SA targets the Middle East
RECOVERY CAMPAIGN: TOURISM BOLSTERS ITS PRESENCE AT ARABIAN TRAVEL MARKET
Trade show to promote country on global platforms.
As global travel once again picks up momentum, following the Covid pandemic, South African Tourism is bolstering its marketing efforts in the Middle East market.
As such, South African tourism will this year elevate its presence at the Arabian Travel Market. A leading international trade show – which brings together global destinations to showcase their tourism offerings to this market, Arabian Travel Market – has been taking place in Dubai since Monday to today.
This year, 10 South African products and experiences will be showcasing authentically
South African experiences, which are geared towards travellers from the Middle East. In addition, South African Tourism will be providing nine Small Medium and Micro Enterprises the opportunity to showcase at the Arabian Travel Market.
This is part of the organisation’s efforts to provide market access to upcoming tourism businesses, to not only aid in the recovery of the sector, but to ensure inclusion in the sector.
This will be the sixth time that South African Tourism will be participating at the Arabian Tourism Market, and for the first time, the trade show now forms part of the organisation’s nine strategic platforms due to importance of the Middle Eastern market.
The South African Tourism delegation travelling to the Arabian Travel Market is led by Tourism Minister Lindiwe Sisulu and will include engagements
with key trade partners to reignite travel between the two markets, in line with the sector’s recovery.
“It is important for us to intensify our efforts in promoting our country on global platforms again as we have had limited opportunities to do so in the two last years,” said Sisulu.
“Our tourism sector recovery depends on this and of course on us working collabo
ratively to really show the full might of our tourism potential. I am looking forward to the engagements at Arabian Travel Market.”
South African Tourism acting chief executive Themba Khumalo echoes the minister’s sentiments.
“As our tourism sector recovers, we want to once again assure travellers from the Middle East that South Africa as a destination caters for them and is ready to welcome them onto our shores. South Africa is well-positioned to cater for the needs of the Muslim traveller seeking the Halaal travelling experience,” said Khumalo.
The Middle East forms one of South Africa’s key source markets, contributing to international arrivals and although travel during the pandemic did slow down, travellers from this market are once again returning to South Africa. During January and February 2022, travel from the Middle East increased by 327% compared to the same period in 2021.
South Africa boasts various quality assured products and experiences to cater for the Middle East market, including family friendly accommodation establishments and activities, a diverse offering of cuisine wildlife and safari as well as one-of-a-kind shopping experiences. – Citizen reporter