South African Tourism is intensifying its efforts to grow arrivals from the Nordic region and is inviting South African tourism business owners to partner with it. 

Applications for SA Tourism’s third annual roadshow to the Nordic region in October are now open for product owners who meet the minimum requirements.

Following the completion of a consumer research study conducted from June to December 2018, SA Tourism will now prioritise in-market work focused on consumer insights, while continuing to facilitate business networking with South African product owners (trade).

This approach will ensure that trade from the Nordic region are educated on both new and existing South African products and experiences.

SA Tourism will continue with the ‘networks’ model of applications for this year, except for Destination Marketing Companies (DMCs), which will follow a different application process.

The key objective of the roadshow is to grow arrivals to South Africa from the Nordic region. This will be done by highlighting South Africa’s variety of tourism products and experiences, thereby convincing the Nordic travel trade that currently sell South Africa that there is still ample opportunity beyond the high-price and value packages that have been sold historically. This will be done in partnership with the South African trade and suppliers participating in the roadshow.

As part of the application process, the South African travel trade will need to develop new itineraries that showcase South Africa for both first-time and repeat visitors. The ‘networks’ should comprise product from across South Africa and, as part of their application, they must showcase itineraries in accordance with key experience pillars that SA Tourism markets globally. Namely: Active Adventure, City Lifestyle, Coastal Beach, Cultural Roots, Scenic Outdoors and Wildlife Safari.

The roadshow will take place from October 13-25, and will cover seven cities – Stockholm, Gothenburg, Trondheim, Oslo, Helsinki, Aarhus and Copenhagen.

The full programme, costs and process for application, scoring criteria and application forms are available here. 

All applications must be received no later than Monday, July 29, and queries can be emailed to Abby Swartz, Marketing and Promotions Manager: Nordic Region on abby@southafrica.net.