Marthinus van Schalkwyk, national Minister of Tourism, returned from a marketing trip to Australia last week, where he promoted South Africa as the ideal leisure and business tourism destination. Australia ranks sixth in long-haul source markets, and its tourism numbers to South Africa grew by 39 % between 2005 and 2010, to reach 107000 visitors.

Minister van Schalkwyk is looking to grow the Australian market: “We are aiming to achieve and exceed the target of 120000 Australian tourist arrivals in the next two years. We actively need to work at improving seasonality by exposing and promoting South Africa’s all-year, easy-to-do and value-for-money experiences”. The Minister said that Australian tourists look for ‘unique, memorable destinations with amazing wildlife, incredible beaches and coastlines, urban centres and warm, friendly people‘.

SA Tourism opened an office in Sydney nine years ago, and has invited the travel trade on familiarisation trips to South Africa, and has conducted joint roadshows and workshops with the travel trade in Australia. Business Tourism to South Africa was marketed too, the Minister referring to the successful lnternational Olympic Committee and COP17 Climate Change conferences held in Durban last year.  The Minister visited the Asia-Pacific Incentives and Meetings Expo, at which our country was promoted as a ‘highly accessible and value-for-money destination’, and its successes since hosting the 2010 World Cup were highlighted.

The Australian tourism market is attractive, with its visitors staying 15 days and spending R11800 per person per trip on average.  It has a strong word-of-mouth communication network with so many former South Africans living in Australia, although not all of them are positively predisposed to their former homeland.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage