10 May 2013

SA Tourism North America hosts milestone Mega-Fam at INDABA 2013

One Hundred Travel Trade & Media Professionals to Experience the Rich & Vibrant Travel Offerings of South Africa

The US Mega-Fam trip visiting INDABA 2013

South Africa attracted nearly 400 000 tourists from North America in 2012, closing at a record-breaking year-on-year increase of 13.6% for the US and 15.6% for Canada.  We attribute these numbers to strategic trade and consumer marketing, of which FAM trips are a critical component. Sthu Zungu, South African Tourism North America Country Manager.

May 10, 2013, New York, NY— South African Tourism North America is hosting its first-ever “Mega-FAM” at INDABA to immerse 100 travel trade professionals, including travel agents, tour operators and media, in South Africa’s diverse and unique spectrum of travel experiences.  
South African Tourism North America has brought this considerable delegation on this Mega Familiarisation (Mega-FAM) trip to South Africa, to educate and empower them to better sell the destination.  
Participants were invited to come “find their BIG 5” travel experiences in South Africa and an astounding 100 travel and media professionals from across the US and Canada answered the call and will begin their journey in Durban at Africa’s top travel show, INDABA.  
Following the show, they will venture beyond the conference to engage with South Africa’s culture, history, wildlife and people.  
“South Africa attracted nearly 400 000 tourists from North America in 2012, closing at a record-breaking year-on-year increase of 13.6% for the US and 15.6% for Canada.  We attribute these numbers to strategic trade and consumer marketing, of which FAM trips are a critical component,” said Sthu Zungu, South African Tourism North America Country Manager.  
“Our market invests heavily in building key relationships with our stakeholders—we view this mega-FAM as a game-changing initiative to fuel double digit growth to our destination.  The most effective way of educating the trade on our destination, is to give them first-hand experience.” said Zungu.  
The 2013 mega-FAM will feature a robust itinerary including ‘meet & greets’ with leading suppliers as well as small, medium and micro-sized enterprises (SMMEs) spanning Johannesburg, Cape Town, Durban, and Mpumalanga.  Both trade and media will dive into South Africa’s vibrant cultural pillars on exclusive itineraries that include highlights such as an afternoon to Durban’s Victoria Street Market to taste the flavors of South Africa; fine wine tasting tours in the Cape Winelands; exploring Johannesburg’s townships and a visit to South Africa’s iconic Kruger National Park for prized safari experiences and much more.
Last month, South African Tourism North America officially unveiled the landmark, “What’s Your BIG 5?” campaign of which the mega-FAM is a key component.  The campaign was first launched to American audiences on television’s prime time hit “All-Star Celebrity Apprentice” to an audience of over 4.9 million viewers.  The campaign will continue to help raise awareness of South Africa’s diverse travel offerings, whilst also serving as a powerful marketing tool for trade professionals to package South Africa cohesively.  
With the “What’s Your BIG 5?” campaign, South African Tourism North America is re-defining “BIG 5” to underscore the broad range of authentic and distinct experiences South Africa has to offer for travelers of all ages, beyond our iconic safari.  The campaign officially launched last month with a 360-degree platform including advertising, year-round public relations, trade marketing, and consumer-driven events throughout the year.

For more information on South Africa’s rich and diverse travel experiences visit www.southafrica.net, follow @SouthAfrica on Twitter and Visit South Africa on Facebook.

Issued by Coyne PR on behalf of South African Tourism
For further information contact:

David DiGregorio at SA Tourism                                   Min Tak
Tel: +1 212 471 6255                                                     Tel: +1 973-588-2000
Email: david@us.southafrica.net                                   Email: mtak@coynepr.com / emapa@coynepr.com

Website www.southafrica.net   

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed by Chief Executive Officer Thulani Nzima and Chief Operating Officer Timothy Scholtz.