In recent years India has risen to become the sixth largest international source market for South African Tourism and is currently among the country’s top-three focus markets.

“Given South Africa’s stature on the global trade map, collaboration with prospering economies such as India offers a wealth of opportunities for our local businesses. Against the backdrop of strengthening economic ties between the two nations, I believe that the tourism sector too should leave no stone unturned in contributing toward South Africa's growth,” said Neliswa Nkani: Hub Head – Middle East, India & South East Asia, South African Tourism.

She noted that in a strategic move, South African Tourism, in collaboration with provincial tourism boards, had taken steps to empower local businesses with the knowledge and resources required to tap into the thriving Indian market.

“These interactive knowledge-sharing workshops – the latest one held earlier this month – with South African tourism businesses, are designed to equip the nation's tourism and hospitality sector with insights needed to effectively promote South Africa as a preferred destination for Indian travellers,” said Nkani.

She said India, with its growing middle class and increasing disposable income, represented a lucrative market for the South African inbound tourism sector. However, she added that understanding the nuances of Indian preferences and consumer behaviours was crucial to making the most of the opportunity.

“Workshops such as the one held, enable stakeholders to tailor their offerings to suit the tastes and preferences of Indian travellers, ultimately enhancing their overall experience.”

Commitment to inclusivity

Nkani highlighted that what set this initiative apart was its commitment to inclusivity. By extending this interactive platform to historically marginalised communities, black-owned, women-owned tourism enterprises, and Small, Medium, and Micro-sized Enterprises (SMMEs), South African Tourism, together with its partners, was actively working towards a more equitable tourism landscape.

“This not only levels the playing field but also unlocks new avenues for growth and prosperity. It allows for the spotlight to be shone on lesser-known regions of the country, to increase representation in the industry.”

The benefits of supporting local businesses in navigating the Indian market were two-fold, Nkani said. Not only did it result in economic growth and job creation within South Africa's tourism sector, but it also established the foundations for long-lasting partnerships between South African and Indian businesses.

“This collaborative approach promises sustained growth in the future, creating a win-win situation for all involved.”