1. FEBRUARY 18, 2016 | travelcourier.ca 13
COVER STORY | SOUTH AFRICA
“There’s great buzz around it, there’s great
value for money – the Canadian dollar is
pacing at about 10 to 1 – it’s got world-class
infrastructure and great technology,” says
Virginia Dionisio, the New York City-based
manager of Trade Relations – Leisure at South
African Tourism. “South Africa is pretty sexy
right now!”
Tourism to the destination has grown year
over year, aside from a downturn for 2015, as
media coverage about Ebola hit during the
selling season of 2014. With forward bookings
back on the upswing, she expects tourism to
once again be steady throughout 2016.
“For South Africa, there are no shots and
no visas,” she says. “You just need two pages in
your passport.”
As part of an ongoing marketing campaign
called “What’s Your Big Five?” which replaces
the game animals that can be found in Africa
with five experiences travellers can have
(adventure, culture, safari, entertainment, and
romance), the organization has launched new
video components highlighting the diversity of
things to do in the destination.
SOUTH AFRICA:
DIVERSITY OF
EXPERIENCE
‘Big Five’ campaign not about animals
By ANN RUPPENSTEIN
TO QUOTE A
MEMORABLE
MIKE MYERS’
CHARACTER
FROM HIS AUSTIN
POWERS FILMS,
SOUTH AFRICA IS
“DEAD SEXY!”

2. “We hope that when the consumer sees it, it inspires them,”
she says. “This might be a place that is not deepest, darkest
Africa... South Africa gets a really bad rep in regards to what
people think.”
While the traditional market was baby boomers and retir-
ees, their research indicates those between the ages of 25 to 50
are now outpacing affluent travellers 2:1.
“There’s something for everyone,” she says. “For every age,
demographic, and we find that multi-generational travel is
picking up as well. It’s a great destination for foodies, wonder-
ful wine, world-class restaurants.”
For travel agents, she says their web-site www.southafrica.
net features a new free South Africa specialist program where
the trade obtains different levels based on experience. Those
who graduate are featured on the web-site for consumers to
find when they are looking for a travel specialist. Another tool
is the South Africa brochure, which reads more like a travel
magazine, she says.
“When your clients come back from anywhere in the world,
send them a thank-you note, stick the brochure in there and begin
to chart the journey for their next trip,” she says. “It’s a very soft way
of suggesting a destination. There are no advertisements in this
brochure, it gives them the opportunity to see something that they
maybe didn’t know about.”
While many associate the country with going on safari, she says
South Africa offers much more. Here are some ideas for clients:
1. CAPE TOWN:From a view overlooking the city to being
close to penguins, Table Mountain National Park is one of
many Cape Town attractions. There’s also the Cape of Good
Hope, once believed to be where the currents of the Atlantic
and Indian Oceans meet. While it’s not true, it still makes
for good photos. Another idea is the Victoria Alfred
Waterfront, which boasts views of the ocean and city. “It’s
a great place to go shopping, it’s got great jazz clubs, it’s
a working harbour with really beautiful and wonderful
restaurants,” she says. “That is where you’d also take the
ferry boat over to Robben Island to walk in the footsteps of
Nelson Mandela.”
2. WINE REGIONS: An hour drive from Cape Town brings
visitors to Stellenbosch, a large and one of the most famous
wine-producing regions. “Fabulous wines, award winning
wines as well. You can stay there or just do the day trip.”
3. WHALES, SHARKS SAFARI:The seaside town of
Gansbaai (roughly two hours from Cape Town) is where
travellers can go Great White Shark cage diving or watch
the whale migration that happens from June through
October. For those with children, this area features
malaria-free safari options. “There are safaris all over
South Africa – the most notable one is Kruger National Park
where it is recommended that you take malaria tablets,” she
says. “[Here] you don’t have to take any medication.”
4. CULTURE OF JOHANNESBURG:Johannesburg is home
to several museums, including the Apartheid Museum,
which illustrates the racial segregation of 20-th century South
Africa. Adventure seekers may want to bungee jump off Soweto’s
colourful Orlando Towers.
5. THE JACARANDA CITY:Pretoria is often known as the
Jacaranda City for the 40,000-70,000 Jacaranda trees that line its
streets and parks, which bloom from late September to November
and turn the city purple – although some white trees can also be
found.
6. BIRD’S EYE VIEW:Visitors can catch the sunrise over one of the
safari parks in a hot air balloon ride. “It’s really a lot of fun,” she
says. “You can watch the elephants graze underneath you.”
7. SURF SPICE:On the Indian Ocean side of South Africa is
the province of KwaZulu-Natal, which is popular among beach
lovers and surfers. “It’s also the largest Indian population in South
Africa, so you have magnificent curries and wonderful spices,” she
says. This is also where travellers will find the Drakensberg moun-
tains, which boast the greatest concentration of San Bushman
rock art in South Africa, much of which is in remote settings. “You
can also learn about the Zulu culture there, the Zululand, and
there’s also a lot of safaris in that area as well.”
8. ON THE RAIL:While there are several ways to explore South
Africa on a train, including the Blue Rail, there is one, the Rovos
Rail, which overnights in Kimberley, where the oldest diamond
was found.
→ www.southafrica.net tc
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