South African Tourism launches new North Europe campaign

North Europe a big tourism market for South Africa

North Europe has been identified as a huge tourism market for South Africa, as SA Tourism recently found that 54 083 tourists arrived from The Netherands from January to June 2023.

According to Tourism Update, they also found that Belgium and Sweden, two other countries from the North Europe hub, recorded 19 087 and 12 660 arrivals for January to June 2023 respectively.

In response to this, South African Tourism has since launched a Live South Africa! Campaign to encourage even more Northern European travellers to visit the country.

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‘Sustainability’ is key

The SA Tourism North Europe hub have also focused on a key selling point that travellers from the Netherlands, Belgium and Sweden place a high priority on sustainability and responsible tourism.

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Acting Hub Head: North Europe, Abby Jacobs, said that the North European Hub focus, based on this trend and insight, was to recognise values-based marketing as a lever to reach consumers driving the sustainable tourism conversation.

“Tourism businesses are pivotal in showcasing our exceptional experiences that travellers want and, as such, have deliberately been placed at the centre of this campaign.” Jacobs added.

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The campaign therefore collaborated with six different tourism businesses from provinces around South Africa to highlight what responsible tourism means.

The businesses then created and submitted a variety of content pieces that were put together to showcase different products. The videos can be viewed below:

“Tourism is a significant contributor to the economy and inclusive growth, these initiatives are a testament of South African Tourism’s deliberate focus on collaboration with trade, promoting diversity initiatives and providing market access for businesses while ramping up demand through media investment leveraging a North Europe campaign,” Jacobs added.

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