The South African tourism product is so strong, but until the air access is resolved it is only enjoying a fraction of its potential visitors. South Africa remains one of the last destinations almost entirely served by scheduled business-orientated airlines flying between business hubs.

That is the message from the 25 <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />
UK tour operators who participated in the survey of 280 tour operators worldwide conducted by Southern African Tourism Update last week in conjunction with SATSA and Grant Thornton.

Southern African Tourism Update conducted its first marketing index designed to assist Southern African tourism product and service suppliers in understanding the current thinking in overseas markets by tapping into the experience and opinions of their overseas trade partners.

When asked about the most important considerations when holiday makers chose Southern Africa as a destination in their source market, the UK operators differed from their colleagues in Germany, the rest of Europe and
North America by rating sunshine as the third major consideration in their market after a game experience and value for money. This was much less important in other major markets.

The latter two factors were the most important in all markets. Every German operator rated the game experience as the most important.

In the rest of Europe (44 respondents) and in
North America, culture moved up as an important consideration. Adventure, as a consideration, was highest in
North America among the 33 respondents who participated.

The survey was primarily conducted among the over 10 000 people who receive the daily online version of Southern African Tourism Update and its print or digital edition.

The UK operators’ views give credence to the vision of tourism authorities in KwaZulu Natal that their new international airport may be the catalyst that triggers the opening of new markets by making it easy for low-cost carriers to operate direct flights from centres outside London catering for tourists seeking sunshine, scenery, game and value for money, all of which the province has in abundance year round.

The results of the first Southern African Tourism Update Index were presented to 120 tourism service providers last Friday in
Johannesburg. It covers twelve areas of interest to suppliers which are interested in marketing to the overseas inbound market. The results will also be shared with delegates to the SATSA Conference in
Cape Town next month.

An electronic copy of the results is available from SA Tourism Update for R1000 including VAT. Order through jeanettep@nowmedia.co.za