South Africa’s highly anticipated Summer Campaign was launched in the Eastern Cape yesterday (Tuesday, September 19) by Minister of Tourism, Patricia de Lille.
“It brings me great joy to be in the Eastern Cape, a stunning province largely unexplored by tourists. Our decision to bring the launch of the summer campaign here is intentional – we are committed to highlighting the less-visited provinces and regions of our country,” said the Minister.
“We do this to shift the spotlight to every corner of our nation because tourism brings immense benefits to host communities and thus we want these benefits to be felt in even the most remote areas. All our provinces have the most amazing hidden gems and we are on a mission to highlight these hidden gems and showcase them to all of South Africa and the world.”
This year, the North West province was selected as the host province for Tourism Month and World Tourism Day (September 27) activities.
“As we all welcome the peak tourism summer season we must showcase the unexplored beauty and hidden treasures that await discovery. We couldn’t have chosen a better province to do this than the province so rich in history and unparalleled beauty,” De Lille highlighted.
She pointed out that what set the Eastern Cape apart was its unique offering of the Big 7 – a roster that includes lions, leopards, rhinos, elephants, buffalos, Southern Right whales, and Great White sharks.
Summer campaign objectives
“As we kick off this summer campaign today, our message is clear: South Africa offers a treasure trove of experiences suitable for all types of travellers. Whether a local looking to explore their own country without straining their budget or an international adventurer seeking new memories, we’ve got them covered,” said the Minister.
She noted that, in the most successful tourism destinations worldwide, the domestic market was the bedrock of the tourism industry.
“During the height of the COVID-19 pandemic, when international travel faced severe restrictions due to global travel bans, the tourism sector leaned heavily on domestic tourism to sustain itself.”
In the first half of 2023, South Africans took 18.8 million domestic overnight trips, up 23.4% compared with the first half of 2022. Overnight spending was also up by 21.2% to reach R52.2 billion (€285m).
South Africans spent 65.7 million nights away from home and this was up 24.4% when compared with the first half of 2022.
“Like with all our campaigns, we want to use the summer campaign to further foster a culture of travel among South Africans,” related De Lille.
Inbound travel’s ‘robust comeback’
International travel is also making a robust comeback, with promising statistics reported by StatsSA.
From January to July 2023, a total of 4.8 million international tourists arrived in South Africa, signifying a remarkable 70.6% surge compared with the same period in 2022.
While this resurgence is undoubtedly encouraging, it’s important to note that these figures still lag behind the pre-pandemic levels of 2019 by a 19.0% shortfall.
De Lille added, however, that these figures were encouraging. “Within the 4.8 million arrivals, the African region has the biggest share, while Europe played a significant role, contributing 14.3% (equivalent to 682 828) of the total tourists.
“This reflects a substantial 61.5% increase compared with the corresponding period in 2022,” she said.
Among European nations, the United Kingdom remains a pivotal source market for South Africa’s international tourism.
A total of 204 885 UK tourists visited South Africa during this period, registering a “remarkable” 45.7% growth compared with previous years.
Germany also exhibited strong growth, with 132,302 German tourists arriving, constituting a 73.3% increase in arrivals.
Similarly, the Netherlands sent 68 421 visitors, a 60% rise.
“These statistics indicate a promising trajectory for international travel, suggesting a steady resurgence and a hopeful return to pre-pandemic levels,” De Lille said.
