DMC Sense of Africa is expanding its presence in the South American market through a new collaboration with Brazilian outbound operator Diversa Tourism. The partnership, under the new brand “Diversa by Sense of Africa”, aims to capitalise on direct flights between South Africa and Brazil, which resumed last year.

“This is one continent where Sense of Africa has not had an established source market. We have always supported a multi-source market strategy and we are encouraged by the market’s quick recovery,” said Suzanne Benadie, Sales Director for Sense of Africa South Africa.

The new partnership also renews Sense of Africa’s relationship with the Diversa brand and its parent company, the Arbo Group. Benadie noted the timing is ideal due to the recently re-established flight routes.

Direct flights by South African Airways and LATAM Airlines have boosted tourism from South America. According to data from Statistics South Africa, arrivals from Brazil increased by 164% year-on-year between January and August 2024 – 32 506 arrivals make Brazil South Africa’s seventh-largest overseas source market during the period.

As part of the collaboration, Sense of Africa has provided destination updates and product training to Diversa’s team in São Paulo. The DMC also co-hosted a trade show in the Brazilian city that attracted 300 travel agents, featuring brands such as Drifters Adventure Tours and aha Hotels and Lodges.

Two familiarisation trips before the event explored Johannesburg, Limpopo, Mpumalanga and Cape Town.

“South Africa offers Brazilians a lot of what they love: wine, food, music, culture and local shopping combined with higher-end properties and activities,” Benadie said.

“It is vital that we succeed, primarily, in showcasing South Africa to endorse the need for more regional spread, connecting flights to neighbouring countries and better air access in the rest of Africa.”