This strategy keeps South Africa engaging and appealing for returning visitors who are eager to discover new, off-the-beaten-path locations. It also supports local economies in regions that have historically seen less benefit from tourism,” Mahlaba explains.
Uncovering South Africa's Hidden Treasures
While major cities and well-known tourist attractions continue to be the focal points of South Africa's tourism, the South African Tourism (SAT) campaigns have shifted their attention over the last three years to highlight lesser-known treasures in less-visited provinces, promoting a more balanced distribution of tourism throughout the nation.
“This strategy keeps South Africa vibrant and appealing for returning visitors who are eager to explore new, unconventional destinations. It also stimulates local economies in regions that have historically seen less tourism benefit,” states Mahlaba.
Collaborations with Cultural Influencers
Collaborations with both local and international cultural figures, including South African artist Sho Madjozi, have effectively showcased South African culture across the African continent.
In 2022, SAT partnered with Madjozi to highlight the Xitsonga tradition and promote Limpopo through the Xibelani dance challenge on TikTok, inspired by the Xibenani, a component of the Xitsonga cultural attire.
“By leveraging innovative social media strategies and working with young trendsetters, SAT is able to promote South African culture and music while engaging younger African audiences, establishing South Africa as a culturally rich and modern destination,” remarks Mahlaba.
Attracting Middle and High-Income African Travelers
An increasing number of middle-class and affluent travelers from African nations, including Nigeria, Angola, and the Democratic Republic of Congo, are in search of highly personalized, luxurious experiences in South Africa.
In response, SAT has been promoting the concept of “affordable luxury,” offering high-quality experiences at competitive rates. “The essence of affordable luxury lies in staying at one of South Africa’s many well-rated three-star hotels while indulging in five-star experiences. The diverse range of offerings at various price levels makes South Africa an appealing destination,” Mahlaba explains.
Adventure and lifestyle tourism
In addition to luxury experiences, African travelers are increasingly interested in soft adventure pursuits, such as hiking in the Drakensberg mountains and discovering picturesque routes.
Lifestyle events, including jazz festivals and amapiano afrobeat concerts, continue to be significant motivators for travel. The South African Tourism (SAT) organization is capitalizing on these leisure and business events to draw tourists from across the continent.
Promotion through regional collaboration
SAT has established partnerships with South African Airways, Airlink, and Kenya Airways to develop appealing travel packages and provide group travel discounts, enhancing accessibility for African travelers to South Africa. The introduction of long-distance bus services has also created new opportunities for promoting land-based tourism.
In Ethiopia, SAT has launched impactful marketing campaigns at Bole International Airport, a key hub for regional travel. These initiatives are designed to attract African tourists and position South Africa as a gateway for international visitors to the continent.
The role of local tour operators
The effectiveness of these campaigns relies on robust collaboration with local tour operators and tourism businesses. SAT is urging South African tour operators, hotels, and other industry stakeholders to create attractive travel packages that can be marketed throughout the continent. This approach will help ensure that South Africa’s tourism offerings remain accessible, diverse, and appealing to African travelers.