South African Tourism (SAT) is excited to showcase the country’s exceptional tourism products and unforgettable experiences at the World Travel Market (WTM) in London from November 5-7.

This global platform presents a thrilling opportunity to position South Africa as the ultimate must-visit destination for international travellers. With its diverse landscapes, rich cultural heritage and unparalleled adventures, South Africa promises to captivate the hearts of all who seek authentic and extraordinary travel experiences.

“Join us at WTM as we inspire the world to discover the magic and wonder only South Africa can offer,” says Nombulelo Guliwe, SAT CEO.

She emphasises the importance of flexibility in the dynamic travel industry. “We are actively adapting to shifting global travel trends to ensure South Africa remains relevant and competitive, particularly in high-value markets.”

With an unwavering focus on innovation and responsiveness, SAT is committed to enhancing its offerings and meeting the changing needs of today’s discerning travellers.

At WTM, SAT will proudly showcase South Africa as an affordable yet distinctive destination, offering an incredible variety of experiences. From iconic wildlife safaris and rich cultural immersions to culinary tourism, outdoor adventures and dynamic urban environments, South Africa promises unforgettable journeys.

“We will also promote our eco-friendly travel experiences, underscoring South Africa’s commitment to responsible and sustainable tourism,” adds Guliwe.

Engagement with stakeholders

Engagement with industry stakeholders will be central to SAT’s strategy at WTM as it actively connects with travel agents, tour operators and influencers to build lasting relationships.

Guliwe highlights the importance of these interactions: “Connecting with key industry players allows us to gather insights, establish valuable partnerships and foster collaborations that will enhance South Africa’s visibility and competitiveness on the global stage. With each connection, SAT moves closer to inspiring the world to experience the unmatched magic of this remarkable destination.”

This year, 25 members of South Africa’s travel trade will participate at WTM, joined by 10 small and medium enterprises (SMEs) – a significant shift from the absence of SME representation in the previous financial year.

Guliwe says SMEs play a crucial role in fostering inclusive economic growth and job creation within the tourism sector.

“By providing these businesses with opportunities for exposure, we ensure the benefits of tourism growth are shared widely, supporting economic recovery and enriching our tourism offering.

“Supporting SMEs not only strengthens South Africa’s tourism industry but also empowers local communities, creating jobs and ensuring tourism growth uplifts all – their participation at WTM represents a step towards a more inclusive and dynamic tourism landscape where every player, big or small, contributes to the country’s vibrant economy.”

Signature welcome event

On the opening day of WTM, SAT will host its signature welcome event under the South Africa Pavilion where the country’s top tourism sellers and Team South Africa will gather to network with global tourism industry leaders.

This event, held in collaboration with the City of Cape Town and Norse Atlantic Airways, underscores the importance of partnerships in driving South Africa’s tourism growth.

A key focus of the event will be the Air Access Marketing Programme, which plays a pivotal role in boosting tourism by improving connectivity to South Africa. Accessible and efficient air travel is essential to attracting international visitors and the collaboration with Norse Atlantic Airways highlights the power of strategic partnerships in enhancing air access. By strengthening these connections, SAT is ensuring South Africa becomes even more accessible to travellers worldwide.

“Air access is the lifeblood of tourism growth,” says Guliwe. “Our Air Access Marketing Programme helps position South Africa as a convenient, accessible and desirable destination, facilitating increased tourist arrivals and driving inclusive economic growth.” The programme not only opens new doors for international visitors but also amplifies South Africa’s visibility and competitiveness on the global stage, creating endless possibilities for the country’s tourism sector.

“Through these initiatives, we aim to create lasting impressions, foster valuable connections and promote South Africa as a destination for authentic, unforgettable experiences,” states Guliwe.

‘World-class business events destination’

SAT will also be positioning South Africa as a world-class business events destination at WTM, highlighting the country’s extensive capabilities in meetings, incentives, conferences and exhibitions.

Tailoring marketing efforts to the specific interests of high-value markets is a core part of SAT’s strategy. At WTM, SAT will implement region-specific approaches to resonate with the distinct preferences of travellers:

• United Kingdom and Ireland: Leveraging historical ties and strong travel connections, SAT will target leisure and business travellers by showcasing South Africa’s diverse experiences, particularly those that appeal to adventurous and culturally curious visitors.
• Europe (Germany and France): With growing interest in sustainable and responsible tourism, SAT will promote eco-friendly experiences highlighting South Africa’s natural beauty and cultural heritage.
• North America: For travellers from the US and Canada, SAT will highlight South Africa’s wildlife safaris, adventure tourism, luxury experiences and family friendly packages. Multi-destination itineraries that offer varied experiences will be a central focus.
• Asia-Pacific (Australia and New Zealand): As these markets exhibit a strong appetite for long-haul travel, SAT will position South Africa as a top destination for outdoor adventures and wildlife experiences, emphasising direct flights and seamless travel options.
• Africa (regional tourism): SAT will focus on increasing intra-African travel by positioning South Africa as a gateway to the continent. Tailored offerings will showcase regional attractions, cultural exchanges and shared experiences that resonate with travellers from neighbouring countries.

“Through these targeted strategies, we aim to strengthen South Africa’s appeal across diverse international markets at WTM 2024. We are committed to staying ahead of global trends and ensuring that South Africa remains a top choice for international travellers – not just at WTM but well into the future,” says Guliwe.