South Africa is in the closing stages of formulating a nationally coordinated strategy to drive air connectivity with key international markets – a critical initiative for the country to reach its target of attracting 15 million annual arrivals by 2030.

The National Route Development Marketing Plan (NRDMP) – approved by Cabinet in December last year – aims to foster route development through joint marketing and promotion initiatives between the public and private sectors.

The Department of Tourism and South African Tourism presented the NRDMP to Parliament’s Portfolio Committee on Tourism on March 18. Southern Africa’s airline associations presented additional inputs this week.

South African Tourism CEO Nombulelo Guliwe said the NRDMP will initially focus on markets such as China and India with additional emphasis on major markets that lack direct access to South Africa – including Canada, Ireland, Italy, Japan and Spain.

“Activation of the plan includes route launch marketing aimed at achieving affordability and joint marketing efforts with participating airlines to stimulate and sustain the South African and international markets,” Guliwe explained.

Guliwe said this will be achieved through the development of “world-class” business cases to showcase route profitability to airlines, marketing incentives to attract and retain carriers, and alignment of provincial air access programmes with national objectives.

South African Tourism has been allocated R6.5 million (€330 000) to guide the strategy over the first 18 months in collaboration with the Department of Transport and the Department of Tourism, Airports Company South Africa, aviation authorities and private-sector partners. Guliwe said a reputable company will be appointed by March 29 to deliver the project.

Private sector on board

Private-sector tourism and aviation stakeholders have expressed their support for the initiative.

SATSA CEO David Frost said a coordinated, strategic approach will enhance the country’s global competitiveness, attract new airline partners and ensure sustainable connectivity.

“SATSA has consistently advocated for air access as a cornerstone of tourism growth. Expanding access to untapped growth markets, internationally and regionally, is essential to diversifying our tourism economy and driving demand to lesser-known destinations or areas that may be hamstrung by higher flights costs or lack of air connectivity.”

Frost said the provincial Cape Town Air Access programme has set a strong precedent for what could be achieved. He pointed out that focused action has translated into Cape Town International Airport attracting a record three million two-way passengers in 2024.

“Public-private sector collaboration is not optional – it is essential to aligning air access development with broader tourism strategies and ensuring sustained growth,” said Frost.

George Mothema, CEO of the Board of Airline Representatives of South Africa, said strategic, data-informed planning, aviation policy stability and consistent infrastructure development will be critical for the plan’s success.

“A clear framework, guided by demand potential, tourism strategy and infrastructure readiness, can assist in expanding access to traditional and emerging markets.”

South Africa’s competitiveness remains hampered by infrastructure constraints at regional airports, lack of coordination between key departments and agencies, intermittent jet fuel availability and ongoing struggles with Air Traffic Navigation Services, he added.

“South Africa remains a desirable destination with strong long-term potential. However, airlines evaluate a range of factors when considering new routes, including cost structures, operational reliability and regulatory certainty. A predictable and well-coordinated policy and operational environment strengthens the country’s overall attractiveness for future route expansion.”

In his presentation to the Portfolio Committee on March 25, Mothema said South African Airways is in discussions with Indian airline IndiGo to introduce direct flights between Mumbai and Delhi and Johannesburg and Cape Town.