Since the start of 2024, South African Tourism – accompanied by tourism suppliers – has made headway with highlighting the country to source markets in India.
The 20th annual South Africa roadshow in India kicked off in the historic city of Jaipur on February 12, followed by Delhi, Ahmedabad, Bengaluru, and Mumbai. The roadshow concludes on Friday, February 16.
Neliswa Nkani, Hub Head: Middle East, India and Southeast Asia for South African Tourism, points out that this annual roadshow schedule marks a vital milestone in South African Tourism’s efforts in the Indian market.
“During this roadshow South African Tourism will also unveil its year-long plan to engage with Indian consumers. The insights leading to a redefined approach will enable the trade partners to tap into India’s growing outbound travel market,” she said.
This was the first time the roadshow was held in Jaipur. The inaugural roadshow was complemented by a panel discussion on February 11 along with a gala event for more than 150 key delegates and trade partners who were introduced to the sights, sounds, culture, and cuisine of South Africa.
India is the sixth-largest source market in terms of international arrivals to South Africa and, according to Nkani, the roadshow remains an integral tool in attracting increased visitor numbers to the ‘Rainbow Nation’.
“For years, India has been one of the largest source markets to many destinations across the globe. Owing to the recent uptick in its appetite for outbound tourism, the country is impossible to overlook for any tourism board,” she said.
Nkani highlighted that South Africa welcomed 79 774 tourists from India between January and December 2023, marking a 43.7% increase when compared with 2022 data.
“The increase in the numbers of Indian visitors to South Africa is a testament to our marketing efforts as well as our continued partnership with various members of the trade both in South Africa and in-market.
“Eager to continue building on the robust momentum witnessed so far, our 2024 roadshow promises to provide trade partners with novel and valuable insights. We are confident that our efforts will assist our Indian counterparts in redefining their approach and equip themselves with all necessary tools.”
Over 40 exhibitors
Over than 40 prominent exhibitors from South Africa, including 14 SMMEs, exhibited at the roadshow. Over 40% of these exhibitors offered new products.
“Each year, Indian and South African trade partners come together to chart the way forward for next phase of growth,” said Nkani.
Established partners such as Ethiopian Airlines, Cape Town’s The Westin Hotels –, SA Forest Adventures, and government authorities such as The Johannesburg Tourism Company and Wesgro are showcasing their latest offerings.
“It's noteworthy that Indian tourists constitute one of the primary enthusiasts for adventure tourism in South Africa. Additionally, our nation hosts the largest population of the Indian diaspora outside India.
“With ongoing discussions aiming to enhance accessibility through the e-visa pilot programme and the development of direct air connectivity, the connection between the two countries is poised to strengthen even more,” related Nkani.
According to her, various layover flights connect India to South Africa, such as those operated by Emirates, Qatar Airways, Ethiopian Airlines, Kenya Airways, and Air Seychelles.
