SA Tourism invites Northern European travellers to ‘Live South Africa’

28 Nov 2024

The colourful Bo-Kaap area of Cape Town.

For the third year, South African Tourism (SAT) is captivating travellers from the Netherlands, Belgium and Sweden with its “Live South Africa” campaign.

This year’s innovative edition, South AfriCam, uses the power of storytelling by local tourism entrepreneurs – including small, medium and micro enterprises (SMMEs) – to invite Northern European audiences to South Africa.

Building on the success of previous Live South Africa campaign editions (Responsible Tourism in 2022 and Lekker Local Tips in 2021), South AfriCam showcases local tourism businesses who tell their unique stories and reflect on the destination through their own lenses.

At the heart of the campaign is a custom-built pinhole camera crafted from sustainable South African materials and painted by South African artist Samurai Farai.

It was built to capture South Africa through the eyes of those who sell the destination. A portrait series was then created by three South African photographers reflecting diverse experiences including the culinary community of Bo-Kaap, the wilderness of Madikwe, coastal hiking on the Chokka Trail, the scenic beauty and majestic sights of the Panorama Route and the vibrant culture of Soweto.

Interviews with tourism business owners and video narratives accompany the five portraits.

The campaign artwork came to life during an immersive South Africa photo exhibition and activation at Restaurant Braai in Amsterdam from November 20-22 this year. Each portrait had a QR code connecting visitors to SAT’s website.

Abby Jacobs, SAT’s Marketing and Promotions Manager for North Europe, says the campaign aims to break down barriers of unfamiliarity by telling South African stories through the eyes of its people. “South AfriCam creates a heartfelt and compelling invitation for travellers to experience our country as insiders.”

Meeting Northern European traveller aspirations

The Live South Africa campaign is strategically designed to appeal to the preferences of Northern European travellers. “Safari, adventure and natural beauty remain at the forefront with active pursuits such as hiking, biking and water-based experiences holding strong appeal. Travellers are equally drawn to South Africa’s local culture with food and wine a major drawcard,” says Jacobs.

The target audiences include millennials and Gen Z travellers who prioritise independent travel and off-the-beaten-path destinations like South Africa, she points out. “Post-COVID, inter-generational travel is also on the rise as young couples are travelling with their children and parents.”

Partnerships and market insights

SAT is finalising collaborations with 12 travel operators and agents in the North Europe hub. “These collaborations will amplify South Africa’s appeal to first-time and repeat visitors through tailored campaigns designed to highlight value for money – a critical consideration amid rising airfare costs and challenging European economic conditions,” adds Jacobs.

SAT’s campaigns align with Northern Europe’s key booking windows, she explains. “For the Netherlands, January to May is critical as tax rebates fuel holiday planning while July – one of the busiest travel months – sees a surge in arrivals from this market. Dutch travellers tend to book within three months of travel due to their familiarity with South Africa.”

October through February are also popular months for Dutch travellers visiting South Africa.

Across the region, SAT is active year-round, Jacobs says. “Our year-round campaigns ensure we’re present when travellers make decisions, offering inspiration and value when it matters most.”

SAT is set to showcase South Africa at the Vankantiebeurs consumer travel show in Utrecht from January 9-12 next year, taking 22 trade partners including 10 SMMEs from the Department of Tourism’s Tourism Incentive Programme.

Performance and recovery

From January to September 2024, arrivals from the Netherlands, Belgium and Sweden collectively accounted for 138 317 visitors to South Africa. The Netherlands remains the cornerstone of the Northern European market, accounting for 70% of arrivals, followed by Belgium (20%) and Sweden (10%).

Of these visitors during January to September 2024, 91 756 were from the Netherlands (up by 1.2% from 90 639 visitors during January to September 2023). Over the same period, the number of visitors from Belgium declined slightly by 3.5% to 31 226 arrivals compared with 32 361 in 2023. Visitors from Sweden increased marginally by 0.5% to 15 335 arrivals (up from 15 259) during the same period.

While these numbers remain below pre-COVID levels, the Netherlands market has achieved a 90% recovery rate compared to the pre-pandemic period. Jacobs is optimistic that arrivals from the Netherlands could reach pre-COVID levels by year-end.

Click on the links below to see the Live South Africa campaign in action: