The South African Tourism Board have signed a Memory of Understanding (MoU) with Dubai’ carrier Emirates, that aims to enhance visitor arrivals and inbound traffic to South Africa from key markets across the Emirates network.
The focus of the agreement is that Emirates will look into ways to promote South Africa and encourage travellers to visit the country’s many attractions throughout its network of over 130 locations.
The South African Tourism Board will also collaborate closely with Emirates to assist travel trade partners and tour operators across the airline’s network in developing and promoting itineraries, introducing special packages and promotional giveaways, and encouraging incentives, among other marketing initiatives.
The two organizations will collaborate on combined advertising and marketing efforts, as well as familiarisation programmes for tourism industry and media professionals in South Africa. Emirates will also support the transport of South African Tourism’s marketing collaterals to select destinations in its network.
Minister Lindiwe Sisulu said that the aim was to continually ensure ease of access into South Africa for Middle Eastern travellers.
“This collaboration will assist us in elevating our trade efforts; in terms of packaging the destination. We look forward to welcoming more travellers from the Middle East, to experience the various quality assured products and experiences that cater for this market, including; family friendly accommodation establishments and activities, a diverse offering of cuisine as well as wildlife and safari,” Minister Sisulu said.
Acting CEO of SAT, Themba Khumalo, stated that the Middle East was a critical market for South Africa.
“This partnership will be very instrumental in ensuring ease of access to and from South Africa for travellers from this region. This will increase direct airlift, making room for more travellers, and as our tourism sector recovers we look forward to welcoming more visitors from the Middle East,” he said.
Emirates has 26 weekly flights to South Africa, including double daily services to Johannesburg, daily flights to Cape Town, and five weekly flights to Durban. the airline has been serving South Africa for 27 years, connecting around 20 million passengers to and from South Africa, Dubai, and beyond through its worldwide network.