As South Africa looks to increase its international tourism arrival numbers, South African Tourism along with the Tourism Business Council of South Africa (TBCSA) will embark on a global roadshow to engage with key travel and trade stakeholders.

Recently, President Cyril Ramaphosa challenged the South African tourism industry to grow its numbers to 21 million international visitors by 2030.

This is in addition to the 5-in-5 strategic goal that sets the target of an additional four million international visitors and one million domestic holiday trips by 2021.

In order to achieve these goals, the following key markets have been identified for the roadshows:

  • Central Europe (Austria, Switzerland and Germany)
  • United Kingdom
  • USA
  • China
  • India
  • Australia
  • Nigeria

The Central Europe and United Kingdom roadshow commences in Zurich this week with the delegation continuing to Vienna, Frankfurt and London over the next 10 days.

“Our key partners and stakeholders have raised concern with some barriers associated with travelling to South Africa,” commented SA Tourism acting CEO, Sthembiso Dlamini.

“Europe had exceptional growth over the three-year period between 2016 until the start of the water crisis in Cape Town and while we have not seen the growth we would’ve loved from this market since then, we need to understand what other reasons are there for this so we can work closely with our partners in Europe to ensure growth from this market,” added Dlamini.

“From a TBCSA perspective it is important that we defend and grow this important market as well as other identified markets,” said TBCSA CEO, Tshifhiwa Tshivhengwa.

“In order to achieve the 21 million international arrivals by 2030, we are working together with SA Tourism in identifying challenges and opportunities for growth across all identified markets.”

With at least 17 airlines connecting directly from Europe to South Africa, the region has potential, and possesses the biggest source markets for international visitors to South Africa.

Over the next 10 days, the South African delegation will engage with over 100 key decision makers of the travel trade industry responsible for promoting South Africa as tourist destination.