The European market makes up a large portion of travel to Southern Africa but who are the biggest spenders? Tourism Update takes a closer look.

1.Families

Craig van Rooyen, Director at Tour d'Afrique, says family holidays are very lucrative. “Europeans have very long holidays, so family holidays are quite lucrative,” he says. He adds that South Africa’s new requirements for travelling minors are a challenge in this regard.

Ruzandri Stoltz, Marketing Manager at aha, also identifies multigenerational travel as a lucrative segment. “We’re seeing families travelling together. Grandparents, parents and children travelling together to share a destination experience together,” she says. “The group decides together where to travel and this is an especially great way for family members, who are separated geographically, to have an opportunity to reconnect.”

2.Peak periods

According to Van Rooyen, peak periods out of Europe include Christmas, New Year and the month of February. “Obviously peak periods come at peak prices,” he says, adding that provided tour operators can get the availability, these periods can prove very lucrative.

3.Baby Boomers

Both Filippo Rossi of Italy-based II Viaggio and Stoltz suggest that people over the age of 50 are a lucrative travel segment. “This segment has the time and means to travel to long-haul destinations,” Stoltz explains. “As such, South Africa presents an appealing destination, especially with the rate of exchange being so favourable now for euro, dollar and pound visitors.” She adds that Boomers don’t see themselves as ageing and hence go for soft adventure, eco-tourism and combining their passions with wish-list destinations, also including a learning experience within their travels. “The Boomers love to travel and they love to have fun.”

4.Special events

The number of people who travel for special events, such as weddings, anniversaries and other celebrations, is growing continuously, says Stoltz. “These group holidays bring family and friends together in one destination and are far more memorable than a celebration at home.” She also explains that South Africa is affordable for this segment for various source markets.