Australia is a key tourism market for South Africa but in a highly competitive market, how are they going to encourage more Aussies to visit? Traveltalk’s Jon Underwood caught up with Darryl Erasmus, Chief Operating Officer of South African Tourism, to find out.
Some 100,000 Australians made the trip to South Africa last year. While that’s an impressive number, they want to do better.
Darryl Erasmus has been brought in to help make it happen.
Mr Erasmus has just re-joined South African Tourism (SAT) as their Chief Operating Officer. In a wide-ranging interview at Sun City, he discussed connectivity, security, the importance of travel agents and specifically, SAT’s plans for the Australian market.
“The important thing is that the Australian market typically stay longer and they spend a bit more. That investment in South Africa is what we’re looking for, because that’s what drives economic growth, that’s what drives job creation,” he told Traveltalk.
“Are we at where pre-COVID numbers were? No, not yet. Will we get there this year? I’m absolutely confident we will.”
Darryl Erasmus, COO South African Tourism
As part of their tourism plans, SAT has invited more than 100 travel agents, wholesalers and media to visit South Africa and experience firsthand what the country has to offer, ending with a two-day conference at Sun City.
Mr Erasmus said that “boots on the ground” knowledge was vital to help advisors sell South Africa to their clients and revealed the initiative would be repeated.
“It’s easier to give advice and encourage people to see specific things or to visit specific places when you’ve actually seen it and experienced it yourself. That’s exactly what this initiative is about.
“This kind of participation and collaboration is hugely important for us and it’s something we are definitely going to do more of going forward, not just in Australia but as a global exercise from a trade engagement perspective.”
On the back of that statement, the new COO also threw his weight behind advisors as the best way to book overseas travel.
“It’s just about understanding the value of the experience, the knowledge and the support that a travel agent provides.
“That’s exactly why we’ve held this event for the second year. If you have an intrinsic knowledge of what to do in South Africa, it’s so much easier for you to close that sale and we want that to be the case for these travel agents when they go back home.”
The resumption of flights from Perth to Johannesburg by South African Airways after a five-year hiatus has helped connectivity issues but Mr Erasmus hopes more can be done to better access his country.
“We’re at the bottom tip of Africa, so we’re quite inaccessible in terms of global connectivity as a long-haul destination. The more airlines we have connected, both regionally and with global airlines into South Africa, the more accessible we’ll become.
“There’s a very specific focus on air access looking forward in terms of how we develop route networks coming in and out of South Africa, and not just Johannesburg, Cape Town, Durban and other key airports.”
The COO confirmed that the South African government was heavily invested in promoting and encouraging tourism and that assuming the G20 Presidency would give the country a chance to shine on the world stage.
“We just had the State of the Nation address from President Ramaphosa who accentuated again the importance of tourism as an economic driver and as a job creator.
“We (SAT) have the support of our government in terms of growing tourism and unlocking as far as possible any barriers that there might be to growing tourism as a sector.”
One of these potential barriers is the security issue which has dogged the image of South Africa for many years. Yet Mr Erasmus said Aussies shouldn’t feel unsafe coming to his country,
“The importance of an initiative like this is about giving context and accurate and transparent information. South Africa is not an unsafe destination.
“When you’re travelling, you need to be vigilant but also have access to information. South African Tourism and the government are committed to sharing accurate information in an open and transparent way that helps people allay fears about their safety when they’re coming to South Africa.”
A program called Tourism Monitors has seen unemployed young people engaged to act as safety monitors in tourism hotspots.
“We understand that there is that negative perception and the government is absolutely committed to changing that perception.”
Traveltalk asked Mr Erasmus about recent press reports concerning SAT, with the CEO and board members resigning over a controversial deal with an English football team.
“I think it’s important to acknowledge that what you’ve read in the press has given South African Tourism potentially some bad press, some negative publicity.
“The important thing also to mention is that the Executive team are absolutely committed to changing that perception and are absolutely committed to rectifying the reasons and the underlying causes for the situation we find ourselves in.
“We’ve already started to make some bold moves internally and that’s absolutely to set us on a different path, but one which will still have the same mission and that is to deliver tourism to South Africa that changes the lives of people, creates jobs and impacts the economy positively.”
Despite any potential issues, South Africa is still regarded as a bucket list destination so the COO was asked what sets the country apart as a tourist must-visit. He was quick to identify the spirit of its people.
“There’s a feeling to South Africa and you see that feeling when you engage with the people. You see it in their eyes, the sparkle in the eyes, and you see it in their smile.
“And that comes from the vast diversity of our people, our diverse culture, our diverse heritage, the diversity of the product and the scenic beauty we treasure in South Africa.”
