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2 February 2023
South African Tourism, a marketing agency of the Department of Tourism is mandated to effectively market South Africa as a foremost tourism destination both domestically and internationally for leisure and business travel.
The government-mandated goal set for South African Tourism is to achieve 21 million international tourist arrivals by 2030. The organisation must, therefore, apply relevant marketing strategies, to ensure it delivers on this mandate.
It is no doubt that tourism growth has been stunted, due to the setbacks presented by the COVID-19 pandemic, and as such, the sector has focused all its efforts on rebuilding.
“For the past two years, the Tourism Sector Recovery Plan was focused on driving domestic travel which has resulted in a 139.4% increase in domestic travel between 2021 and 2022. Almost 30 million domestic trips were taken in 2022, a number that surpasses pre-COVID-19 levels, as South Africans rose to the challenge of supporting and reviving the country’s tourism industry, keeping it afloat. With the domestic sector now thriving, the time has come for us to focus our efforts and resources on the international travel market,” says South African Tourism’s Acting Chief Executive Officer, Themba Khumalo.