It’s not just the rate of exchange that calls British travellers back time and again, but a whole bunch of advantages, writes Michelle Colman.

The facets of South Africa that appeal enormously to the British traveller are well known and include weather, diversity, quality food and wine, wildlife and language. More recently affordability of the country for the British traveller has increased substantially, making it all the more opportune to keep coming back.

The value the British traveller now experiences in South Africa, and the quality it buys, are indeed reason to keep returning. Vivian McCarthy, Director at UK-based Acacia Africa, which maintains an office in Cape Town, points out that British travellers in South Africa, and Namibia which also accepts the Rand, benefit massively from reduced incidental spending. “Paying £4 or £5 for a good meal, or £1 for a cup of coffee or a beer - it really makes a difference.  These sorts of savings are familiar to repeat customers who know the excellent value for money you get in South Africa.”

Diversifying product is an additional tactic recommended as a means of retaining interest in the destination.  McCarthy says with one of the main attractions for first-timers being the Kruger National Park, second- and third-timers like to see something different, such as the Eastern Cape and its Garden Route, or KwaZulu-Natal.

Over and above wildlife, McCarthy says cultural- or adrenaline-focussed experiences feature strongly among the divergent interests of British visitors. “Cape Town features at the start or end point on many of our tours and it’s not uncommon for clients to extend their stay or book pre-tour accommodation in the Mother City.  Their participation in the wide range of quality pursuits and guided tours on offer including township tours, wineries and Great White shark cage diving, often encourages many first-time visitors to book second and third visits in the country.”

At the same time, McCarthy believes new and updated product must factor in the growing key drivers of tourism - experiential and responsible travel. “Experiential travel deepens the traveller’s connection with the destination and encourages repeat visits,” he explains.

Tesna Simonsen George, Director of Luxury Representation Collection and UK representative for Your Africa in the UK and Ireland, echoes much of McCarthy’s sentiments.

Her tips for encouraging repeat business are to ensure South Africa continues to offer value for money on the ground, new product and destinations to explore, high levels of service and locals who welcome tourists, as well as to encourage community involvement and CSR programmes. “Do away with child travel regulations,” she implores.

UK clients like to feel an emotional connection to a destination, she points out. They like ‘bragging rights’ and being able to share with friends visits made to iconic sites and experiences of the ‘unexplored’. They enjoy connecting with locals, experiencing local traditions. They also value the flexibility to explore on their own and South Africa is the perfect self-drive destination.

Widening the horisons on a second trip is also advocated by Roberto Viviani, Wilderness Safari’s Business Unit Manager for UK. “Southern Africa has something that appeals to every type of traveller but return visitors have the opportunity to explore the different destinations a little further. There are many quaint towns, beautiful heritage sites and some unique bird and animal species to be discovered.”

Trade tips:

• Undertake regular outreach via newsletters, blog posts and social media highlighting the wide range travel opportunities and experiences available in South Africa and Southern Africa as a whole, along with specific deals and incentives.

- Vivian McCarthy, Director, Acacia Africa

• Keep agents informed of new properties that suit the specific market and of any special offers at suitable properties. We try to also encourage visits in our low season, as our winters are most definitely agreeable, but we do realise that we are competing with the likes of the European vacation spots, where it is summer.  However, SA is now very affordable, so this could be promoted.

- Diane Jacobs, Contracting Manager, Your Africa

• Get clients to try something they haven’t tried before; they can ask their hotels for activity recommendations, as hotels should be able to recommend something that is exciting, but safe, such as hot air ballooning over the Cradle of Humankind, or a family outing to Boulders Bay on the Cape Peninsula to see the penguins that live on that coastline.

- Lisa Goosen, CEO, Tintswalo Lodges