As travel professionals, we have a responsibility to look beyond what’s familiar and easy to sell. I’m not suggesting we abandon icons like Cape Town, Kruger National Park or the Garden Route – they’re iconic for good reason. But we risk turning South Africa into a one-time destination if we keep offering only the “greatest hits”.
The tourism imbalance is reflected in a SATSA review with DMCs estimating as much as 76% of inbound tourism business is concentrated in the Western Cape and Kruger National Park regions.
There’s immense power in shifting focus to the unexplored corners of this country – the lesser-known reserves, small towns, cultural pockets and remote coastlines that tell stories just as compelling as our most famous landmarks. Not only does this encourage deeper, repeat travel, it also spreads the benefits of tourism more equitably and sustainably. A Facebook group, “Small Town South Africa”, started by Ron Mackenzie of The Safari Guys, is also trying to encourage this shifting focus by its growing membership and follower participation.
Let’s not fall into the over-tourism trap of selling what has always been sold. Let’s get creative. Let’s get curious. And let’s prove to the world – and to ourselves – that South Africa is not a country to tick off a bucket list. It’s a country to return to, to rediscover and to keep exploring.
We need to see more diversity in what is being offered to our inbound market to ensure a sustainable tourism model. By combining these iconic destinations with those off-the-beaten-track gems, we truly get to showcase our beautiful country. Our transport infrastructure allows for seamless access to a richness of wildlife, community, culture and many extraordinary conservation visions.
Often, accessibility issues affect travel professionals booking certain provinces. However, there are lodges that are reducing this “obstacle” by simplifying access – one is Samara Karoo Reserve – by providing complimentary flights from Johannesburg and Cape Town, and transfers to and from the reserve from Port Elizabeth (Gqeberha) airport. This affords access that is simple, seamless and combines impeccably with other tourism destinations in South Africa.
South Africa is endowed with an abundance of experiences – many of which share familiar themes. As dedicated advocates for growing tourism in the country, it is our responsibility to go beyond the usual and showcase the full spectrum of what South Africa has to offer. By broadening the narrative and highlighting lesser-known experiences, we can better reflect the country’s rich diversity and deepen its appeal to a wider audience.
