Proving all lekker things come in threes, South African Tourism delivers its third 'Mega Lekker Escape'

SSouth African Tourism has delivered its third and most mega ‘Mega Lekker Escape’ - Lekker meaning good, nice or enjoyable - sending 110 Australian and New Zealand travel agents and media on eleven simultaneous famils across South Africa, each led by an Australian or New Zealand wholesaler, before culminating in a two-day training event at the Sun City resort in the Pilanesberg game reserve.Spanning eight provinces, the famils travelled across the country to discover spectacular scenery, vibrant cities, awe-inspiring wildlife, captivating culture and the unparalleled hospitality of South Africa.

More than just a familiarisation trip however, the 'Mega Lekker Escape' was designed to showcase South Africa's commitment to sustainability and conservation, community engagement, and cultural diversity; to promote geographic spread; and support inclusive economic participation of SMMEs - small, medium, and micro enterprises (SMMEs) - as the groups explored beyond the main tourism attractions to discover hidden gems, delivering market access to a total of 60 SMMEs.

Each group had the opportunity to get involved in community and conservation-based initiatives such as visiting Shamwari’s Wildlife Rehabilitation Centre which helps to care for sick, injured, abandoned or orphaned animals; Pack for a Purpose to provide school supplies for underprivileged students; visiting !Khwa ttu San Heritage Centre, dedicated to preserving and sharing the living culture of the indigenous San people; camping in the spectacular Cape Vidal after which sleeping bags were donated to the local community; or a guided Vulture conservation experience in the De Hoop nature reserve.

The training event at Sun City further extended and enriched the famil experiences, providing a platform for knowledge exchange and collaboration between the Australian and New Zealand delegates and South African trade partners. Attended by 200 participants with the addition of local DMCs, experience and property representatives, airline partners South African Airways, Qantas and FedAir, and provincial tourism boards, the two-day event included one-to-one meetings between wholesalers and operators as well as evening functions presented by South African comedians Tumi Morake and Mojak Lehoko including a trivia night and a presentation evening during which each group presented highlight videos of their trips. And as a Mega Lekker Escape first, 9 SMME companies were hosted at Sun City to present at Speed Marketing sessions, including the ground-breaking Black Mambas - the world's first all-female anti-poaching unit. Finally, on the day of their departure all participants were treated to lunch on the world’s most luxurious train, hosted by Rovos Rail.

Notably, 100% of the travel agents involved were first-time visitors to South Africa or first-timers to the areas they were exploring on their famils. This initiative offered them the benefit of first-hand experience, critical to the nation’s post-Covid recovery after the pandemic caused a 40% turnover in the trade landscape. This first-hand experience is pivotal to fostering a deep appreciation and understanding of a destination, overcoming preconceived notions around barriers and instilling confidence to impart that knowledge to clients. And the results are evident, with up to 90% of agents booking trips to South Africa within the first year upon their return from a Mega Lekker Escape.

This success has contributed to the Mega Lekker Escape’s growing momentum, with this year seeing more than a 10% increase in participating agents and media, as well as growing collaboration across the tourism value chain, attracting 200 delegates, up from 150 the year prior. This year also saw an increase in participating Australian and New Zealand wholesalers to ten – Above and Beyond Holidays, Adventure Destinations, The Africa Safari Co., Adventure World (AU and NZ), Bench, Inspiring Vacations, MW Tours, This Is Africa, Viva Expeditions and World Journeys, who arranged and hosted the famils.

The initiative is certainly a win for South Africa. Its execution alone contributes approximately ZAR12million (AUD$1.2million) into the economy through airlift with the national carrier, spend in-country and activation. Thereafter with up to 90% of travel agents going on to make a booking of at least two people in the first year, who may each spend the average of approximately ZAR24K (AUD$2400) in-country, they’re expected to deliver approximately ZAR5million (AUD$500K) just in year one upon the conclusion of each event.

South African Tourism’s Acting Chief Marketing Officer Thandiwe Mathibela said “We say in our brand campaign ‘Come Find Your Joy. South Africa Awaits.’ And Joy is a feeling, one that must be found through lived experience, which is why an initiative such as the Mega Lekker Escape, which offers just that, is imperative to imparting this message and meeting our goals.”

“I have no doubt that our Australian and New Zealand visitors have found just that in South Africa. Perhaps it’s even been life-changing. It certainly has the potential to change the lives of the people here in South Africa, as tourism not only contributes to our GDP, but ensures that people have access to socio-economic services, opportunities and choices, as it creates jobs, generates incomes and establishes viable communities.”

Australia and New Zealand are key contributors to that end. Leaving Covid well and truly behind them, these countries have exceeded their pre-Covid arrivals into South Africa to become two of the fastest growing regions for South Africa.

Over the course of 2025 Australia delivered over 121,361 arrivals. That’s 23.2% ahead of the previous year and 8.9% ahead of pre-Covid numbers.

NZ delivered 23,324 arrivals. That’s 15.8% ahead of the previous year and a significant 42.13% ahead of pre-Covid numbers.

-ENDS-

About South African Tourism 

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination.  

For more information, please contact yana@southafrica.net