South African Tourism unveils Middle East campaign

South African Tourism has unveiled a new holiday brochure entitled “I Luv South Africa” and a website www.southafricaholidays.com for the travel trade and holidaymakers in Middle East.

The brochure and website launch are part of a trade road show in Dubai by South African Tourism in association with Sun International, Etihad Airways and Tourism Point.

The Middle Eastern Trade Show event, held at Dubai’s Business Village Conference hall, featured a one-day trade workshop. The aim of the workshop was to bring together trade partners in the UAE together with South African Provincial Tourism authorities to further strengthen and identify opportunities to sell destination South Africa to Middle East travellers.

Commenting on the brochure and the website launch Phumi Dhlomo, regional director for Africa & Middle East at South African Tourism, indicated that there is clear evidence that South Africa is gaining popularity as a tourist destination within the Middle Eastern Travel Trade and holidaymakers.

“We have witnessed an upward climb of visitors from Middle East to South Africa in the recent past. The number of visitors from the Middle East especially from the Arab Traveler segments has been increasing,” he said.

“We have been conducting several marketing initiatives in this region. The trade road show, the launch of I Luv South Africa holidays brochure coupled with www.southafricaholidays.com are all part of our continuous efforts in facilitating the increase in tourist arrivals to South Africa from the Middle East.”

The website will also allow travellers and trade partners to view products from the brochure and research their holidays as they will be able to view regularly updated special holiday offers. “Additionally, consumers will be able to email for a quote or to book or download the new 2011 brochure online,” said Sujith Subramanian, general manager Tourism Point LLC - the Africa specialised destination management company in Dubai, who owns and manages the website and the holiday brochure.

“Later this year, the site will be enhanced to allow customers to purchase their holidays directly from the site”, continued Subramanian,

The 102 page holiday brochure contains a wide variety of holiday options for travellers looking for great value and an unforgettable experience. The brochure will be published in English and Arabic languages and will feature a range of short and long holiday destinations across South Africa.. The brochure will feature packages ranging from mini getaways and adventure breaks, to fun-filled family vacations, safaris and golfing packages.

To mark the launch of the brochure and the website a fashion show was held. It consisted of 18 contestants selected from more than 200 applicants from 6000 travel professionals in UAE.

The former Miss South Africa 2010, Nicole Flint, was also there to lend her support for the fashion show and South African Tourism’s launch of the brochure and the website. As part of the fashion show the contestants competed for three coveted titles, including “the iconic face of South Africa”.

“Our partnership with trade and media in the region is key to our success. By showing them what is on offer from a business and leisure perspective, and giving them the opportunity to explore and experience the offerings in the country, they are better equipped to sell the packages and encourage people to visit South Africa ,” concluded Dhlomo