South Africa’s Tourism Industry on the Global Stage
South Africa is making its presence known at the World Travel Market (WTM) in London, which takes place from November 6th to 8th, 2023. With a robust delegation led by Minister of Tourism Patricia De Lille, the event features 27 exhibitors who represent the diverse attractions that South Africa has to offer. The objective of the event is to strengthen the nation’s tourism recovery.
The South African delegation comprises provincial tourism authorities, destination management companies, tour operators, airlines, and various accommodation groups and establishments. The delegation will highlight the country’s lesser-known attractions and the efforts of the South African Township and Village Tourism Association (SATIVITO) in promoting smaller towns and communities. Representatives from the Mier and Khomani San villages in the Northern Cape are also taking part in a panel discussion at WTM London.
Minister De Lille emphasizes the significance of re-establishing connections, acquiring valuable market insights, and positioning South Africa as a highly competitive destination. Collaboration between the public and private sectors is essential for the growth of tourist arrivals in the country.
Education and Collaboration in the Tourism Sector
During the annual WTM Ministerial Summit, De Lille joined 40 other tourism ministers from around the globe to discuss the importance of education in the tourism sector. She expressed her belief in the importance of public-private partnerships to bridge the skills gap in the industry and prepare young people for the future of tourism.
South Africa’s recent tourism successes provide additional momentum to the WTM delegation. In the period between January and September 2023, the country welcomed more than 6.1 million visitors, marking a 58.4% increase compared to the same timeframe in 2022. The African continent contributed 4.6 million of these arrivals, with land arrivals increasing by 60% and air arrivals by 35%. Europe added over 862,000 arrivals during the same period, showing a 50.9% increase from 2022.
Other remarkable statistics include a 247% increase in Chinese arrivals and a 57% increase in Indian arrivals to South Africa in 2023 compared to 2022. The total foreign direct spend by tourists during the first two quarters of 2023 was R48 billion.
South Africa’s Tourism Accolades and Future Growth
The country’s tourism industry has received numerous awards, including the South African Tourism UK and Ireland Hub being named ‘Luxury Tourist Board of the Year’ at the Aspire Awards 2023. South Africa was also voted “Best Country in the World,” and Cape Town was awarded the title of “Best City” at the Telegraph Travel Awards. Furthermore, the Lonely Planet recognized South Africa as a “Top Sustainable Destination” in their Best in Travel 2024 awards.
Despite these accomplishments, Minister De Lille underscores the importance of ongoing efforts to secure South Africa’s position in the highly competitive global tourism market. The South African delegation is informing partners about the latest safety initiatives at the WTM and reinforcing the message that the country is an affordable destination that offers diverse experiences and warm, hospitable people.
As the summer season commences in South Africa, Minister De Lille invites the world to discover the country’s vibrant attractions and natural beauty. Through a combination of strategic efforts and robust partnerships, South Africa’s tourism industry is well on its way to a bright future.
