South African Tourism is collaborating with iconic German car manufacturer, BMW, for exposure to key audiences at the BMW International Open taking place in June in Munich, Germany.

Furthermore, the collaboration extends to the BMW Golf Cup World Finals in March next year, to be hosted at one of South Africa’s most prestigious golfing destinations, Fancourt.

“The aim of the collaboration with BMW is to gain access to this premium, influential set of golfing fans. This will give SA Tourism access to a global audience but also stimulate domestic golf tourism,” said Sindile Xulu, Acting Regional General Manager South Africa/Head of Strategic Projects at SA Tourism.

She highlighted that SA Tourism was now aggressively driving the implementation of the Tourism Sector Recovery Plan (TSRP) to ensure post-COVID recovery.

“As the country continues with its mandate to grow tourist arrival numbers and contribute to inclusive economic growth, driving international marketing initiatives, while focusing on the domestic market, in order to fast-track the recovery plan remains crucial,” she said.

‘Importance’ of strategic partnerships

Xulu explained that TSRP outlines the importance of forming targeted and strategic partnerships between the government and the private sector as a tool for the effective implementation of recovery initiatives.

“As such, a dynamic collaboration between SA Tourism and the iconic car manufacturer, BMW, is set to supercharge the country’s efforts towards the implementation of the TSRP, while gaining access to aggregated audiences through sport and golf in particular,” she said.

According to Xulu, these two upcoming events will have a broadcast reach that spans 162 countries, encompassing a total of 2 040 hours of broadcasting time and boasting a potential household reach of 683.6 million viewers.(Source: BMW Golf Sports).

“Sport serves as a magnificent showcase for South Africa's unique offerings. Hosting the BMW Golf World Cup is a ‘not to be missed’ opportunity for a country that is home to some of the world's most exceptional golfing experiences and impeccably maintained courses.”

Step change strategies

“At South African Tourism, our bid to ensure a full tourism recovery has necessitated that we apply step change strategies in an effort to showcase South Africa as a safe, capable and premier destination for business and leisure travellers,” highlighted Xulu.

She said SA Tourism was therefore capitalising on strategies that give access to aggregated audiences where it can showcase SA’s “exceptional” golf offerings.

“Our goal is to entice and welcome golf enthusiasts from around the globe to discover and immerse themselves in South Africa’s exceptional golf landscape,” said Xulu, pointing out that South Africa and BMW have a long-standing history since BMW South Africa was founded in 1973.

“The BMW Group Rosslyn Plant was the first production facility outside Germany, and we are very glad to strengthen this bond with the partnership between South African Tourism and BMW in the area of golf,” said Alexander Kotouc, Head of Experiental Marketing BMW Group.

“The BMW Golf Cup World Final at Fancourt in George next year will once again present a once in a lifetime experience to all participants from all over the world,” said Kotouc.

Xulu concluded that these events would further propel South Africa’s status as a top-tier sporting events destination.