There are signs that the Asian market is moving away from large groups towards smaller parties with niche interests, writes Michelle Colman.

The Asian market is rebounding after last year’s Ebola and visa setbacks, with all countries in the region that represent significant sources of tourism to South Africa showing growth this year.

Figures for the first eight months of this year released by Statistics South Africa show a total increase of 41%.  Chinese arrivals are up 64%, Indian visitors by 27%, Japanese tourists by 34% and South Korean travellers by 46%.

Local attractions are noticing the growth. The SAB World of Beer in Braamfontein, Johannesburg, has seen a rise in Asian visitors since September, noticeably “when compared with last year when we took a huge knock with the visa issues,” comments Crystal van Helsdingen, Marketing Officer.

Fanie van Zyl, MD of SA Coach Charters and Bus Rentals, says Asians tend to spend 10-14 days in the country, throughout the year, and show a preference for the Garden Route and Cape Town. Masa Yamawaki, Sales and Business Development Executive for Your Africa and who is involved with the South East Asian market in particular, sees Asian visitors as safari-orientated, typically including the Kruger National Park, Mabula or the Pilanesberg in their schedules.

But there are new trends emerging in itinerary interests and expectations. “Consistent with what many marketing experts say about the current zeitgeist, people want to purchase valuable and one-of-a-kind experiences more than material things,” comments Beijing-based Bradley Brouwer, President Asia Pacific, for South African Tourism.

While demand for luxury travel and luxury shopping experiences are expected to remain strong, he says, culinary offerings and cultural authenticity are counting for more in the Asian destination choice. “Most Asians, especially Chinese, Japanese and Korean travellers, aspire to meet and interact with locals, learning from their culture,” he says.

Yamawaki observes a movement towards special-interest tours focusing on gourmet foods, flora and birds.  Your Africa’s Manager Japan, Takayuki Suzuki, mentions the Japanese fascination with flowers – and in South Africa, the jacaranda tree.

Brouwer’s prediction is that Asian markets will fragment into niches in the future, and more Asians will travel in smaller groups or as individuals, moving away from the large groups that dominated this landscape in the past. New opportunities in FIT will grow for the trade.

The demographic of the Asian visitor is changing too, with an increase of younger travellers along with the older generation that dominated in the past, says Yamawaki. Possibly influencing this is the increased use of travel apps and social media in holiday planning. Brouwer says social media sites are potentially highly lucrative channels for luring in young, digitally savvy Asian travellers. In China, WeChat and Sina Weibo are significantly popular and in Japan and Korea, Line is a big driver.