Music, heritage, culture, and twinkling stars add to South Africa’s appeal

South Africa’s popularity for international travellers is on the rise. ITB Berlin News asked Nombulelo Guliwe, CEO of South African Tourism, to explain why the country has more appeal than ever for travellers from around the world.

South Africa is worth returning to, and many visitors do just that. “First-time visitors enjoy South Africa so much that they tend to come back,” said Ms Nombulelo Guliwe. “The rate of repeating visitors is high and these visitors become true ambassadors for our destinations.”

Guliwe also poined out that culture is a uniquely attractive aspect of a visit to South Africa. “Another phenomenon is certainly the way we look at our heritage and our cultures today. We live them, and that resonates in the heart of travellers who want truelly authentic experiences,” the CEO affirmed. “You can always go to a beach, you can always participate in a safari, but if you can then get to experience a piece of South Africa, this is the memory that you will stay in your heart.”

Yet another element Guliwe mentioned was music, which plays an active role for promoting the destination. “Our music scene and our nightlife have a strong resonance in many markets such as the USA and the UK where our international stars are recognised. This attracts foreign travellers for their performances.”

Speaking of stars, South African Tourism’s CEO also highlighted astrotourism, a growing niche market for the country. “It is part of our path to sustainability at the opposite end of the overtourism phenomenon,” she said. “Many provinces are offering astrotourism experiences with one of the best located in the Northern Cape province. I want to focus more on astrotourism because it’s not man-made. It takes place in the open with clear skies and clean air. And by just looking up, you can connect with nature under thousands of twinkling stars.”