NET DIVIDENDS South Africa
With a new UK country manager and a shift towards more favourable factors for selling it, South Africa expects a net gain this year, says Steve Hartridge
for an upswing in their South Africa business this year. If South Africa didn’t exactly fall off
‘C
the long-haul radar in 2011 – it is far too established a destination and its ‘preternatural roots’ with the UK run too deep for that – it’s fair to say that the hoped-for post-World Cup surge in visitors did not materialise. In fact, the latest figures from South African Tourism show that UK visitor numbers were down by around nine per cent in the first nine months of last year, compared to 2010. However many of the factors that conspired to produce flat sales last year have weakened, which is helping the Rainbow Nation regain its appeal and reputation as a value-for-money destination where quality and excellence won’t break the bank. The rand has softened to around 12
to the pound, making that carefully- planned holiday budget stretch further than it did this time last year. According to the The Post Office Travel Money’s 2011 Long Haul Holiday Report, which considers the cost of a ‘basket’ of
Top: Twinkling lights at Kichaka Private Game Lodge, a fi ve-star luxury lodge in the malaria- free Eastern Cape
32 February 2012 •
www.sellinglonghaul.com
autious optimism’ is the approach being adopted by many tour operators hoping
everyday items such as a cup of coffee, bottle of beer or three-course meal, the cost of such goods in South Africa had tumbled by 27% in 2011. Moreover, hotel rates, which have been on an upward curve and were inflated further for the World Cup have been held. There’s also a glut of special offers, deals and promotions in the market designed to tempt the stayaway traveller back. A perhaps less measurable factor at
play is that South Africa is again becoming ‘flavour of the month’.
tempts. Its psychical attributes are well-
known enough already:
gloriously contrasting scenery around every bend in the road, mountain vistas and tumbling escarpment, designated reserves stocked with a host of big game and other animals, sweeping stretches of deserted postcard beaches, dramatic landscapes, acres of vines laden with grapes, and striking cultural contrasts. Then there is the ‘reinvention’ in
"Hotel rates have held, the rand is slightly weaker and there are some good airfares out there at the moment"
Certainly that’s the feeling of Kuoni
which lists the country as “One to watch for in 2012” in its 2012 Travel Trends Report, released last month. Other operators agree. Africa Collection director James Westrip says South Africa is definitely "doing better." "Rates have held, the currency is
slightly weaker and there are some good airfares out there at the moment, so all in all South Africa is better value and more appealing than it was a year ago.” South Africa certainly has plenty that
recent times of Johannesburg and Durban, and the enduring appeal of Cape Town. All three are vibrant cities with great restaurants, bars and nightlife. South African Tourism’s new UK manager, Lungi Morrison says SAT is committed to teaching the trade “to go beneath the surface of what is familiar”. “It’s time to unearth the incredible
and extraordinary nuances that are found in regions like the Eastern Cape, with its Frontier Wars, and the Northern Cape, with its pristine
landscape and flora and fauna. I am excited about engaging more closely and
directly with the trade to support them in enhancing and connecting UK travellers with the ‘heart and soul’ of our unique country,” she said.
What’s New The Blue Train has two last-minute offers and has launched a £25 booking incentive for agents. A half-price berth is available for guests booking a deluxe suite (must book and travel by March 31 2012). Also, guests travelling on The Blue Train qualify for two free nights in partner hotels either side of their overnight train journey, in Pretoria or Cape Town, or can choose to spend both nights in Cape Town. The free hotel nights include breakfast as well as a station transfer. Accommodation in Pretoria is at either the Sheraton Pretoria Hotel on 131 on Herbert Baker, while in Cape Town it is at The Westin (available throughout 2012 but bookings and payments must be made by March 31). Agents can claim a £25 gift voucher for
every new booking made on Blue Train departures before March 31 2012. Details of the booking (name, date of travel and operator booked with) should be sent to
info@ethosmarketing.co.uk. Attraction World has added a new
Selling Tip
Suggest Fish on the Rocks’ in Hout Bay for hake and chips for a fiver and
views of seals in Hout Bay, Cape Town
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