Competition for tourists is fierce, but together we can win
Destination marketing is a complex undertaking that requires collaboration and strategic thinking
“Our risks are mainly perceived and not real. Unfortunately for us in Africa, we are not really very good at telling our own story,” renowned Nigerian businessman Aliko Dangote told the World Economic Forum in Davos in 2014.
“But things are changing, and people are beginning to understand that things are going very well,” he said.
These words resonate with us in the tourism industry as we intensify our efforts to revitalise the sector by positioning South Africa as the ideal destination for travellers worldwide.
Such work centres on reshaping narratives through telling our own stories and inviting travellers to explore our country from a fresh perspective. Importantly, the success of our marketing initiatives depends significantly on synergy within the industry.
I was gratified to witness this synergy on full display at the World Travel Market (WTM) in London last month. Events like the WTM offer critical platforms as they convene the crucial players within the tourism sector, including market influencers, buyers, exhibitors, business leaders and policymakers under one roof.
During the same month, South Africa showcased at the combined East Africa Regional Tourism Expo and Magical Kenya Travel Expo in Nairobi. The event hosted more than 1,000 companies within the tourism industry and the South Africa stand showcased our country’s variety of tourism products and services.
South African Tourism, together with the department of tourism and other government partners, also recently participated in a tourism dialogue in Beijing, joined by nearly 60 core Chinese media and travel bloggers, and 40 travel industry partners. This was one of the steps that we are taking to ensure that more visitors from the region choose to visit South Africa.
During these various events, our collective presence helps amplify our message of a country that offers products and experiences suited for every traveller.
Synergy within the tourism sector, I am convinced, is what spurred the remarkable surge in visitors we’ve seen this year. From January through October, we welcomed upwards of 6.8-million international travellers to our shores. Platforms such as these are critical as we are witnessing a surge in rivalry from other destinations offering comparable attractions.
Prospective travellers are equipped with an extraordinary amount of information and options that inform their travel choices. They are bombarded daily with messages and advertising campaigns as other destinations are equally determined to invigorate their appeal and take charge of their narrative to distinguish themselves as attractive destination brands.
Destination marketing as a nuanced and multifaceted undertaking requires attention to various elements crucial for drawing in visitors and providing an unforgettable travel experience. This involves not just tangible aspects such as infrastructure, facilities, natural attractions, cultural sites and transportation. There are also the intangible, or “soft” factors, such as hospitality and the welcoming nature of the locals, culture, history, heritage and service excellence, which create memorable experiences and an appealing destination brand.
While tangible aspects provide the foundation and practical considerations for travel, intangible experiences and emotional connections often leave a lasting impression on tourists and inspire them to return or spread positive reports on the destination.
We recognise that travellers are discerning and deserve comprehensive information about the various factors that influence their experience.
Different stakeholders in the industry shape these hard and soft factors: for instance, we, as policymakers, have a significant role in fostering accessibility through visa policies, while the owners of various products and services are responsible for excellence in their offerings.
It is incumbent upon all involved to collaborate and excel in our respective domains to ensure that our message is substantial and resonates beyond mere slogans.
It matters how and where the message is delivered. Our sector is in constant motion, deploying numerous campaigns tailored to distinct audiences with messages crafted to resonate and fulfil the strategic objectives we’ve set. These campaigns underscore our resolve to spur economic growth within a sector renowned for its job creation and economic potential. Prime examples are the Sho’t Left campaign to promote domestic tourism and encourage South Africans to explore their own country, and the global “Live Again” campaign inviting visitors as the world reopened after the Covid pandemic.
South African Tourism’s partnership with Siya Kolisi as the country’s global advocate served as an effective and highly relevant campaign in a year in which the Springboks won the Rugby World Cup.
A more recent example is the newly unveiled global campaign featuring South Africa’s world-renowned comedian and media personality Trevor Noah —a project driven by the tourism industry and entirely funded by the private sector.
As we collaborate across our greater tourism sector, destination marketing becomes more a synergy of effort than a challenge. The campaigns we have launched, the partnerships we have fostered and the stories we have shared all contribute to a reinvigorated perception of our destination brand.
As we enjoy our vibrant summer holiday season, we invite and stand ready to welcome visitors from around the world. Through our actions and hospitality, we continue to ensure that the campaign messages are more than mere slogans.