With an outbound travel market made up of frequent travellers spending six times more than any other region in the world, the Gulf Cooperation Council (GCC) is a lucrative source market that South Africa is positioned to take advantage of.

Speaking during a webinar titled “Unlocking the GCC Market for Southern Africa”, Isabel Tapp, founder and CEO of Dubai-based communications agency All Details outlined what travellers from the region are looking for in destinations.

The GCC comprises six oil-rich nations – including Bahrain, Omar, Saudi Arabia, the United Arab Emirates (UAE) and Qatar – characterised by resident populations with high levels of disposable income.

According to data released by SA Tourism ahead of its visit to Arabian Travel Market last month, over 25 000 visitors from the Middle East made their way to South Africa in 2023 – up by over 60% from 2022.

And while the amount of money spent per trip fluctuated from quarter to quarter in South Africa, it reached a high of R38 200 (€1 870) per person excluding prepaid expenses such as hotels and flights.

With travellers from the region spending 6.5 times more per trip than any other region in the world according to Tapp, they are a highly sought-after market.

South Africa has already introduced visa waivers for Saudi Arabia, Qatar and the UAE. With the country’s winter season aligning up with the June to September period when travellers look to leave the GCC region to escape the heat of summer, South Africa has an opportunity to position itself as a destination of choice.

Targeted distinct markets

Tapp suggested that marketing to the GCC should focus on the two distinct markets in the region, each with different travel styles and needs.

The first market consists of Arab residents of GCC countries, and the second is Western expat populations living in the region. In the UAE and Qatar for instance, expat populations make up 88% of their total populations. In Saudi Arabia, 42% of residents are expats.

Combined, these markets are predicted to spend $176 billion on outbound travel by 2033, completing 158 million outbound trips, with most people travelling multiple times per year.

With a concentration of oil and gas, people living in the region have vast wealth and large amounts of disposable income.

“Due to the high standard of living in the GCC, travellers are more likely to seek luxury accommodation and experiences when they travel,” Tapp pointed out.

For travellers, this luxury includes 24/7 high-level service which matches the service levels they would receive at home. Tapp said that the market additionally expects ease of travel such as airport meet and greets and limousine pickups.

Space and flexibility are also high up on the list of demands — travellers prefer large rooms and open spaces, warm hospitality and a range of activities to suit all age groups.

With several GCC countries starting to develop a high-end foodie culture, gastronomy is also high on travellers’ lists.

“They’re looking for good food, and not necessarily Arabic food. Travellers are very international in their tastes and they do like to experience local cuisine,” Tapp explained.

Nature and weather are also key- with visitors looking to connect with nature and get outdoors post-COVID.

Tapp said that while the peak travel period is in the Summer months, there were also a few other travel “windows” such as the two Eid celebrations observed each year, Christmas, New Year and various national holidays.