Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.
In today’s topics;
- Cape Town anticipates a record-breaking cruise season.
- Stellenbosch welcomes new tourism and hospitality leadership.
- South Africa unveils a fresh strategy to attract Indian tourists.
Cape Town Cruise Boom: Record Ship Calls & Economic Surge
Cape Town’s cruise season is set for remarkable growth with a record 76 ship calls expected in 2024/25, up from 67 last season. March alone will welcome 24 ships, reinforcing the city’s status as a prime cruise destination. Favorable late summer weather continues to attract passengers, boosting local tourism and hospitality.
The economic benefits are substantial, with last season’s cruise tourism injecting R1.32 billion (€66.7 million) into the regional economy. Passenger and vessel spending reached R1.5 billion (€75.9 million), surpassing the previous year. Job creation is a key highlight, with one new job generated for every 36 cruise passengers, according to James Vos, Mayoral Committee Member for Economic Growth.
To ensure smooth operations, the City of Cape Town is implementing proactive traffic management strategies in collaboration with partners. The V&A Waterfront, which oversees the Cape Town Cruise Terminal, has enhanced security, arranged dedicated transport for passengers, and increased traffic marshals during peak hours. All preparations are in place for a thriving cruise season that promises both economic and tourism success.
Stellenbosch Tourism & Hospitality Leadership Changes: New CEOs & Managers Appointed
Stellenbosch’s tourism sector is stepping into a new era with the appointment of Annemie Liebenberg as CEO of Visit Stellenbosch. Effective from March 17th, she follows Jeanneret Momberg, who stepped down in October 2024. With over 17 years of expertise in strategic tourism marketing and sustainable development, Liebenberg has held leadership roles at Cape Town’s V&A Waterfront, Friday Street Club, and the City of Cape Town. Michael Ratcliffe, Chairman of Visit Stellenbosch, expressed confidence in her ability to strengthen the destination’s global positioning. Liebenberg is focused on inclusive and sustainable tourism growth, aiming to enhance Stellenbosch’s appeal through collaboration with businesses, residents, and industry partners.
Meanwhile, key leadership changes across the African tourism and hospitality sector signal fresh strategies for growth. The Liz McGrath Collection has appointed Justin Exner as Group Marketing Manager, leveraging his extensive experience in tourism marketing across South Africa, Nigeria, and Kenya. The Royal Portfolio has also strengthened its Asia Pacific presence with Hoon Kim as Sales Manager for the region, capitalizing on his decade-long experience in luxury hospitality. Serengeti Balloon Safaris reinforces its sustainability commitment with Roy Mushobozi as its new Sustainability Manager, emphasizing responsible tourism practices.
These appointments highlight a collective industry shift towards strategic expansion, sustainability, and heightened market engagement. With leaders like Liebenberg and others stepping into key roles, African tourism is set for a dynamic evolution.
South Africa Aims for 16% Surge in Indian Tourists: New Strategy Unveiled
South Africa is making a strong push to attract more Indian travelers, targeting a 16% increase in arrivals by 2025. Their annual India Roadshow, held in Delhi, Chennai, and Mumbai, plays a crucial role in this effort. Over 40 exhibitors, including small and medium-sized enterprises, are showcasing fresh travel experiences, highlighting lesser-known destinations to appeal to a broader audience.
India remains a key market for South Africa, but challenges like visa regulations and the lack of direct flights have impacted visitor numbers. Before the pandemic, Indian tourist arrivals reached over 95,000 annually, but in 2024, they hovered around 75,000. Recent visa improvements, including the Electronic Travel Authorisation system, have helped, but air connectivity remains a challenge. Discussions are ongoing to establish direct routes, a move that has significantly boosted tourism between India and other destinations.
South African tourism leaders are optimistic, citing the success of this year’s roadshow, which generated over 12,000 trade meetings and 160,000 leads. With India’s growing middle class, increased business travel, and major upcoming events like the 2027 Cricket World Cup, South Africa sees immense potential. Stronger air links, better visa access, and targeted promotions could be the keys to unlocking a new wave of Indian travelers.
Rebranding South Africa: Is a Tourism Makeover Needed?
Is South Africa’s tourism brand in need of a refresh? Industry experts believe a stronger, more cohesive identity could be key to future growth. Monika Iuel, Wesgro’s Chief Tourism Officer, argues that while the country once had a clear appeal post-2010 FIFA World Cup, its identity has since become diluted. There’s no single, compelling value proposition on a national level. Without a well-defined image, South Africa struggles to present a consistent experience to travelers, unlike destinations such as Thailand, which maintains a clear brand across all regions.
Johan Groenewald, MD of Royal African Discoveries, highlights a disconnect between what the tourism industry promotes and what travelers actually seek. Many marketing efforts focus on what is available rather than understanding market demand. A shift toward a market-driven approach is necessary. David Frost, SATSA’s CEO, points out that South Africa’s diverse attractions require tailored messaging for different traveler segments. He cites New Zealand’s success in branding itself as the “adventure capital of the world” through targeted promotion of key activities.
Natalia Rosa, CEO of Big Ambitions, emphasizes that younger travelers are shaping the future, and marketing strategies must evolve accordingly. Instead of focusing solely on safaris, Iuel suggests highlighting South Africa’s broader natural beauty, from its biodiversity to its vast, untouched landscapes. Emerging markets like China present an opportunity to create fresh experiences beyond traditional itineraries. A well-crafted tourism brand tailored to specific audiences could reposition South Africa as a must-visit destination.
That’s it for today.