‘Learn South Africa Roadshow’ is first for SA tourism industry leaders to visit the Middle East

Published on : Wednesday, December 5, 2018

21 South African tourism entities and companies visited the Middle East to meet with the region’s leading outbound travel professionals, highlighting their touristic offerings and showcasing the unique attractions and experiences that South Africa has to offer as leisure, honeymoon and business travel destination.


The mission, titled the ‘Learn South Africa Roadshow’, is a first for South African tourism industry leaders to visit the Middle East in this format.


The delegation travelled to five cities across the region between November 19 – 25, with the roadshow providing a great platform for strategic connections and engagements, which included briefing sessions and one-to-one meetings where South Africa’s diverse tourist offerings will be highlighted.


Hosted by South African Tourism, the roadshow took place in Iran (Tehran), the UAE (Dubai and Abu Dhabi), Kuwait (Kuwait City) and Saudi Arabia (Jeddah).


The Learn South Africa Roadshow is a unique way by which the South African Tourism aims to achieve its 5-in-5 strategic goal of attracting four million more international tourist arrivals and one million more domestic holiday trips by 2021.


Hanneli Slabber, regional general manager, Asia/Australasia/Middle East, South Africa Tourism said, “As part of our 5-in-5 strategy, we are continuously looking for ways to position South Africa as a destination brand, and make it recognizable, resilient and attractive to all markets. We enjoy a high number of visitors from the region, and we have outstanding business and leisure opportunities for the Middle East segment and we consider it a valuable spot for our Learn South Africa programme. With a similar time-zone, Halal and Muslim-friendly locations and potential for more inward tourism from an under-served Middle East market, we are well poised for an even stronger tourism foothold.”


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