Newstrack

South Africa registers 19% growth for 2007 from India

Andrea Lopez - Mumbai

South Africa Tourism concluded its four-city roadshow in the country earlier this month, registering a good participation from the hospitality sector as well. Mumbai saw 35 companies from South Africa interact with the travel trade. Riding high on the success of its recently launched 'food map', the national tourist office is all set to kick off its newest program to woo the young, adventurous Indian traveller in April this year. Going by the name of 'South Africa Rocks', the campaign will focus on bringing luxury and indulgence to the young traveller. Medha Sampat, acting head - India, South Africa Tourism said, "South Africa is looking at India as a serious market, and more Indians are looking at South Africa as a holiday destination. The MICE segment is growing too." The roadshow saw new hotels in discussions with the trade to market their products. Cape Grace, owned by the Meikles Africa Hotels, on its first visit to India, expressed keen interest in marketing its products to the trade.

Other companies that have been active in the Indian market for a while reiterated that Indians were showing a renewed interest in exploring new destinations. Johan Groenewald, managing director, Royal African discoveries that has been active in the India market for nine years, believes that the average length of stay for Indians has increased over the past few years. "We are very ambitious about this market and have invested time and money here. New products are added year on year." He added that there has been an increase in the family and incentive market. "The only problem is accessibility to South Africa. We are hopeful of Jet Airways connecting the two countries by early next year," he said. Also present was luxury resort hotel chain, Sun International.

With South Africa inducting India as a core market, the hotel is looking at aggressive marketing. In addition to the 'Route of the African Sun', which includes a chain of properties across South Africa under the Sun International umbrella, the company is now planning to open new properties in Egypt. Lianne Kelly-Maartens, market manager, India said that the properties would be officially launched in March of 2008.