Travel wholesalers are gearing up for an ongoing surge in demand for South Africa from the Australian and New Zealand (ANZ) markets on the back of the publicity and enhanced knowledge generated by South African Tourism’s recent Mega Lekker Escape familiarisation initiative.
The mega fam saw 100 ANZ travel agents and media exploring the country on 10 different 10-day itineraries, led by Africa-focused ANZ wholesalers, this month.
Last year’s inaugural Mega Lekker Escape was a leading contributor to the 14% year-on-year growth in arrivals (to just under 100 000) from Australia to South Africa in 2024, according to Patrick Barden, MD of wholesaler This is Africa.
“It certainly had a major impact in stimulating business from Australia’s leading travel agencies. Demand is so strong that we can’t actually keep up with it. The biggest issue we currently have is finding availability at properties. We need to have clients that are flexible with dates so that we can juggle an itinerary around if we can’t do one property or destination,” Barden told Tourism Update during the mega fam’s wrap-up event at Sun City on February 17.
Speaking to ANZ and South African media, South African Tourism COO Darryl Erasmus stressed the value of such initiatives in strengthening relations with key distribution channels.
“An initiative like this acknowledges the importance of the tourism value chain and the partnerships with our distribution channels. This type of collaboration is hugely important for us and something we need to do more of – not just in Australia but as a global exercise – to help the critical members of the trade to better sell South Africa,” said Erasmus.
He elaborated on the Australian market’s value to South Africa:
“They typically stay longer and spend a bit more and that is exactly what we need to drive our tourism sector forward and magnify economic growth. Repeat visitor numbers are high because there is so much diversity in South Africa that one visit isn’t enough.”
Building flight capacity
Barden said additional flight capacity from Australia’s East Coast would be helpful to meet skyrocketing demand for South Africa.
“An extra direct flight from Sydney, to give Qantas some competition, would be useful or a flight from Melbourne.”
The launch of six-weekly, non-stop Qantas A380 flights between Sydney and Johannesburg in September last year increased two-way capacity on the route by 130 000 seats.
Erasmus said air access remains a top priority for the DMO and South Africa’s Department of Tourism.
“We’re actually quite inaccessible in terms of global connectivity. The biggest thing I’d like to change is air connectivity and route development. There’s a very specific focus on it going forward, in terms of how we develop route networks, and not just Johannesburg, Cape Town and Durban but airports such as Kruger Mpumalanga International Airport,” he said.
There is excitement within South African Airways about the development of more international routes and the positive impacts they would have on the destination, he added.
“We’ll continue to work with the Department of Tourism and other departments to unlock air access and additional routes into the country because we know the direct benefits.”
New Zealand market thrives
The reach of Mega Lekker Escape has been even broader in the smaller New Zealand market, according to Tanya Gurtin, Africa Product Manager at Auckland-based wholesaler Viva Expeditions.
“We’re a small industry so word spreads very quickly, especially when you add the publicity generated by media coverage,” Gurtin told Tourism Update.
Nine ANZ travel journalists and freelancers were hosted on the fam trips.
According to Statistics South Africa, 20 138 arrivals were recorded from New Zealand in 2024 – exceeding the pre-COVID 2019 figure by 18.5%.
Gurtin pointed out that Viva Expeditions’ trips to South Africa grew by more than 100% last year.
“We’re anticipating similar growth this year. There is growing awareness of what South Africa has to offer and a realisation that it’s safe to travel here.”
Addressing the media’s questions about safety and security, Erasmus said: “Every country has a challenge with safety and security in one way or another. It is important to recognise it, be vigilant and have access to accurate information. This again illustrates the importance of using a travel agent who has experienced South Africa.”
He pointed to the deployment of 2 300 Tourism Monitors at ports of entry and popular tourist attractions around the country as an example of government’s commitment to addressing the concerns.
“Those are the kinds of projects underway. Maybe they are not publicised as well as they should be. We understand the negative perception and the South African government is absolutely committed to changing that perception.”