South Africa Reports Record Visitors from U.S. in 2011
(Dive Travel Business News - May 4, 2012) -- South African Tourism North America said 2011 was a record-breaking year of tourist arrivals from the U.S. following a breakthrough year with FIFA World Cup that made history in South Africa. With a year-on-year increase of 1.9 percent, representing 287,614 travelers from the U.S., and a total increase of 23.2 percent in the last two years during one of the toughest economic times is proof of the resiliency of the destination.
South African Tourism attributes positive and sustainable growth numbers to concerted efforts by partners in both trade and consumer marketing that always stressed value for money. Major investments in integrated marketing platforms in 2011 parlayed mass-level consumer awareness including media partnerships with the New York Times Travel Show, the Los Angeles Times Travel Show, National Geographic & Whole Foods experience, as well interactive social media programs.
“2011 marks a pivotal year for our destination, it was a litmus test to show whether or not South Africa could sustain the dramatic growth sparked by FIFA World Cup,” said Sthu Zungu, president of South African Tourism North America. “Our destination is proving to be a sought-after destination, capturing the interests of many would-be visitors with our diverse experiences, more than just safari. It’s a strong indication for future growth in arrivals from North America.”
New integrated marketing campaigns including “20 Experiences in 10 Days with Jeff and Erica” and “What’s your Big Five?” are expected to propel and compound greater consumer interest and ultimately conversions in the U.S. market this year. These campaigns showcase the diverse experiences of South Africa, to help deconstruct the destination, making it more approachable and appealing to a wider audience. Details for these programs will be unveiled this quarter.
For more information on South Africa, visit South Africa.
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