Global tourism sentiment for South Africa as a domestic and international destination increased in quarter 3, 2022. The country was ranked #16 globally in terms of tourism sentiment, according to the recently released Tourism Sentiment Index.
South Africa notched up a Tourism Sentiment Score of 23.6 – 4% higher compared with Q3 2021.
The Tourism Sentiment Index is an independent global initiative offering destination marketers unique real-time insight into their customers and the conversations they are having online about tourism destinations.
According to the Index, South Africa is ahead of, amongst others, India, Mexico, China, Denmark, Norway, Thailand, Spain and The Netherlands.
South Africa’s Tourism Sentiment Score of nearly 24 in Q3 means the country outperformed the global benchmark of 21.2.
The Index analyses 625 million online conversations across 100 tourism destinations globally, according to the TSI South Africa rankings report.
According to the report, the top contributors to South Africa’s overall performance were ‘Wildlife Viewing’, ‘Restaurants plus Dining’, and ‘Festivals, Events and Concerts’.
Wildlife Viewing in South Africa generated 28% more positive sentiment than half of the destinations worldwide, placing it in the top 10 in the world for this tourism asset, according to the Tourism Sentiment Index report.
“This is an important milestone for South Africa’s tourism sector,” said South African Tourism Acting CEO, Themba Khumalo, adding that the Tourist Sentiment Index was a consolidated measure of a destination’s ability to generate positive word of mouth about its tourism offering online.
He ascribes the favourable score to, amongst others, the launch of SA Tourism’s global marketing campaign, ‘Live Again’. In a nutshell, the ‘Live Again’ campaign seeks to reposition SA firmly in the hearts and minds of international travellers and to showcase the country’s “beautiful landscape, dynamic people, vibrant nightlife and exquisite cuisine,” Khumalo explained.
Wine, food, adventure and more
Khumalo lauded SA’s cuisine and restaurant sector. “Our restaurants are world-class and are the bread and butter of the tourism sector – excuse the pun – thus, it came as no surprise it contributed 12% to the Tourism Sentiment Score.”
According to the Index, restaurants and dining in South Africa generated a healthy positive sentiment of 32, placing South Africa in the top 10 in the world for this tourism asset.
Khumalo noted: “It is a testament to South Africa’s famed diversity. Its people, landscapes, cultures and languages offer a melting pot of intrigue and excitement. Our cuisine defines our homeland, a resilient people with a proud heritage. We delight the palate with a wide range and flavours, designed in South Africa and inspired by the world.”
Diving and Snorkelling generated sentiment score of 35, placing South Africa at number two in the world for this tourism asset.
South Africa was ranked number #1 in the ‘Wine and Vineyards’ category, ahead of France and Australia.
“We are simply the best in the wine business, producing around 3.4% of the world’s wine, making us the ninth-largest wine-producing market globally. It is a no-brainer that SA exports almost 50% of its wine, with Europe being its most important export market,” Khumalo highlighted.
