South African Tourism to embark on the 3rd annual roadshow to the Nordic region in 2019

SSouth African Tourism is intensifying its efforts in growing arrivals from the Nordic region and is inviting South African tourism business owners to partner with them on this mission.  

Applications for South African Tourism’s third annual roadshow in October 2019 are now open for product owners, who meet the minimum requirements, for South African Tourism’s roadshow to the Nordic region in October 2019.

Following the successful completion of a consumer research study conducted from June to December 2018, South African Tourism, will now prioritise in-market work focused on consumer insights, while continuing to facilitate business networking with South African product owners (trade). This approach will ensure that trade from the Nordic region are educated on both new and existing South African products and experiences.

“Now armed with and led by clear consumer insights, we are using this roadshow as part of our growing investment in the Nordic region driven by our strategic 5-in-5 goal of getting four million more international tourists and one million more domestic holiday trips by 2021” says Sthembiso Dlamini Chief Operations Officer at South African Tourism.

South African Tourism will continue with the “networks” model of applications for this year, except for Destination Marketing Companies (DMCs) who will follow a different application process. The key objective of the roadshow is to grow arrivals to South Africa from the Nordic region, and this will be done by highlighting South Africa’s variety of tourism products and experiences and thereby convincing the Nordic travel trade that currently sell South Africa that there is still ample opportunity beyond the high price and value packages that have been historically sold.  This will be done in partnership with the South African trade and suppliers participating on the roadshow.

“With the South African government’s renewed commitment to invest in and grow South Africa’s tourism sector, South African Tourism is on an aggressive drive to show trade partners in the Nordic region that South Africa is the destination to package and sell to travellers,” adds Dlamini.

As part of the application process, the South African travel trade will need to develop new itineraries that showcase South Africa for both first time and repeat visitors. The “networks” should comprise of product from across South Africa and as part of their application, they must showcase itineraries in accordance with key experience pillars that South African Tourism markets globally. Namely:  Active Adventure, City lifestyle, Coastal Beach, Cultural Roots, Scenic Outdoors and Wildlife Safari.

The roadshow will take place from 13 – 25 October 2019, and will cover 7 cities in the Nordic region, namely Stockholm, Gothenburg, Trondheim, Oslo, Helsinki, Aarhus and Copenhagen.

“Transformation, inclusive growth and partnerships are key to us at South African Tourism. We are therefore looking forward to collaborating with the various tourism business owners so that we can showcase our warm people, our variety and the authenticity of our quality assured South African experiences and product,” concludes Dlamini.

Full program, costs and process for application, scoring criteria and application forms are available here: https://www.southafrica.net/gl/en/trade/page/nordics-roadshow-2019

All applications are to be received by no later than Monday 29 July 2019 and queries and questions can be emailed to Abby Swartz, Marketing and Promotions Manager: Nordic Region on abby@southafrica.net.

For media enquiries, please contact:

Altaaf Kazi at South African Tourism

Tel: +27 11 895-3046

Email: altaaf@southafrica.net OR mediaq@southafrica.net

Website www.southafrica.net

Note to editors:

About South African Tourism

South African Tourism is the national tourism agency responsible for the marketing of

South Africa as a preferred tourist destination.