South African Tourism targets Nordic region with inaugural roadshow
Contributing over 60,000 arrivals to South Africa between January and July this year, the Nordic region - Sweden, Denmark, Finland and Norway - has grown in terms of the value and volume it presents.The potential of this region to yield tourism arrivals will contribute to South African Tourism reaching its five-in-five goal to attract five million tourists in and around South Africa in the next five years.
South African Tourism’s strategy for the Nordics is largely based on smart, results-driven partnerships both with South African trade as well as in the market while ensuring that the introduction of new consumer-relevant players is facilitated in the region. This goal is consistent throughout all activities planned for 2017 and 2018.
The first of these projects commence this week, as South African Tourism takes 20 South African suppliers to the Nordics for the inaugural roadshow. Starting in Copenhagen and covering the cities of Oslo, Stockholm and Helsinki, the roadshow will end on 26 October 2017.
Market investment and strategy
“Our organisation has spent a considerable amount of time over the past year reviewing our strategy, using research-driven analytics and insights to come up with a marketing investment framework. Following this, we took a strategic decision to allocate additional budget towards further trade driven solutions with consumer reach and impact, equipping members of the trade to adequately sell South Africa as a world-class tourism destination,” says Sthembiso Dlamini, chief operating officer, South African Tourism.
The roadshow coincides with the recent announcement that South Africa won its first award from the Nordics region – coming second in the vote for Best Travel Destination outside Europe at the Danish Travel Awards. The USA came first and Thailand third. “To be awarded this accolade and to be mentioned in the top three with two other markets who are dominant forces in their own right, is confirmation that South Africa definitely has the offerings that tourists want,” says Dlamini.
Following this roadshow will be a mega-familiarisation trip bringing a large number of Nordic agents to South Africa. In the true spirit of collaborations and partnerships, this fam trip will be a collaboration between South African Tourism, South African Airways and Destination Marketing Companies (DMCs) that have historically serviced and invested in the market. Additional details regarding this trip will be provided in greater detail in November, as plans are currently underway.