With the Australian dollar slumping against the US dollar and the Euro, agents are increasingly considering new destinations to help deliver high-value trips to their customers. One such destination that provides excellent value and enough to do on a long haul trip is Africa.
Speaking at a media briefing at Africa’s Travel Indaba in Durban this week, Darryl Erasmus, chief operations officer at South Africa Tourism, shared some of the ways South Africa is strengthening its appeal to Australian travellers.
Similar but different
Erasmus emphasized value for money as a key factor, noting the favorable exchange rate for Australian visitors. The AUD has remained strong against the South African Rand, with AU$1 buying approximately 11.56 rand, a more than 1 per cent increase over the past year.
“South Africa is an incredible destination offering unique experiences that differentiate it from other popular Southern Hemisphere locations like Australia,” he said. Despite similarities in climate and geography, Erasmus explained that South Africa’s tourism portfolio boasts distinct adventures – most notably the world-renowned safari experience that Australia cannot match.
A focus on trade
A cornerstone of South Africa Tourism’s approach is close collaboration with the Australian travel trade. There are a number of initiatives and trade activations that enable travel agents and resellers to experience the destination firsthand – such as the annual Mega Lekker Escape.
“This is critical because advocacy from people who have been there drives bookings,” Erasmus said.
Education also plays a major role. Erasmus detailed ongoing efforts to provide the trade with in-depth knowledge—not just about the main attractions, but also nuances such as safety, culinary tourism, and off-the-beaten-path regions. He pointed to unique local specialties like world-class lamb from the Northern Cape and premium South African beef, which enhance the travel experience.
“Bringing groups of resellers to experience diverse regions across South Africa is a deliberate strategy,” Erasmus explained. “They return with pockets of knowledge about our ‘hidden gems – or as I prefer, pockets of excellence and joy – that they can share with customers.”
Improved accessibility
Accessibility remains a challenge given South Africa’s remote location at the southern tip of the continent. However, recent developments have improved connectivity significantly, Erasmus said.
“South African Airways’ scheduled flights into Perth launched last year have been a huge win.”
He also noted that Qantas is set to start flights between Perth and Johannesburg by the end of the year, enhancing airlift capacity and competition on the route – both positive for pricing and arrivals.
“Access is what drives arrivals,” he said, underscoring ongoing partnerships with airlines to unlock additional capacity. It is key to remind prospective travelers that South Africa offers an authentic experience unlike any other, he said: from its diverse cultures and unique wildlife to its distinctive music and cuisine.
“It’s about enriching visitors as individuals and giving them a new worldview through the richness of South Africa’s offering.”
