News DeskDubai, UAE – South African Tourism, in collaboration with the broader tourism industry, is set to participate in the upcoming Arabian Travel Market (ATM) 2024, taking place from May 6th to 9th at the Dubai World Trade Centre. As the premier global event for the travel and tourism industry in the Middle East, ATM serves as a vital platform connecting travel products and destinations from around the world with buyers and trade visitors.
This year’s theme, “Empowering Innovation – Transforming Travel Through Entrepreneurship,” focuses on sustainable travel trends and strategies for growth within key sectors of the industry. South African Tourism aims to highlight the country’s leisure offerings, with Gauteng and the Western Cape emerging as favored destinations for activities like shopping, dining, and exploring natural attractions.
According to the latest data, the average spending per trip in South Africa fluctuated throughout 2023, ranging from R28,000 in the first quarter to a high of R38,200 in the second quarter, before decreasing to R26,400 in the third quarter, reflecting the dynamic nature of consumer behavior within the tourism sector.
In 2023, visitor numbers from the Middle East to South Africa saw a remarkable 63% increase, reaching 25,435 visitors, compared to 15,594 in the previous year. This surge can be attributed to the strategic addressing of visa barriers through a visa waiver initiative implemented since August 15, 2019, allowing travelers from Saudi Arabia, Qatar, and the United Arab Emirates to visit South Africa for up to 90 days for business and leisure purposes.
At ATM 2024, South African Tourism will be joined by 25 exhibitors, including the Aquila Collection, Tamrich Tours, Kwantu Private Game Reserve, Durban Tourism, Gold Restaurant, and Peermont Hotels, Casinos & Resorts. These exhibitors will have the opportunity to network with industry professionals, potential partners, buyers, and media representatives, fostering collaborations, partnerships, and business opportunities.
South African Tourism has planned a series of dynamic events, including a press conference on May 6th for UAE media, workshops for travel agents, and a roundtable discussion on opportunities within the GCC sector. These efforts aim to bolster visibility, partnerships, and industry engagement.
Neliswa Nkani, Hub Head MEISEA at South African Tourism, emphasized the influential factors propelling the outbound market of the Gulf Cooperation Council (GCC), with Saudi Arabia and the UAE projected to contribute significantly to tourism expenditure, reaching US$11.1 billion and US$18.2 billion, respectively, by 2028.
Nkani expressed the deep value South African Tourism places on the Middle Eastern market for its cultural richness and adventurous spirit, stating, “Embracing the synergy between South African Tourism and the Middle East, the Arabian Travel Market (ATM) serves as a vibrant testament to our enduring partnership. Together, we will work towards a common goal of exploration and connection, spotlighting the allure and warm hospitality of South Africa to our esteemed friends from the Middle East.”
South African Tourism eagerly anticipates the opportunity to connect with visitors and industry partners at the Arabian Travel Market, showcasing the best of what South Africa has to offer and fostering fruitful collaborations that will enrich the experiences of travelers from the Middle East.
