South African Tourism hopes its recent immersive familiarisation (fam) trip, Mega Lekker Escape, which brought 100 influential Australian and New Zealand (ANZ) travel operators and media to the country, will translate first-hand experiences into bookings.
The fam trip covered 10 different itineraries, spanning seven provinces, over 10 days – each led by a leading ANZ wholesaler. A total of 31 suppliers and 35 small, medium and micro enterprises participated in the initiative, which emphasised authentic experiences beyond traditional tourist attractions.
It culminated in a two-day knowledge-sharing and business-to-business event at Sun City on February 16 and 17. In his address at Sun City, South African Tourism Chief Operations Officer Daryl Erasmus said, with 100% of the agents visiting South Africa for the first time, the initiative played a critical role in countering misperceptions and translating first-hand experiences into increased bookings.
“During COVID, we saw the travel trade decimated. This created a huge gap in understanding and knowledge of South Africa as a destination. We know that bringing you here establishes a deep connection and appreciation and understanding of our magnificent country,” he said.
After the inaugural fam trip in 2024, approximately 90% of the visiting travel agents booked travel to South Africa – illustrating the initiative’s value in driving inbound tourism, said Erasmus.
Australia saw 14% year-on-year growth to 98 544 arrivals in 2024 while the New Zealand market grew to surpass pre-COVID levels with over 20 100 arrivals.
Showcasing South Africa’s diversity
The fam trips took agents beyond popular destinations such as Cape Town and the Kruger National Park to showcase the full breadth and depth of South Africa’s diversity.
Tanya Gurtin, Africa Product Manager at New Zealand-based wholesaler Viva Expeditions, led an itinerary encompassing the Klaserie, Timbavati, Sabi Sabi and Moditlo private game reserves in Limpopo as well as Tau Lodge in Madikwe, North West Province, and the Cape Winelands in addition to Cape Town and Johannesburg.
“There is a lack of awareness of what South Africa has to offer. The agents were blown away at discovering what was available beyond the more popular attractions,” she said.
Gurtin highlighted the authentic and immersive experiences offered by South Africa as particular strengths. Activities in the itinerary included local-led tours of Johannesburg’s Maboneng Precinct and Soweto, a visit to the Elephant Moments sanctuary in Hoedspruit and a Bikes ’n Wines Tour in Stellenbosch, among others.
“When you consider the rich elements of storytelling, culture and authenticity that can be added to the truly incredible safari offerings and popular tourist sites, you have a destination that is virtually unmatched,” said Gurtin.
Samantha Van Eldick, Africa and Middle East Product Manager at New South Wales wholesaler Adventure World, said her trip created a deep passion for South Africa among Australian agents.
“The agents are leaving here with a much better understanding of how special South Africa truly is and how perceptions of the country can be distorted. Experiencing the country first-hand has absolutely made them more confident and passionate about selling trips,” she said.
Van Eldick stressed that service standards of South Africa’s hospitality industry are on par with the world’s very best.
“You truly can’t find anything else in the world that can better the attention to detail, professionalism and friendliness that can be found at some of the premium safari and hotel offerings we visited,” she said.
