By: Sello Theletsane
Plans are at an advanced stage to merge SA’s official marketing agency, Brand SA, and SA Tourism, the national tourism agency responsible for marketing South Africa as a destination internationally and domestically. This was revealed on Thursday by Tourism Minister Lindiwe Sisulu.
Addressing a media briefing at SA Tourism offices in Sandton, Sisulu said her department had approached the Presidency, to whom Brand SA reports through the Government Communication and Information System (GCIS) about the possibility of merging the two entities as some of their functions were similar. “ The Presidency welcomed the idea and I’m glad to inform you that the matter is now at Cabinet level for finalization,”
At the same briefing, Sisulu presented the tourism performance for the first half of 2022. “We are doing well after lockdown and we have recovered. The sector has done incredibly well and has made significant strides towards recovery and it would be amiss of us not to share this good news, “ said Sisulu.
She said South Africa was optimistic about its tourism prospects, following the total rescinding of the Covid-19 restrictive regulations and lockdowns in June 2022. “As Government, we are confident that we made the right call, as shown in the continued downward trajectory of the Covid-19 statistics, while vaccination numbers are growing, steadily. We are poised for a tremendous bounce back and positive growth, as a sector. Our mood is buoyant because we know the resilient nature of our people who drive the tourism industry.”
Sisulu said the biggest driver of domestic travel in the first six months of 2022 was the easing of Covid-19 travel restrictions. “In the first quarter of 2021, South Africa was on adjusted alert level 3, with the closure of beaches including other restrictions which impacted the movement and gathering of people. The ease and removal of travel bans have released a pent-up demand for travel locally and across Provinces, to beaches and the mountains, connecting with family and friends and socialising.”
Sisulu said between January and June 2022, 15,2 million domestic trips were taken. She added that this was a major win for the tourism sector, as this is higher than pre-pandemic levels, indicating that South Africa’s domestic tourism sector also experienced the revenge travel trend.
“Furthermore, the share of holiday trips has increased by 23,8% compared with the same period in 2021. Additionally, the average spend per trip has increased by 28,6% meaning South Africans saved their travel money during lockdown travel restrictions to take that one trip they have been looking forward to for almost two years. On average South Africans spend R 2,850 on their domestic trips. Many of our small tourism businesses that struggled during the travel restrictions benefitted from this direct spend.”
Sisulu said international arrivals were still 54% below 2019 levels. “Yet, there has been a steady improvement from January to June 2022. In the first half of the year, Europe was the best performing region, despite security concerns mounting due to the conflict in Ukraine. The Americas are the second-best performing region, this market is slowly making its way back to pre-pandemic levels, performing at minus 40% below 2019 levels. Recovery in Asia and the Pacific is much slower, due to border closures and strict travel policies.”
Sisulu revealed that the total arrivals for January to June 2022 were 2,285,746 and this was a 147% increase from January to June of 2021. “The biggest market in terms of absolute numbers was the African Land markets; these markets had a 109% increase in arrivals compared to the same period in 2021. The Africa Air markets brought in 1,634,244 arrivals.”
“So far in 2022, Zimbabwe accounted for most arrivals to South Africa. Mozambique tailed closely in second place, shadowed by Lesotho in third place. Arrivals from the Americas increased by 331% and represented 128,991 arrivals.”
Sisulu said Europe had the most considerable percentage increase in arrivals of 563%. The total number of European arrivals from January to June 2022 was 356,352. “Nevertheless, African Land arrivals still account for the bulk of arrivals to South Africa. Europe is the second biggest region for arrivals this year, followed by the Americas.”
“The top countries that drove growth between January and June 2021 and 2022 were Lesotho, Mozambique, and the United Kingdom (UK). The UK was the largest overseas market, followed by the United States of America (USA) and Germany. In other words, the region that drove the growth in arrivals between 2021 and 2022 was predominantly African land. The second most significant region for growth was Europe and then the Americas.”
“The future for our tourism and hospitality sector looks even brighter. In August, forward bookings increased by 328% (85,960). Between August to October, there was an impressive 287% (187,667) increase in bookings. For August to January 2023, there was a 227% (294,220) increase in bookings. This is a new emerging trend, as we are seeing that international tourists are now booking further in advance for their future travel.”
“As a destination of choice for 15 million visitors annually, we can safely say we guarantee happiness for all. South Africa offers the perfect leisure and pleasure tourism experiences, and you will agree with me that no other tourism destination offers our people warmth and legendary smiles coupled with clear skies and bright sun rays,” said Sisulu.
