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Currently sitting at the sixth or seventh position, India has the potential to become one of the top three source markets for South Africa tourism, according to Neliswa Nkani, Hub Head – Middle East, India, and South East Asia, South African Tourism. She emphasises that achieving this goal hinges majorly on two key factors: establishing direct flights from India and streamlining the visa process for Indian travellers.
“There have been ongoing conversations for improved accessibility through e-visa pilot programs and direct air-connectivity to polish the bond between the two nations,” she said.
“We’ve engaged extensively with South African Airways to explore direct flight opportunities in the Indian market. Discussions include feasibility studies to ensure any potential direct flights are sustainable in the long term. While progress is ongoing, we understand the need for a comprehensive approach to address connectivity challenges effectively,” Nkani told ETTravelWorld.
At present, several stop-over flights fly from India to South Africa, including Emirates, Qatar Airways, Ethiopian Airlines, Kenya Airways and Air Seychelles.
When asked about possible codeshare, she informed that various discussions have taken place with Indian airlines regarding the said agreements. “We’ve been in talks with various airlines, including Vistara, to explore potential collaborations. For instance, Emirates, part of the Star Alliance, has already established such agreements, enhancing connectivity to South Africa. We’re eager to see direct flights from India, which would be a significant milestone. It aligns perfectly with our desire to mark 30 years of partnership by landing a flight in South Africa,” she added.
Regarding current visa requirements, Nkani said that Indian travellers need to provide bank statements and a valid itinerary when applying for visas through VFS. Typically, visas are processed within five to seven days, although occasional delays may occur. “We are consistently piloting e-visas to streamline the process further, ensuring it is user-friendly and aligns with Indian travellers’ and other tourists’ needs,” she said, adding that South African Tourism is working closely with the Consulate General, and the embassy to ensure swift visa processing.
43% increase in Indian arrivals from previous year
With India boasting a population of 1.4 billion, including 950 million visa holders and a significant proportion of Millennials, representing a promising demographic for tourism, South Africa sees India as a key market. Emphasising India’s status as the fifth-largest economy and its substantial projected spending by 2024, Nkani expressed optimism about India’s role in contributing to Africa and South Africa’s tourism sector.
“Post-pandemic recovery figures are reflecting a 43 per cent increase from previous year. Although I acknowledge this progress, I am optimistic about the potential for further growth. This year presents a unique opportunity for us to capitalise on recovery efforts, especially considering that tourism sustains approximately eight jobs per tourist in our country. Celebrating 30 years of bilateral relations with India and South Africa’s own freedom anniversary, we aim to strengthen ties and boost tourism from India, especially with upcoming events like the 2027 World Cup cricket to be hosted in South Africa,” informed Nkani. Interestingly, some official stats from the tourism board show that the Indian city Mumbai remains a consistent frontrunner as the primary source city for South African Tourism in India. Reflecting this trend, inbound tourism from Mumbai saw a substantial 37 per cent year-on-year growth in 2023, significantly contributing to the overall surge in leisure and business travel.
Noteworthy is that 46 per cent of Mumbai arrivals expressed a keen interest in exploring South Africa’s natural attractions.
Speaking on the overall tourism arrivals from other markets, Nkani shared that the figure stood at 8 million post-pandemic, marking an 83 per cent recovery rate. “Our core markets include the US, UK, Germany, and the Netherlands, benefiting from direct flights and visa exemptions. However, we must consider these advantages when comparing India, which lacks direct flights and faces visa requirements. Nonetheless, markets like China and Australia have also shown promising growth potential. Africa also contributes significantly to our tourism numbers, with countries like Kenya, Ghana, Nigeria, and Zimbabwe playing crucial roles,” she informed.
The collaboration between Kazakh Tourism and Salvia Promoters aims to attract tourist groups from India to Kazakhstan while effectively representing Kazakh Tourism’s interests in the Indian market. Chaudhary, with over two decades of experience in territory promotion and marketing, brings valuable expertise to the partnership. Salvia Promoters, known for its expertise in promoting Central Asian and Russian markets, received a certificate of representation from Sadvakassov.
40% exhibitors introducing new products
To further engage with the Indian market, SAT recently concluded a series of successful roadshows in India, marking its presence in Jaipur, Delhi, Ahmedabad, Bengaluru, and Mumbai. This 20th annual roadshow signifies a crucial step in engaging with the Indian market, unveiling a year-long plan to connect with Indian consumers and redefining strategies to tap into India’s growing outbound travel market, as per Nkani.
With more than 40 exhibitors from South Africa, including 14 SMMEs, this event aims to foster mutually beneficial partnerships with Indian trade buyers. “Notably, over 40 per cent of the exhibitors are introducing new products this year, demonstrating the dynamic nature of the partnership,” she added.
These engagements, as per Nkani, serve to introduce new regions and experiences to potential travellers, thereby diversifying the tourism offerings. Additionally, there have been negotiations with airlines aiming to secure better prices for Indian travel agents, she added, informing about the recent collaboration with Ethiopian Airways to offer discounted fares.
In addition to these roadshows, SAT also conducts destination workshops in various cities and engages directly with Indian corporates to promote South Africa as a premier travel destination. “This strategy has proven effective, with a notable conversion rate observed during such interactions. These multifaceted efforts underscore our commitment to promoting South Africa as a desirable destination and ensuring that Indian travellers have access to a wide range of experiences beyond traditional tourism offerings,” she said.
Sports, weddings: Segments seeing growth
As Nkani noted that Indians are increasingly becoming avid travelers, Experiential tourism has become a focus for SAT, with activities like adventure sports, marathons, and cultural experiences attracting Indian travellers.
“Sports tourism has emerged as a significant revenue generator, particularly due to the increasing health consciousness among Indians. Notably, South Africa hosts the Comrades Marathon, drawing a substantial number of Indian participants, with over 300 runners attending annually. Additionally, destinations like Cape Town, attract Indian travellers seeking similar niche experiences,” said Nkani.
Besides these, weddings have emerged as a promising segment for SAT. “Despite initial concerns about connectivity from India, we’ve been pleasantly surprised by the interest we’ve received from the market. In the past year alone, we’ve facilitated approximately 10 Indian weddings, marking a positive beginning for us in this sector,” she said.
Furthermore, there is a rising trend of bikers exploring South Africa through both on-road and off-road biking adventures, said Nkani. Another notable trend is “buddy tripping,” where groups of young professionals, including doctors, travel with friends, often splitting into separate gender-based excursions. Additionally, there’s a notable increase in women’s group travel and youth travel which has seen significant demand.
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