The South African contingent at WTM London 2023 – including 27 exhibitors led by the Minister of Tourism, Patricia De Lille – concluded the three-day event on a high note today (Wednesday, November 8), confident that the objective of entrenching relationships and growing tourism to the country has been achieved.

“We are serious about growing arrivals to our country for our sector to have a positive impact on the South African economy and we are unambiguous in the stance that achieving this will take partnerships between the public and private sector,” said De Lille.

She added that WTM was pivotal for re-establishing connections, gleaning valuable market insights, and promoting our remarkable destination. “As a highly competitive destination, we as South Africa, showed our partners that we know that travellers’ needs have evolved and that in fact we do have what they are looking for.”

The Minister pointed out that South Africa, as a greater tourism industry, had approached WTM with a singular goal: to connect with the country’s various partners who are key in helping the industry achieve its goal of growing arrivals to the country. 

“Our trade partners are key in putting together packages that attract visitors to our country while policymakers also play an important role in how travellers perceive South Africa,” highlighted De Lille.

At the South African tourism stand, hidden gems and little towns and ‘dorpies’ (villages) and the work that the South African Township and Village Tourism Association is doing in South Africa, was also on display.  

Representatives from the Mier and Khomani San villages in the Northern Cape also participated in a panel discussion on the WTM London stage.

Team SA buoyed by growth in arrivals

Team South Africa attended WTM buoyed by the remarkable tourism arrivals statistics of recent months. Between January and September this year, South Africa saw a significant influx of tourists, with over 6.1 million visitors arriving in the country, more than a 58% increase when compared with the 3.8 million arrivals during the same period in 2022.

During this period, visitors from Africa represented 4.6 million of the total arrivals to South Africa, a 60% increase in Africa land arrivals and a 35% increase in Africa air arrivals.

South Africa welcomed more than 862 000 arrivals from Europe between January and September this year, a 50.9% increase on the more than 571 000 arrivals in 2022.

From Asia, SA welcomed more than 148 000 visitors in the first nine months of 2023, an increase of 82.6% from the 81 000 arrivals in the same period in 2022.

Notably, China’s arrivals to South Africa increased by 247% in 2023 when compared with 2022.

India arrivals increased by 57% in 2023, when compared with 2022.

All markets saw an increase in arrivals to South Africa of between 48% and 99%.

During the first two quarters of 2023, total tourist foreign direct spend amounted to R48 billion (€2.4bn).

SA’s appeal ‘undeniable’

South Africa's appeal to travellers from around the world was undeniable, highlighted De Lille. The South African Tourism UK and Ireland Hub was recently honoured as the 'Luxury Tourist Board of the Year' at the Aspire Awards 2023, held in Manchester on October 18. Aspire, a premier luxury trade magazine, presented this award.

Furthermore, in July, South Africa received recognition as the ‘Best Country in the World’, while Cape Town was awarded the title of the ‘Best City’ at the Telegraph Travel Awards as voted by The Telegraph readers.

De Lille engaged the Telegraph Travel Editor, Ben Ross and received the awards at the South Africa exhibition stand at WTM in London on Monday (November 6). The Minister also engaged various trade partners and high-profile media representatives, including CNN, Wanderlust magazine and LonelyPlanet.

The LonelyPlanet team also handed over an award to Minister de Lille citing South Africa as a ‘Top Sustainable Destination’ in the Best in Travel 2024 awards.

"Despite these wonderful recognitions and accolades in a highly competitive global tourism landscape, we must continue to escalate our efforts to reassure travellers from all over the world that South Africa is the destination they must visit and explore.

“As the summer season has begun in South Africa, we are also going to use that opportunity to invite the world to come to South Africa for summer," De Lille concluded.