Rising in popularity as a hub for adventure, leisure and business travel, Africa’s tourism industry is adopting initiatives to further entice the global traveller. Tatiana Tsierkezou investigates.
Globetrotters are in their element when visiting culture-infused Africa – a continent with so much diversity and eclecticism, that a single visit does not suffice or do it justice. From Kenya, to South Africa, Botswana and Zimbabwe, with numerous other destinations to choose from, travellers are spoilt for choice in terms of options, and the adventure opportunities are limitless.
Thus, with the destination’s ever-developing tourism product comes a demand from both corporate travellers and holidaymakers, as stated by vice president of operations – Africa and Indian Ocean, Hilton Worldwide, Jan Van Der Putten: “Africa is a firm favourite amongst international travellers after business and leisure travel. It is rich in cultural heritage and diversity, offers breath taking tourist attractions showcasing indigenous fauna and flora, as well as friendly locals. The weak Rand also positions the country as a value stay with welcoming weather all year round.”
With this in mind, TTG sought to uncover some of the latest developments boosting this destination’s tourism industry.
Speaking exclusively and referring to the MENA market specifically, domestic and international sales and marketing, Aquila Private Game Reserve, Chelsea Pharo explained that with the introduction of more direct flights between the Middle East, South Africa has become an accessible destination, especially for those conducting business.
“Cape Town is home to mega event venues, such as the Cape Town International Convention Centre and the magnificent Greenpoint Stadium, which is ideal for hosting small and large business events, conferences, sporting events and concerts. Africa hosts a large variety of different cultures and tours that can meet the needs of incentive groups, that are always looking for a different experience than the everyday incentive options available to them.”
Pharo added that these event venues are surrounded by four- and five-star properties ideal for business and leisure travellers alike, while day trips and overnight tour options such as Big 5 safari tours, cultural tours, winelands tours and bush experiences, among others, are readily available for lei-sure and business travellers to guarantee a memorable stay.
With demand growing, Aquila Private Game Reserve has enhanced its product in order to further stimulate visitor numbers with 44 new rooms and a blissful Tranquila Spa.
Moving on, general manager, Four Seasons Johannesburg, Sebastien Carre shared that more and more international tourists are opting to visit Johannesburg, either pre- or post-safari, to explore the city.
“Joburg has evolved immensely in recent times to become one of the world’s most inspiring, cool cities. The weak Rand has somewhat of a positive effect on our inbound tourism industry as it makes travelling to South Africa at the current exchange rates much more affordable for international travellers. The decline of the Rand against major currencies, such as the Euro, British Pound and US Dollar makes it cheaper for British, American, Middle Eastern and European travellers to book holidays in South Africa,” Carre explained.
He further enlightened TTG by sharing that South Africa has plans in the pipeline to enhance its tourism sector by allowing travellers to move more freely and efficiently, with measures including e-visas, regional visa schemes (for the domestic market) and visa waiver programmes between key source markets.
“Tourism service excellence standards have also been devised and implemented by the South Africa Bureau of Standards and the National Department of Tourism that can be used as a benchmarking tool in relation to world class standards. The National Conventions Bureau will also help South Africa secure more business tourism in terms of international conferences, which is an excellent source of foreign tourists,” Carre declared.
Also recognising a rise in international travellers is Legend Hospitality Group, a company that comprises of safari and country lodges, coastal hotels, cultural villages and more in South Africa, Mozambique and Botswana.
The Group’s managing director, Mart Cilliers shared: “We have certainly seen an increase in international travellers to our properties, who visit for the different experiences we have to offer, ranging from safaris, unique golfing experiences, beach destinations and cultural experiences, just to name a few.
“We have also seen an increase in the demand for family and leisure travel, which we cater for at all eight of our properties, including an increase in the demand for adventure travel, which we also cater for.”
In terms of initiatives to stimulate visitor numbers, Cilliers shared that Legend Hospitality Group works closely with Limpopo Tourism to help market and boost the province as a tourism destination.
“We recently hosted the annual Telkom SuperSport Shootout event at Legend Golf and Safari Resort, which definitely helped to boost golf and safari as tourist attractions to Limpopo, and Limpopo Tourism supported this event,” he said.
LIMITLESS OPTIONS
With the African continent encompassing such a vast array of options, destinations within are striving to refine their products to better welcome tourists from all four corners of the globe. One such destination, Botswana, lends itself as an ideal leisure destination, especially for those travelling from MENA, according to marketing executive, Sense of Africa – Botswana, Harriet Floyd.
“People visit Botswana for luxury, exclusive lodges in some of the last remaining unspoilt wildernesses in the world. The country has an incredible dedication to conservation, with one-third of it set aside for national parks or game reserves. Tourism in Botswana is focused on high value, low impact ensuring ultimate exclusivity,” she commented to TTG.
“Those from the Middle East will find it to be the ideal choice for luxury accommodation, impeccable service and some of the world’s most breath taking scenery and wildlife.”
Throughout 2016, Floyd shared that Sense of Africa – Botswana will continue to promote the destination and is keen on attracting all markets looking for a luxury travel destination.
Meanwhile, Sense of East Africa – Tanzania, Kenya and Uganda shared with TTG that although East Africa has suffered in recent years, 2016 has proven more successful. Sharing the group’s plans for the rest of 2016 was managing director, Martin Cook: “For Sense of East Africa it is now all about winning and delivering on every enquiry, driving new products and developments, for example, the recently designed tour combination that links Cape Town with the Masai Mara following Kenya Airways commencing this new routing via Livingstone.”
Referring to the Middle East market, Cook noted: “East Africa is already catering to the Middle Eastern market. We are fortunate that we can deliver totally bespoke travel, be that the exclusive use of a lodge – often they travel with friends and family – privacy and luxury. Food and tastes also are well catered to due to East Africa’s past heritage with the Middle East.”
Also eager to cater to Middle Eastern and other international travellers, Zimbabwe is working to make the most of its fruitful tourism offering. General manager, Wild Africa Zimbabwe, Laura Dacomb spoke to TTG: “Tourism is one of Zimbabwe’s biggest exports and so the government and tourism entities are keen to continue to promote the country. The KAZA visa, offering unlimited entry to Zimbabwe and Zambia was a great success and will be extended, while the government opened up the ‘visa on arrival’ to a number of countries which previously had to apply in advance – such as India.”
Dacomb shared that Zimbabwe recently introduced a new international airport, and although the facility is not receiving international flights as yet, it is poised to do so in the foreseeable future.
“Zimbabwe has developed well as a value for money family destination, with a mix of safari, adrenaline and adventure and beautiful scenery. Self-drive safaris are also on the increase,” she added.
Those yearning for quality accommodation and service in Zimbabwe can make the most of several freshly opened upmarket Lodges including Linkwasha Camp in Hwange and Zambezi Sands Lodge close to Victoria Falls, among many others.
CHAIN DEVELOPMENTS
Finally, Africa has recently been embracing huge hospitality names that have noticed the great potential that this continent possesses.
Less than two years ago, Dusit International inaugurated its first hotel in Africa, the dusitD2 Nairobi in Kenya. Speaking to TTG, assistant vice president development – EMEA, Dusit International, Andrew Shaw said: “We see continuous strong and repeat demand from our guests at the dusitD2 Nairobi, who enjoy our niche concept, and regularly enquire if we have additional properties within Africa.
“We have signed a Dusit Thani in Nairobi, and we aim to grow and solidify our presence further via management contracts within Kenya (the National Parks and East Coast), and also expand into new destinations, in particular Ethiopia (Addis Ababa), South Africa, Tanzania (Dar es Salaam), Mozambique (Maputo), Uganda (Kampala), Rwanda (Kigali) and Zambia (Lusaka),” added Shaw.
Meanwhile, Hilton Worldwide is also keen on bolstering its African footprint, with 9,424 rooms across 38 hotels spanning both Africa and North Africa. Emphasising Hilton’s commitment to the continent, Van Der Putten declared: “There is great potential in key markets across the continent. Hilton Worldwide currently has 38 hotels in its development pipeline, and an existing portfolio of 39 open hotels across the continent.
“This will see us double in size in Africa throughout the next few years as we expand our footprint across the continent and add locations in both new and existing countries,” he added.
Hilton Worldwide recently inaugurated a Hilton hotel in N’djamena in Chad, while its Hilton Garden Inn brand will continue its African growth with upcoming openings confirmed for countries including Botswana, Ghana, Kenya, Namibia and Swaziland, among others.
Brimming with natural charm and unforgettable activities, Africa is overtaking traditional holiday destinations, promising those who touch down on its ground something extra special.
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