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| Minister of Tourism Marthinus van Schalkwyk talks tourism with CNN’s Soledad O’Brien. |
It was a busy week for South African Tourism in New York when Sthu Zungu, president of South African Tourism North America came by Travel Agent’s New York offices last month to bring us up to date on the country’s latest news, and then the board held its 2013 Ubuntu Awards following a media luncheon at the Museum of Modern Art.
And there’s plenty of news to share: Annual arrivals are up for the third year in a row (following the memorable 2010 FIFA World Cup), and interest from U.S. travelers has expanded so much that a third satellite office has been set up to communicate with people in the Midwest. And it’s easier to get there, too: Emirates Airlines now flies to three cities in South Africa via Dubai. “South Africa doesn’t seem so far away these days,” Zungu said.
But the biggest news is a new marketing campaign, “What’s Your BIG 5?,” which made its debut on NBC’s reality TV series All-Star Celebrity Apprentice in late April, offering lesser-known alternatives to South Africa’s most famous tourism attractions.
“The campaign shows South Africa’s diversity beyond safaris,” Zungu explained. “This is a big step forward. It’s the first time Celebrity Apprentice has featured a destination, and they’re showing South Africa’s unexplored places for greater impact.” The genesis of the What’s Your BIG 5? campaign starts with the well-touted “Big 5” of South Africa’s safari animals, a familiar term coined for the destination’s five most popular wildlife species.
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| Zungu: “The campaign shows South Africa’s diversity beyond safaris.” |
South African Tourism North America is re-defining “Big 5” to underscore the broad range of authentic and distinct experiences South Africa has to offer beyond the safari trails. The campaign officially launched on April 21 with a 360-degree platform including advertising, year-round public relations, trade marketing, and consumer-driven events throughout the year.
At the media luncheon, Celebrity Apprentice All-Star Marilu Henner represented the TV program and presented a video clip of her own tour of Africa. CNN’s Soledad O’Brien also talked about her own experiences in South Africa, and interviewed the Hon. Marthinus van Schalkwyk, South Africa’s minister of tourism.
The minister said that while safari travel is still the “backbone” of South African tourism, there are plenty of other aspects for visitors to explore, including lifestyle and culture. Since hosting the World Cup, the country has invested significantly in its infrastructure, and will continue to do so over the next three years. The World Cup also boosted South Africa’s reputation for hosting global events, which Van Schalkwyk hopes will make the country more appealing for major upcoming gatherings.
And while things are definitely looking up for South Africa, the minister acknowledged that the country’s tourism industry could be improved by an increase in airlift, even though more than 50 airlines currently serve South Africa’s various airports.