The South African tourism department is expecting tourist arrivals from India to double to 100,000 by 2012. According to representatives from the department, smaller towns and event-based tourism will be the focus areas to attract more tourists from India.
“Unlike other countries, South Africa is relatively new to the tourism sector. We have entered the market five years ago,” Medha Sampat, country manager, South Africa Tourism, told Business Standard.
South Africa witnessed tourist arrivals of 52,637 till October 2009, as compared with 44,578 in October 2008, an increase of 18 per cent. Tourists from India, on an average, spend around Rs 80,000 (excluding air fares) each on a 10-day stay in South Africa.
As part of its promotional activities, the department is planning to intensify its marketing spend in India. While refusing to comment on the investments to be made in India, Sampat said they will focus on bill boards, cinema and television promotions. “Our target will be small cities, Tier-II towns and event-based tourism,” she said.
Currently, South Africa is promoting the Fifa World Cup 2010. “We had successfully hosted events like the Indian Premier League (IPL) in the past. We are confident that the Fifa Cup will augment the tourist arrival figures,” she said.
According to Sampat, India which stood 13th on the list of countries in terms of the number of foreign tourist arrivals to South Africa three years ago, has now moved to the seventh position, surpassing countries including China and Italy. “While tourists from China to South Africa declined, India reported a 18 per cent growth,” she said.
The number of companies taking up incentive tourism also grew. This segment rose by 50 per cent year-on-year. More corporate companies are now looking at South Africa for incentive packages for their performers including employees and dealers. Apart from this, South Africa is attracting corporate houses for business conclaves along with adventure tourism, she added.
