As southern and East Africa’s adventure tourism industry grows, Tourism Update readers have singled out Australian and New Zealand travellers as having the highest appetite for adventure, followed closely by travellers from Traditional European markets.
The largest proportion of respondents to our latest poll (33%), said that Australians and New Zealanders had the strongest propensity for adventure tourism, while 29% identified travellers from Traditional European markets such as Germany as showing the most preference for this segment. This was followed by travellers from the Nordics (16%), Emerging Europe (12%), and the UK and Asia (both with 5%).
The results show a slight variance from the findings of SA Tourism’s Brand Tracker, an international assessment to determine appeal and demand creation in key source markets. The tracker found that of the 722 900 adventure tourists who visited South Africa in 2023, the highest volumes came from the UK, Germany, the US, Netherlands and France, while the top adventure markets by incidence were Norway, Switzerland, France, Sweden and Germany. Australia ranked 10th in terms of volume and did not feature on the incidence list.
Will SA’s cabinet deliver results for tourism?
South Africa marked a pivotal milestone this past weekend, with the announcement of a new cabinet to lead the country’s historic Government of National Unity.
Tourism industry associations have welcomed the reappointment of Patricia de Lille at the helm of the Department of Tourism, believing that that move will build on promising progress made in De Lille’s initial 18-month tenure in office. De Lille will be assisted by Deputy Minister Maggie Sotyu.
The sector is also hopeful that the newly-appointed Minister of Home Affairs – Leon Schreiber – will work closely with the industry to solve longstanding visa inefficiencies that have dampened the potential of inbound tourism.
We want to know your thoughts on South Africa’s national executive, and whether those at the helm will assist in providing the stimulus that the tourism industry needs.
Our poll question this week is:
