The Eastern Cape was among the South African provinces presenting offerings to leading United Kingdom (UK) travel experts, including Mainstreet Travel Group, Africa Collection, Travel Counsellors, Andersons Travel, Spires Travel, Ashdown Travel, Designer Travel, and Not Just Travel. These top-tier operators connected directly with the Eastern Cape, exploring its luxury safaris, coastal beauty, and rich heritage. This initiative is a testament to the Eastern Cape Parks and Tourism Agency’s (ECPTA) commitment to positioning the Eastern Cape as a top destination, capturing the attention of high-spending UK travellers and placing the province firmly on the global travel map.
ECPTA also took away key lessons from the engagements and recognised the need to address key challenges faced in positioning South Africa against strong competitors like Kenya and Tanzania, which excel with safari and beach combinations that the UK market wants to explore. South Africa’s perceived safety concerns, lack of traditional resort offerings, and competition from Canada, South America, and Australia are hurdles to overcome. There’s a strong demand from UK travellers for luxury, unique, high-end experiences that combine safari, city, and beach offerings, and the Eastern Cape is poised to meet these preferences with strategic adjustments.
To stay competitive, ECPTA is seeking support from the tourism industry to:
– Enhance safety perceptions and showcase unique, high-value offerings.
– Invest in hybrid marketing strategies, blending traditional and digital engagements.
– Strengthen direct relationships with UK travel agents and operators to bridge the knowledge gap about South Africa’s diverse tourism products.
– Embrace sustainable travel trends, offering eco-friendly and multi-generational experiences that cater to evolving market demands.
The Eastern Cape’s participation in this fam trip marks a powerful step towards understanding market needs and aligning our province’s offerings to capture the hearts of UK travellers.
