South African Tourism, in partnership with the greater tourism industry, is participating in the Arabian Travel Market (ATM) at the Dubai World Trade Centre this week (May 6-9).
As the premier global event for the travel and tourism industry in the Middle East, ATM serves as a vital platform connecting travel products and destinations from around the world with buyers and trade visitors.
This year, under the theme ‘Empowering Innovation – Transforming Travel Through Entrepreneurship’, ATM focuses on sustainable travel trends and strategies for growth within key sectors of the industry.
“When engaging our insights, consumers highlight leisure as the primary motive for visiting South Africa. Gauteng and the Western Cape emerge as favoured destinations, offering a plethora of activities ranging from shopping and dining to exploring natural attractions. Working with the industry to enhance and diversify these offerings ensures that South Africa remains a top choice for leisure travellers seeking unforgettable experiences,” SA Tourism said in a statement.
According to the latest data, the average spend per trip, excluding prepaid expenses, demonstrates notable fluctuations over the course of 2023.
In the first quarter of 2023, travellers recorded an average expenditure of R28 000 (€1 410) per trip. This figure surged significantly in the second quarter, reaching R38 200 (€1 920). The third quarter witnessed a slight downturn, with average spending decreasing to R26 400 per trip (€1 328).
“These fluctuations underscore the dynamic nature of consumer behaviour within the tourism sector, reflecting changing preferences and economic factors influencing travel expenditure,” said SA Tourism.
Remarkable surge
In 2023, visitor numbers from the Middle East saw a remarkable surge with a 63% increase of 25 435 visitors compared with the preceding year's 15 594 visitors.
According to SA Tourism, a significant factor contributing to this growth has been the strategic addressing of visa barriers through a visa waiver initiative.
Since August 15, 2019, travellers from the Kingdom of Saudi Arabia, Qatar, and the United Arab Emirates have enjoyed the benefits of this pivotal step, enabling seamless travel for both business and leisure purposes, with stays of up to 90 days.
Partnering with South African Tourism are 25 exhibitors that will have a chance to network with industry professionals, potential partners, buyers, and media representatives. These interactions will lead to collaborations, partnerships, and business opportunities.
Included in the delegation are the Aquila Collection, Tamrich Tours, Kwantu Private Game Reserve, Durban Tourism, Gold Restaurant, and Peermont Hotels Casinos & Resorts.
South African Tourism is set to engage industry partners through a series of targeted events.
Beginning with a press conference on May 6, tailored for UAE media, the initiative will highlight collaborations and initiatives with SA Tourism.
On May 9, workshops will provide comprehensive training to 75 Dnata and 75 Akbar agents, alongside a roundtable discussion on opportunities within the Gulf Cooperation Council (GCC) sector.
Concluding on May 10, a trade workshop for 50 key partners will aim to bolster visibility and partnerships within the trade space.
Neliswa Nkani, Hub Head: Middle East, India and Southeast Asia at South African Tourism, said: "As per the GCC’s analysis, we witness the influential factors propelling the outbound market of the GCC, with particular emphasis on the significant contributions projected from Saudi Arabia and the UAE. Forecasts indicate that by 2028, expenditures from Saudi Arabia and the UAE are anticipated to soar to US$11.1 billion and US$18.2 billion, respectively.
"Embracing the synergy between South African Tourism and the Middle East, the ATM serves as a vibrant testament to our enduring partnership. We deeply value the Middle Eastern market for its cultural richness and adventurous spirit, which greatly enhance our tourism landscape. Together, we will work towards a common goal of exploration and connection, spotlighting the allure and warm hospitality of South Africa to our esteemed friends from the Middle East," concluded Nkani.
