CHILDREN SHAPE HOLIDAY CHOICES

INVESTING in the travelling children of today is shaping the future of tourism.

The family market is economically substantial and predicted to grow and the tourism industry has to capitalise on this market by promoting experiences that make planning a family holiday more convenient.

Children have long had a say in where their families go on holiday and what activities they want to get involved in once they get there.

There are new family tourism markets emerging, with traditional family markets also becoming more adventurous and wanting to diversify experiences for family interests.

Before children come along, couples are able to travel out of season when it is cheaper and quieter. Once they have children, holiday choices change and they look for family-friendly experiences.

Take the case of a British family coming to South Africa for a family visit recently. The young children had been learning about Nelson Mandela in history classes, so having heard about the Capture Site near Howick in Kwazulu-natal, that was top of their local “must visit” list.

The decision having been made, their host family made the necessary arrangements for the trip, along with an overnight stay at a nearby hotel.

The entire trip was influenced by the children’s destination choice and the local spin-off was that the Capture Site got six more visitors (and sales in the gift shop), the local hotel got bookings and, of course, publicity when the children’s mother posted pictures of the hotel on social media singing its praises.

According to research, parents are certainly not in full control of where the family goes on holiday. In America, 40 percent of teens influence where holidays take place.

It is much the same in Europe and Australia, where decisions are taken as a family, with parents giving their children an equal voice.

Other research reveals that 75 percent of parents show their children holiday brochures and ask what they think, with children offering ideas.

South Africa has countless attractions that appeal to parents and children alike, so although children have a say their parents are just as keen on the destinations that they like.

Multi-award-winning ushaka Marine World in Durban, for example, appeals to every family member, as do Drakensberg, Hluhluwe and St Lucia.

Phindile Makwakwa is acting chief executive for Tourism Kwazulu-natal.