South Africa and Brazil collaborates in tourism sector

Wednesday, November 8, 2023


Brazil WTM 2023

In a significant development at the 2023 World Travel Market London, South Africa and Brazil formalized a trade and marketing agreement aimed at enhancing collaboration in their tourism sectors. The agreement, signed by the Ministers of Tourism from both countries, Celso Sabino of Brazil and Patricia de Lille of South Africa, focuses on the exchange of tourism-related information and addressing the challenges faced by their respective tourism industries.

Minister de Lille highlighted the cultural and demographic similarities between the people of both nations as a driving force behind this collaboration. Talks regarding this agreement had been ongoing since 2014, and it was recently ratified during a meeting of BRICS Tourism Ministers in Cape Town.

The action plan, signed by the ministers, encompasses joint marketing efforts and collaboration to boost tourism between South Africa and Brazil. Notably, this initiative coincided with the relaunch of South African Airways (SAA) direct flights from Cape Town and Johannesburg to Sao Paulo after a three-year hiatus.

Minister de Lille emphasized that the marketing action plan goes beyond tourism, with a focus on promoting trade and economic growth in both countries. This includes identifying aspects of Brazil’s tourism offerings beyond Carnival that can be marketed to South African travelers, and reciprocally, showcasing attractions in South Africa to entice Brazilian visitors, such as culinary tourism, city breaks, and sports.

The Minister de Lille mentioned a separate agreement between the South African government and Google to promote the country’s tourist attractions, including adventure activities and cultural experiences, on Google Maps, with the aim of attracting a global audience to South Africa’s diverse communities and cultures.

South Africa has experienced substantial growth in its tourism sector, welcoming over 6.1 million tourists between January and September 2023, representing a 58.4% increase compared to the same period in 2022. The country has also seen a surge in European arrivals, with over 862,000 visitors during this period, reflecting a 51% rise from the previous year. This collaboration between South Africa and Brazil is expected to further strengthen their tourism industries and boost their economies.

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