South African Tourism is on a mission to expand its reach in the Indian market, specifically targeting the burgeoning tourism sector in India’s tier-2 and tier-3 cities. The organization has relaunched its ‘Learn South Africa’ program for the 10th year, aiming to draw 100,000 visitors from India by the year’s end. This program is designed to provide crucial training and education to travel partners, empowering them to effectively promote South Africa’s diverse offerings.
The ‘Learn South Africa’ initiative is not simply about attracting more tourists; it’s about showcasing the vast potential of South Africa beyond the well-known destinations of Johannesburg and Cape Town. Recognizing the increasing travel expenditure from India’s emerging markets, South African Tourism has made India one of its top three focus markets. The 3-city workshop series, kicking off in Chandigarh on September 27th, will then move to Nagpur on November 8th, and conclude in Kochi on December 13th. This strategic approach allows the tourism board to directly engage with travel professionals in these key regions, providing them with valuable insights and resources.
Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East, South African Tourism, expressed enthusiasm about the program’s expansion, stating, “We are thrilled to bring the 10th edition of “Learn South Africa” to India, marking a significant milestone for us. At South African Tourism, our mission is to welcome an increasing number of Indian travellers to the Rainbow Nation each year, which also means expanding our reach into new target markets. This year, we are extending our flagship training program to tier-2 and tier-3 cities of India with appearances at Chandigarh, Nagpur, and Kochi, empowering our travel trade partners in these regions. By highlighting South Africa’s diverse offerings beyond Cape Town and Johannesburg, we aim to equip our trade partners with knowledge and expertise in crafting unique and memorable itineraries while also encouraging Indian travellers to explore lesser-known provinces of South Africa”.
The workshops will delve into strategies for crafting unique itineraries, focusing on showcasing lesser-known destinations such as Mpumalanga, Free State, and Limpopo, aligning with South African Tourism’s commitment to promoting an equitable distribution of visitors throughout the country. This program is set to train over 600 travel partners across the three cities, bolstering the tourism board’s already extensive network in India. ‘Learn South Africa’ is one of three major initiatives launched this year, alongside the Corporate Think Tank and the Annual India Roadshow 2024, demonstrating South African Tourism’s dedication to engaging with and supporting the Indian market.
