South African Tourism’s office in India will begin its annual roadshow next month and is hosting key travel media and trade partners for the upcoming Meetings Africa show, while its biggest marketing campaign kicks off at the end of the month.

“[The fourth quarter] is the busiest quarter for us because this is a deciding period for the Indian consumers for their next destination during holidays,” says SA Tourism Country Manager for India, Hanneli Slabber. “We have to make sure that we are on top of the mind and are present everywhere.”

South African Tourism’s annual roadshow will travel across four cities in India. The roadshow will start in Mumbai on February 2, 2015. Thereafter, the roadshow heads to Ahmedabad on February 4, Bangalore on February 5 and concludes in New Delhi on February 6.

“The roadshow is going to be bigger and better this year with a lot of new South African suppliers, along with the ones who come every year, participating at the multi-city event,” says Slabber. Exhibitors include Franschhoek Wine Valley, Turnberry Boutique Hotel, Gary Kirsten Travel and Tours, Paarl & Wellington Tourism, Cango Wildlife Ranch, Nelson Mandela Bay Tourism, and Double Tree By Hilton Cape Town.

According to Slabber, the office’s biggest marketing campaign, the billboard campaign, is scheduled to start at the end of January. “We have seen a very different way to approach the consumers - talk in their language. India is land of several languages, at every few kilometres you hear people talking in a different language,” says Slabber. She says SA Tourism’s out of home advertising this year will be talking to consumers in their language(s) by describing South Africa in their words. “They will see a direct connection with the destination.”

Simultaneously, SA Tourism will start its TV and digital campaign. “This has been purposely timed together so that the potential traveller does not miss us.”

SA Tourism will also host key travel media and trade partners for the upcoming Meetings Africa trade show, which takes place in Johannesburg from February 23 – 25.

“In addition, we will continue to engage with our travel trade partners for training and charting out some exciting packages and offers for Indian travellers,” says Slabber. “We have also worked upon innovatively designed joint marketing with trade partners to tap our target segments.”

Finally, Slabber says that the winners of SA Tourism India’s biggest consumer outreach initiative, #TakeMeToSouthAfrica, together with Jonty Rhodes were hosted in December 2014. “The journey of these four winners will be showcased on Discovery and TLC this year highlighting varied, fun-filled, adrenaline pumping adventures and experiential holiday offerings available in South Africa for Indian travellers.”