South African Tourism will close its Italy country office and establish a South Europe hub to service the French and Italian markets, the organisation has announced. This office will be based in Paris.

According to SA Tourism, the move aims to optimise its operating models and follows a review of how best to market the country more effectively. “The hub strategy is part of the strategic intent to maximise our marketing spend in markets we operate in,” SA Tourism said in a statement. “By reducing overheads, there will be more marketing money to spend in marketing South Africa in Italy.” The organisation added that Italy was SA’s fifth biggest source market in Europe, and remained an extremely important market.

SA Tourism will also appoint an Italian based representative to ensure that the trade and marketing work continues in that market.

[AdZoneGiant]

“As we implement our strategy for the Italian market, we are thankful to the entire South African tourism Italy team for their continued commitment,” said SA Tourism Acting Chief Executive Officer, Sthembiso Dlamini. "South African Tourism recalls with pride a lot of great things that have come out of this office. Through the team's hard work, the office's biggest contribution to the market over the last 10 years has been to work with the media and the trade to align what Italians are looking for when they travel with what South Africa has to offer them. This has included diversification and amplification of the product offering and growing South Africa to a dream destination for Italians.

“We would also like to thank the trade in Italy and at home who continue to invest in selling South Africa to Italians. Our strategy going forward will stimulate the market, as we continue to work closely together,” said Dlamini.