South African Tourism recently hosted a fantastic familiarization trip, the “Mega Lekker Escape,” aiming to bridge the knowledge gap about South Africa among Australian and New Zealand travel professionals.
One hundred influential travel agents and media personalities from Australia and New Zealand participated in this immersive experience.
The goal? To translate their firsthand experiences into a surge of bookings for South Africa.
The ten-day trip offered ten diverse itineraries, showcasing seven provinces.
Leading wholesalers from Australia and New Zealand guided each itinerary.
A total of 31 suppliers and 35 small, medium, and micro-enterprises actively participated.
The trip focused on authentic South African experiences, venturing beyond the usual tourist hotspots.
It culminated in a productive two-day business-to-business event and knowledge-sharing session at Sun City on February 16th and 17th.
South African Tourism’s Chief Operations Officer, Daryl Erasmus, addressed the attendees at Sun City.
He emphasized the trip’s crucial role in dispelling misconceptions and fostering a deeper appreciation for South Africa among the agents, 100% of whom were visiting for the first time.
“During COVID, the travel trade suffered immensely,” Erasmus explained.
“This led to a significant lack of understanding and knowledge about South Africa as a destination.”
“Bringing you here forges a deep connection, an appreciation and understanding of our magnificent country,” he added.
Following the inaugural 2024 fam trip, a remarkable 90% of the participating agents booked travel to South Africa, a testament to its effectiveness.
This success is reflected in the positive tourism figures.
Australia saw a 14% year-on-year growth in arrivals, reaching 98,544 in 2024.
New Zealand’s tourism market also thrived, exceeding pre-COVID levels with over 20,100 arrivals.
The fam trips deliberately showcased South Africa’s incredible diversity.
They took agents beyond popular destinations like Cape Town and Kruger National Park.
The goal was to reveal the country’s full potential.
Tanya Gurtin, Africa Product Manager at Viva Expeditions in New Zealand, led one such itinerary.
Her itinerary encompassed various private game reserves in Limpopo, including Klaserie, Timbavati, Sabi Sabi, and Moditlo.
It also included Tau Lodge in Madikwe, North West Province, as well as the Cape Winelands, Cape Town, and Johannesburg.
“There’s a real lack of awareness about what South Africa offers,” Gurtin noted.
“The agents were truly amazed by what they discovered beyond the more well-known attractions.”
Gurtin emphasized the authentic, immersive experiences as key strengths of South Africa.
These included local-led tours of Johannesburg’s Maboneng Precinct and Soweto.
Other activities included a visit to the Elephant Moments sanctuary in Hoedspruit and a Bikes ’n Wines Tour in Stellenbosch.
“When you combine the rich elements of storytelling, culture, and authenticity with the incredible safari offerings and popular tourist sites,” Gurtin said, “you have a destination that’s virtually unparalleled.”
Samantha Van Eldick, Africa and Middle East Product Manager at Adventure World in New South Wales, shared similar sentiments.
She said the trip ignited a deep passion for South Africa amongst Australian agents.
“The agents are leaving with a much clearer understanding of how special South Africa truly is,” Van Eldick explained.
“They’re seeing how perceptions can be skewed, and experiencing the country firsthand has boosted their confidence and enthusiasm for selling trips,” she added.
Van Eldick also highlighted the high standards of South Africa’s hospitality industry.
“The attention to detail, professionalism, and friendliness at the premium safari lodges and hotels we visited are truly world-class,” she stated.
“You simply won’t find a better standard anywhere else in the world.”