28 February 2013

Strong South African presence at ITB

Strong South African presence at ITB to cement partnerships and stimulate strong recent tourist growth

SA Tourism at ITB Theresa Bay-Müller, South African Tourism Country Manager: Germany South African Tourism Chief Executive Officer, Thulani Nzima and Minister of Tourism Marthinus van Schalkwyk with the ETEYA finalists

“South Africa is already well known for its spectacular scenic beauty and its unparalleled wildlife and safari experiences,” says South African Tourism Chief Executive Officer, Mr Thulani Nzima. “But we have, in recent years, also put the focus on our lifestyle and heritage experiences, which we will showcase at ITB. Our research shows that meeting the authentic people of South Africa and experiencing the country as its people experience it, as well as learning about the history of this great country, experiencing the local food and the culture has become very important for tourists travelling to our shores, with Germans being no exception,” Nzima adds.

Strong South African presence at ITB to cement partnerships and stimulate strong recent tourist growth

SOUTH AFRICA will have a strong presence at the ITB global travel trade show in Berlin this year, as the destination looks to capitalise on and consolidate phenomenal recent tourist arrivals growth from German tourists to South Africa of nearly 13 percent over the last three years.

The South African ITB delegation will be led by national Tourism Minister, Mr Marthinus van Schalkwyk, who will meet with the German travel trade and with the global media to reveal South Africa’s successes and marketing plans for Europe in general and Germany in particular.

Known the world over for its magnificent wildlife attractions and scenic beauty, South Africa has also forged a global reputation as a lifestyle mecca, a destination rich in culture and history experiences as well as a warm and welcoming destination where visitors feel completely at home and welcome the moment they arrive.

This is the South Africa that the South African trade will be selling to global travellers at ITB this year from 6-10 March in Berlin, Germany. ITB is the world’s biggest tourism trade show, attracting over 180 000 delegates from around the world, with 44 South African exhibitors from across the tourism product spectrum set to participate at ITB this year.

“South Africa is already well known for its spectacular scenic beauty and its unparalleled wildlife and safari experiences,” says South African Tourism Chief Executive Officer, Mr Thulani Nzima. “But we have, in recent years, also put the focus on our lifestyle and heritage experiences, which we will showcase at ITB. Our research shows that meeting the authentic people of South Africa and experiencing the country as its people experience it, as well as learning about the history of this great country, experiencing the local food and the culture has become very important for tourists travelling to our shores, with Germans being no exception,” Nzima adds.

Germans have long been aware of South Africa’s charms, being the only European core market that has shown consistently positive growth since 2009. Between January 2012 and October 2012, arrivals from Germany to South Africa grew by 12.9 percent.

“Germany is a very important market for us, and at ITB, we are looking to aggressively boost the momentum we currently have in this market as we gear up to make a stronger impact.” Nzima says.

South Africa has been highly visible over the past year in Germany, in the form of successful South African Tourism marketing campaigns like Packendes Sudafrika, which generated more than 280 000 web visits in the first phase of the campaign and featured on three popular German TV shows during prime time. As a component of this campaign, South African Tourism hosted more than 100 German journalists to personally experience the heartfelt connections that South Africa offers, and to communicate the charms of this unique and beautiful destination to the German public.

South Africa’s destination branded trains have been on the Deutsche Bahn tracks for 12 months, reaching about 20 million consumers with a strong and impactful message about a destination that’s warm, friendly, welcoming and incredibly beautiful and exciting. 

Six million German consumers also connected with South Africa during the eight months ‘Be WILD. Be MINI. In South Africa!’ campaign. This campaign ran on all the communication channels of MINI Germany and included 200 events with MINI retailers. South Africa has partnered with SportScheck, branding 17 SportScheck stores and reaching more than seven million consumers. In addition, a three month cinema campaign ran in 26 German cities, sweeping German audiences away for 60 seconds to a warm, far-away place, a break from the hectic city life in Germany.

“Our investment in Germany extends beyond building consumer awareness. The German travel trade is essentially strategic partners of South African Tourism, and Joint Marketing Agreements are in place with approximately 17 German tour operators who work with South African Tourism to sell the destination to a growing market. Trade workshops and familiarisation visits ensure that the partners in this market are able to sell South Africa as a tourism destination easily as they are kept fully informed on the immense variety of experiences and activities offered in South Africa. In the last year alone, 3 200 German travel agents have attended South African destination workshops or familiarisation visits.

“We are delighted that Germany remains a strong, vibrant and robust market for us,” Nzima says. “However, we are always able to do more, and to do better and to give more Germans the opportunity to visit South Africa. We work hard to defend our share of the market, and grow it. We will use this platform at ITB to boost the momentum we have in Germany to grow arrivals from this market, and this region. We will be meeting with key German trade partners to reaffirm our partnerships and plan for the future. It’s great to be here, and it’s great to bring South Africa to ITB again.

“We offer value for money and a real escape to a destination that is warm, friendly, diverse and spectacularly scenic. But above all, South Africa is a wonderfully authentic place, a place that will move you on a deep, human level, and leave you with lasting memories of a holiday that stood out for all the right reasons. And you will definitely want to return,” concludes Nzima.

ENDS.

For further information contact:

Sylvia Braun

South African Tourism

Friedensstr. 6-10

60311 Frankfurt, Germany

Telephone: (+49)-69-92-91-29-33

Fax: (+49)-69-28-0950

Email: silvia@southafrica.net

Visit us at www.southafrica.net