The European market is a significant one for South Africa, with Germany, France and The Netherlands making up almost 24% of total overseas travellers to the country. Tourism Update spoke to operators active in this market about what their clients look for on holiday.

1.Bush and beach

“Bush and beach packages remain popular, with the sun seekers enjoying time at our coastal properties and combining this with private lodges,” says Suzanne Benadie, Your Africa Sales and Marketing Director, adding that these are especially popular with honeymooners. Alessandra Allemann, Welcome Tourism Services Sales & Marketing Director , also points out that safari holidays remain the top sellers. “Cape Town is a favourite holiday destination; Europeans enjoy touring the city’s highlights,” says Allemann.

Likewise, Craig Drysdale, GM: Global Sales for Thompsons Africa, says round trips of South Africa that take in the Kruger National Park, the Garden Route and Cape Town are popular with this market. “European travellers are captivated by the safari experience, which very often is combined with wellness or sea, or camping adventure experiences,” says Filippo Rossi of Italy-based II Viaggio.

2.Adventure

Tim Bouwers, MD of Bobo Campers, describes the European market as “adventurous” and “independent”. Ruzandri Stoltz, Marketing Manager at aha, says the European market has a focus on adventure tourism, community-based tourism and cultural tourism. She adds that this bodes well for South Africa’s product and destination offering.

“One of the most popular day tours is shark-cage diving,” says Benadie, adding that there is great interest in adventure travel.

3.Golf

Benadie says golf travel has grown from the German and Scandinavian markets. “Clients book mainly high-end four- and five-star properties together with their golf arrangements and want to experience more than just one golf course in South Africa,” she says, adding that these travellers frequently add on a safari at the end of their trip.

4.Authentic experiences

The growing demand for experiential travel has also influenced the European market. “There is a growing focus on authentic interactive experiences,” says Allemann. She also points out that there has been an increased interest in food and wine and authentic experiences.

Benadie explains this market is looking for experiential tours, including cooking safaris and bicycle tours. “We believe [this] is due to the marketing drives undertaken by SA Tourism. It’s all about the unique South African experiences.”

According to Stoltz, the mature European markets are looking for unique, exclusive products and services. She says these travellers are looking for unique experiences that yield lasting memories and experiences that draw on local flavours, are meaningful and allow them to interact with local people. “They’re looking for a real connection with the local population and an authentic experience that helps them do this.”