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August 7, 2017

Sub-Saharan Africa: South African Tourism Embarks on Inaugural Roadshow Through the Nordics

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As part of South African Tourism’s ‘5-in-5’ strategic goal to attract four million more international tourist arrivals and one million more domestic holiday trips in the next five years, the organisation has placed heightened international marketing focus on the Nordic countries.

To this end, members of the South African travel trade are invited to apply to join a roadshow through the region in October 2017. The roadshow will take place from 23 to 27 October 2017 and South African suppliers are invited to apply. The participation cost will be 1500 euro per person, with a maximum of two people permitted to attend per company. The roadshow will provide South African suppliers with valuable access and introductions to tourism market players in Sweden, Denmark, Norway and Finland

Commented Sthembiso Dlamini, Chief Operating Officer of South African Tourism: “South Africa attracted more than 100 000 travellers from the Nordic countries in 2016, which is an impressive 11% increase over the previous year. As a result of the growing potential of this market, we have decided to allocate additional marketing resources to the Nordic region and bolster our presence there.” 

This roadshow will capitalise on the growing appetite among progressive and adventurous Swedes, Norwegians, Finns and Danes for African travel by showcasing a range of exciting products to the in-country travel trade that are selling South Africa as a destination. The roadshow aims to educate the trade in the Nordics region about South Africa and its diversity of product and tourist offerings.  These will include urban and historic culture, experiences that allow for immersive interaction with locals, as well as wildlife and adventure activities that incorporate coastal experiences and South Africa’s scenic beauty. 

In addition to experiences, accommodation establishments and both traditional and new destination management companies will form part of the trade partners selected to participate in the roadshow. The roadshow can accommodate 20 South African suppliers, comprising a mix of established players and small businesses. 

“In line with our mandate to nurture inclusive growth and transformation in the travel sector, we will be selecting at least eight SMEs to join us on our Nordics trip – including one emerging destination management company,” Dlamini explained. 

Dlamini further stated that the Nordics roadshow had been specifically timed to precede South African Tourism’s Dutch roadshow (taking place from 30 October to 3 November) and WTM London (from 6 to 8 November), to add value and convenience to South African suppliers wishing to participate in all three events.

She added that buy-in and partnerships between large and small players across the travel spectrum would be critical to achieving sustainable, inclusive tourism growth that impacts positively on all South Africans.

“We are eager to extend our #WeDoTourism message to the world, showing how travel and tourism can transform and enrich the lives of South Africans, and how they can all play a role in making this happen,” Dlamini said. “This includes making a conscious effort to spread the benefits of tourism, and driving home how everyone in the tourism value chain and broader society will ultimately benefit from a tourism boom.”


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