Tourism Update speaks to members of the trade about trends and issues affecting travel to Southern Africa from Europe.

1.The weakened euro

Craig Drysdale, GM: Global Sales for Thompsons Africa, says the euro is a concern as it is becoming weaker. Likewise, Suzanne Benadie, Your Africa Sales and Marketing Director, says the currency has not strengthened as much as expected. “Some markets in Europe are still slow to recover in the group tour segment and remain price sensitive,” she says.

However, Juliane Loubser, Managing Director at Fairfield Tours, says that while the euro has depreciated against the dollar, this could work in South Africa’s favour. She explains that the European market would travel a lot to the USA but would be more inclined to travel to SA, where the exchange rate with the rand is favourable and the destination offers better value for money. She also points out that most properties in SA price in rands, unlike the country’s neighbours where pricing in US dollars is common.

Craig van Rooyen, Director at Tour d'Afrique, echoes these sentiments. “One of the biggest challenges has been the euro, which has weakened quite dramatically,” he says, adding that there has been a roughly 30% increase in dollar pricing against the euro. He says, where in the past a lot of people used to combine South Africa and dollar-based countries like Botswana, Kenya and Tanzania, these travellers are now spending more time in South Africa.

2.Off-season travel

The Italian market, particularly, is inclined to travel off season, says Van Rooyen. “In fact 75% of our business out of the Italian market is done between May and September,” he says. During this time, the Italian market will also visit Cape Town, when the city traditionally battles with occupancies.

3.More demanding

Alessandra Allemann, Welcome Tourism Services Sales & Marketing Director , points out that European travellers, particularly Germans, are extremely knowledgeable. These travellers do a lot of online research before booking their holiday. “[W]e receive far more specific requests than we have had in the past,” she says.

Ruzandri Stoltz, Marketing Manager at aha, says the European market is increasingly interested in exclusive tourism experiences and there is a greater demand for customised travel, more specialised, niche travel. Stoltz adds that these travellers use mobile and social media in the travel inspiration, planning and sharing stages.

4.Regulations for children

Unsurprisingly, South Africa’s new requirements for children under the age of 18 are having an impact on travel out of all markets, including Europe. Charlotte Howell of UK-based Africa and Beyond, says these affect families travelling with children. “People are so put off travelling to SA because of them!”