SAA: Reactivating intercontinental trade, tourism via cultural route

Nigeria and Brazil have a rich history of religious and cultural affinity that dates back to centuries. Citizens of both countries could relate as kith and kin of one nation in two continents. And in that intercontinental ancestral ties abound tourism and trade opportunities that South African Airways is reactivating in grand style, WOLE OYEBADE reports.

Osun Osogbo festival clearly symbolises more than the indigenous community reckons with. The spiritual rejuvenation exercise attracts more patronage abroad than those that converge yearly in Osun state, Nigeria.

For a Brazilian, Ifamuyiwa, Osun is a fountain of “the most beautiful, original, and spiritually rewarding” exercise.
Ifamuyiwa, who doubles as the Awise of Brazil, has consistently led a Brazilian delegation to Nigeria in the last 10 years to partake in the “most spiritually rewarding rites”.

In his words: “Yeye Osun has been magnanimous to me, giving me life, health, and prosperity.

“Isese la’gba (tradition is the ultimate). The traditional Religion can never go wrong. You can come and try it.
“Osun Festival is so beautiful. This is my 10th year of unbroken consecutive attendance. I carry this god and the festival with prestige and honour in my country in Brazil. And I have used the name and power of the Osun Goddess to heal and prophesy meanings into many lives. I bet Nigeria and Africa should take this more seriously,” he admonished.

In Brazil, and by extension Cuba, Trinidad and Tobago, and communities of African Americans is the growing popularity of devotion to African traditional religion and culture.

Among the African American are bonfires of African festivals – like Ifa, Sango, drums, Afrobeat, and Egungun – all held in carnival-like settings that span all year round.

Travel consultant, Sunday Olumegbon, was part of the recent drum festival in Brazil and Salvador da Bahia. Olumegbo said between the two continents is a goldmine of business opportunities for several sectors of the economy.

“Besides their colour, most of those people, in Brazil especially, are more Nigerians than anything else. They speak our language, religiously observe our local rites and cultures. Many of them also long to be at the Source (Nigeria), just like many Nigerians are willing to travel out.

“For someone like me, that is a business opportunity for an airline that can market affordable fares. A regular carrier will not only open the religious and cultural tourism, along will come trade in the form of commerce, education, entertainment, and movie industries. For Nigeria, that is export promotion of culture, tourism, and trade in one basket,” Olumegbon said.

Apparently on the same wavelength is the South African Airways (SAA). The carrier recently launched its first intercontinental route in three years, with a flight between Cape Town International (CPT) and São Paulo Guarulhos (GRU).

At an event in Cape Town on October 26, South Africa’s Minister of Public Enterprises, Pravin Gordhan, officially relaunched the national carrier’s intercontinental connection in front of an esteemed crowd that included Brazil’s Vice Minister of Tourism, airline executives, and other stakeholders.

Five days later, it was a dream come true. SAA has returned to Brazil serving the South American country from two cities, four times a week in total.

The airline also flew to São Paulo from Johannesburg (JNB), with the inaugural flight on Monday, November 6. This service will be operated on Mondays and Thursdays.
Let’s take you home

Country Manager, SAA Nigeria, Kemi Leke-Bamtefa, told The Guardian that the route is even more strategic for the airline and Nigeria through maximisation of trade and tourism potential.

Leke-Bamtefa said the natural connection between the two countries (Nigeria and Brazil) are too deep-rooted to be ignored in the search for business prospects.

“Unlike in other parts of the world, trade or tourism connectivity are often artificial. But between Nigeria and Brazil, it is a blood and cultural harmony. In whichever direction, it is a homecoming for the travellers. That is something for us at SAA, and we are very proud to be the missing link here,” she said.

Leke-Bamtefa added that SAA is thrilled to be a catalyst for trade and tourism between Nigeria and Brazil. “The two share similar cultural beliefs, hence facilitation of the movements between these countries will further enhance the ties between Nigeria and Brazil.

“The traders in Brazilian jewelries, hair and leather goods are excited about the affordability of our service offerings in the market, and we have quite a number of our voyager frequent fliers already excited at SAA’s return to the Brazilians skies,” she said.

The Country Manger said further that the good relationship between South Africa and Nigeria is also significant and has effectively been sustained on the wings of SAA.

“We are talking about 29 years of diplomatic and bilateral relationship between Nigeria and South Africa, out of the 89 years that SAA has been in operation. For us, that is landmark, and we have been forging on in promoting the two countries, both for business and tourism.

“We are talking of the two economic powerhouses on the continent, coupled with their rich diversity and culture, especially entertainment, music, fashion, and sports. That is a good product for us to sell, and we are happy to promote these business hubs and holiday destinations.

“Also, the direct connectivity between the Southern and Western part of the continent is a window of opportunity for the continental free trade agenda of the African States. On our part, we are bringing different nationalities to be part of African economic prosperity. That is what SAA is offering Africa, and it is just the beginning,” she said.

Between the two countries, currently, are three-weekly flights.

89 years and still counting
It will be recalled that South African Airways began operations on February 1, 1934. The revered African airline served regional destinations between Johannesburg and six African destinations – Accra, Kinshasa, Harare, Lusaka, Lagos, Mauritius, and two domestic routes from Johannesburg to Cape Town and Durban.

In its decades of donning the international skyline, South African Airways served over 34 destinations from its hubs in Johannesburg, Cape Town, and Durban before entering the voluntary business rescue plan in 2019.

The flag carrier had been recording significant losses for years, which worsened at the dawn of the pandemic. In 2020, with travel at the lowest it had ever been, SAA could not get more funding from the government, therefore, halted all its flights.

In 2021, SAA came out of business rescue and restarted operations, with steadily expanding networks and bright prospects for the airline.

SAA expects its new intercontinental route to contribute immensely to developing the airline and South Africa’s aviation sector as a whole. With the currently high airfares on routes to and from South Africa, the carrier hopes the new competition will bring prices down. It had previously scheduled the Airbus A340 on the route but eventually swapped it with the more efficient A330.

Chief Commercial Officer of SAA, Tebogo Tsimane, said, “We have created an effective schedule which is ideal for both business and leisure travellers, and our schedule is fantastic for connecting traffic.” Nevertheless, the service will mark the first time Cape Town has had a direct connection with South America in over a decade.

According to Tsimane, the launch of São Paulo is a sign of more long-haul flights in the near future.

It is the first step on SAA’s journey to recovery on the international scene, but also a new window of opportunity for intercontinental tourism, trade and shared prosperity.