The Latin American market tends to travel in July and between December and March, spending roughly 10 days on holiday. Tessa Reed spoke to the trade about what these travellers look for on a holiday to Southern Africa.

Cape Town and Kruger itineraries are dominant in most Latin American markets. “Their classic programme still remains bush and Cape Town,” says Peter-John Mitrovich, CEO of Grosvenor Tours. Gustavo Palermo of Argentina-based Crown Travel agrees, saying that Cape Town, the Garden Route and a safari tend to make up itineraries from the Argentinian market. He adds that the high-end market tends to opt for private reserves over national parks.

While Kruger is a firm favourite with independent self-drive travellers and guided set itinerary travellers, Allan Falck, Executive Director and co-owner of Argentina-based Sundance Spirit, points out that families with children are often reluctant to expose their youngsters to anti-malaria medication. “Families tend to consider a safari in the Eastern Cape, Pilanesberg and Madikwe by virtue of those regions being ‘malaria-free’ zones,” he says. “Sun City and Pilanesberg also rate highly as requested inclusions, especially for the family market, given the activities, water-park, entertainment and nearby Pilanesberg National Park.”

Palermo also points out that Argentinians often choose the Eastern Cape or KwaZulu Natal for a beach experience, although many will chose to combine SA with an Indian Ocean Island. Victoria Falls is also a popular extension, he says. Legacy Global Sales Agent in South America, Alex Miller, also points out that travellers from Argentina, Uruguay and Chile find South African beaches much more attractive than do Brazilian travellers, who are used to very warm seas.

Miller says Brazilians tend to stay six to nine nights in South Africa and prefer an extension to the Indian Ocean islands’ warm waters to come back home relaxed and tanned. She says their actual stay in South Africa is rather short. “Argentinians, Uruguayans and Chileans will happily stay longer in South Africa, take the whole family, and enjoy their beach time in Plett and Jeffrey’s Bay.”

Miller says Argentinians and Chileans have traditionally chosen South Africa to travel with their families. “They enjoy a touch of adventure, such as an upmarket tented camp. They book an apartment in Cape Town for longer stays. They like ‘active days’ full of emotion, canopy tours, abseiling, canoes, trekking and surfing.”

Likewise, Rina Cilliers, GM Sales, Marketing & Reservations at Legend Lodges says safari, adventure and sports are popular with the Latin American market. Tatiana Isler, SA Tourism Representative in Brazil, also points out that adventure tourism is a growing niche out of the Brazilian market. She says these travellers look for adventure activities along SA’s Panorama Route as well as hiking in Cape Town.

Falck says Cape Town can command a three- to five-night stay on 14-day itineraries from Argentina. The Garden Route is also popular with the Argentinian market, either as a self-drive extension or on a guided tour. “A very high proportion of travellers from Argentina, Chile and Uruguay will include Cape Town, on to Knysna for one or two nights, Plettenberg Bay for one or two nights, then north to Port Elizabeth and beyond, heading to a private game reserve,” says Falck.

Alessandra Allemann, Sales & Marketing Director at Welcome Tourism Services, points out that in addition to Kruger and Cape Town, the Latin American market enjoys night life and shopping. Miller agrees: “South Americans love shopping, vibrant restaurants and nightlife. Isler also says nightlife is important to the Brazilian market, who enjoy live music. According to her, Johannesburg, and specifically Maboneng, is becoming increasingly attractive to this market.

Miller adds that eating well is very important to this market. “More people are considering gourmet and wine experiences as an important part of their holiday. We have seen tour operators targeting this niche with special functions in Brazil and Peru. Specialised magazines and bloggers constantly feed their followers with suggestions and tips.”

Mitrovich and Miller point out that shopping is also a crucial part of trips for this market. Says Velma Corcoran, Executive Marketing Manager, Cape Town Tourism: “There is real potential for Cape Town to market food and wine tourism, honeymoon packages, adventure holidays, and shopping.”

Miller says new inexperienced travellers will favour group departures with Spanish- or Portuguese-speaking guides. “Argentinian families and honeymooners are by far the most adventurous; they will go for self-drive holidays, staying longer in South Africa and exploring more regions for the same amount of money.” Palermo also points out that the self-drive market out of Argentina is significant, adding that families often look for apartments.

According to Miller, Argentinians will self-drive in South Africa, exploring Mpumalanga, KwaZulu Natal and several regions that are not yet visited by other South Americans. “They can easily spend four nights game viewing and enjoy small tented camps that other nationalities avoid.” However, she points out that to recapture this market, flights are needed.