SAT targets Arabian tourism market to boost sector recovery

In a bid to fast-track tourism recovery, South African Tourism (SAT) has brought together global tourism decision-makers, industry experts and thought leaders to unlock the sector’s potential at the oncoming Arabian Travel Market (ATM).

The tradeshow, which is now in its 30th year, will take place at the Dubai World Trade Centre from Monday, May 1-4, 2023.

International trade shows such as ATM are part of the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, which South Africa has identified as one of the growth levers in the post-COVID-19 pandemic era.

Remarking on the forthcoming tradeshow, Acting Chief Convention Bureau Officer at SAT, Zinhle Nzama, said: “Tourism is a vital part of South Africa’s economic recovery grand plan dubbed the South African Economic Reconstruction and Recovery Plan. International travel and tourism trade shows provide an opportunity for South African tourism enterprises of varying sizes to strike impactful, lasting partnerships and even ink fruitful collaboration contracts. We are committed to diligently executing our strategies to achieve the ambitious targets we have set ourselves, including 21 million arrivals by 2030 as per the National Development Plan’s (NDP) injunction. In 2022, tourism contributed 3.7 per cent towards South Africa’s GDP, surpassing agriculture, utilities, and construction contributions. Tourism also plays a vital role in providing sustainable employment opportunities. As per the 2021 employment statistics, the travel and tourism sector in South Africa employed nearly 1.08 million people. This is why South Africa’s presence at the ATM marks a significant milestone in South Africa’s journey towards economic revival and tourism rebound.

Participating at this trade show is a great opportunity that cannot be missed. It was critical for us to return to ATM again because last year was a huge success for the exhibitors that attended, and ultimately a big win for South Africa’s tourism sector. Last year, the South African delegation came back with over 37 leads, most of which were converted into business.”

Nzama continued: “As part of ATM last year, SAT entered into an MoU with Emirates Airlines, which has, amongst others, seen the airline flying 49 weekly flights into South Africa. These numbers are at pre-pandemic levels and signify how South African Tourism continues to leverage these international trade shows. For this year’s tradeshow, SAT is taking 19 exhibitors to ATM, including 14 products and experiences and 5 SMMEs. Our exhibitors are carefully selected to ensure that they specifically meet the needs and preferences of the Middle Eastern travellers looking to come and explore South Africa.”

Nzama further revealed that the Arabian Tourism Market presents a significant chance for South Africa to promote its destination directly to its important source markets in Asia, Australia, and the Middle East. “The region has seen healthy incoming visitor numbers in recent years, which South Africa aims to cultivate and nurture. Last year, South Africa attracted 5.7 million incoming international visitors between January and December 2022.

The latest numbers from the Middle East indicate a strong recovery in tourism. In December 2022, there was a significant increase of 223.1 per cent compared to the previous year, with a total of 40,628 arrivals. Israel was the most significant source market, with 17,427 visitors, followed by Saudi Arabia with 11,464 and the United Arab Emirates with 3,100. Other countries in the region also contributed a healthy 8,637 visitors.”

She, however, said that South Africa believes that there is more room for growth not just in this region’s contribution but also in the overall global figure of wanderlust-seekers who heed its message to come to South Africa and “Live Again.”