THINK PIECE


Street art and photgraphers, Maboneng


Johannesburg


REALITY CHECK


What’s the best way to challenge consumer perceptions — and misconceptions — about South Africa? We asked the experts. Words: Karl Cushing


What perceptions or misconceptions do you think people have regarding South Africa — and how does this differ from reality? Chris Mears, CEO, African Travel and Tourism Association (ATTA): I encounter three main points. One, that it’s not developed;


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two, the size; and three, crime. Once visitors arrive, they realise how developed South Africa is and what a wonderful service industry it has. It’s very easy to get around, with a good road network, and South Africans also drive on the left. However, this brings me onto


point two — size. At more than 470,000sq miles it’s five times


bigger than the UK, and the distance between Cape Town and Johannesburg is equivalent to that of London to Warsaw. Time is needed to get from A to B, but this is a relatively easy task since there’s a great and growing flight network. It also means the climatic zones in the country differ greatly, so whatever time of year it is,


# H O W T O S E L L SO U T H A F RI C A


there will be wonderful weather somewhere in the country, making South Africa a great year-round destination. Finally, crime. This is,


unfortunately, not an issue that can be ignored. However, crime exists all around the world. With sensible precautions — the kind that you’d take anywhere in the world as well as at


IMAGE: PETE GODING


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