March 8, 2023

South Africa shares story with the world

Speaking during its ITB Berlin press conference, Nomasonto Ndlovu, COO of South African Tourism presented the country’s tourism rebound, which is being showcased throughs its Live Again campaign. 

Ms. Ndlovu began by praising ITB Berlin for providing a platform to reintroduce South Africa on a global stage. “This is a perfect opportunity for us to tell a story and retell our story to the world,” she said.

The COO of South African Tourism stressed the importance of Germany for inbound tourists, describing it as a “critical market.” She went on to cite a report which reveals that there was a 300% increase in German visitors to South Africa in 2021 compared to 2020. 

Also discussed was the importance of the nature tourism segment in South Africa and how this can contribute to responsible tourism through nature reserves and protected areas. Ms. Ndlovu commented “Wide open spaces […] lend themselves to really incredible outdoor experiences.This is important from the point of view of responsible tourism.”

Also mentioned was South Africa’s appealing price-value relationship. Ms. Ndlovu commented that European travellers’ purchasing power would be much higher in South Africa. She brought up a personal anecdote, saying she was shocked to discover a sausage in Berlin could cost up to €25. She said: “When you land in South Africa, what you get for €25 is a lot. South Africa is a destination that will surprise you from a pricing point of view, whether it is hotels, whether it is food, whether it is experiences, activities… We invite travellers from Europe to come to South Africa. Your euros will go a long way.”

Hall 21 / Stand 210