Focus on South Africa
South Africa is drawing record numbers of international visitors with an irresistible combination of first-class facilities, diverse experiences, warm hospitality and value for money. Neena Dhillon investigates a tourism product that is on the up.

Described as the South African economy’s ‘new gold’, tourism is on course for a record-breaking year. In September, South African Tourism announced a record 1,795,989 foreign arrivals between January and March 2005, up 10% on the same period in 2004. “This marks the highest number of first-quarter arrivals ever recorded in the history of the country’s tourist statistics,” says SA Tourism CEO Moeketsi Mosola. “We are encouraged that the industry has enjoyed strong growth for the third consecutive year, averaging 4.9%.” Tourists from Europe grew by 3.5%, largely driven by the leading overseas markets of Germany and the United Kingdom, while the growth trend out of the US continued, with a rise of 13.8%.

More good news came with the announcement that there was a rise of 25% in total foreign direct spend by tourists, standing at R12.9 billion in the first quarter of 2005 compared to R10.3 billion the year before. This increase was driven by African and European tourists, whose expenditure rose by 22% and 36% respectively.

These statistics serve as an important confirmation of South Africa’s strengthening tourism product. Other accolades, such as being ranked within the top 10 country category in the Condé Nast 2005 Readers Travel Awards, prove that South Africa is establishing itself as a credible and desirable international destination. While safari remains the country’s top attraction, South Africa’s first-class spa and golfing facilities have been capturing the attention of a global audience. Certainly one of its best-kept secrets is its magnificent spa resorts, while golf enthusiasts are spoilt for choice when it comes to teeing off.

“Spa and golf have become the reasons for travel, particularly among well-heeled travellers,” comments Lindy Rousseau, Global Marketing Director, Pezula Resort Hotel and Spa in Knysna. “They will often make their choice of destination based on the golf or spa, and it is a huge advantage if a property can offer both experiences because couples travelling together do not always both play golf.” Pezula Resort Hotel and Spa, which opened in February 2005, boasts a championship golf course, recognised as one of the best in the country, while its spa was named the ‘Best Resort Hotel Spa in South Africa’ at the 2005 Nouvelles Esthétiques awards.

At the Santé Winelands Hotel and Wellness Centre, situated near Paarl, the winning combination of a first-class spa facility and access to surrounding championship courses has undoubtedly placed the property on the international map. The hotel’s 2,700 square metre Santé Wellness Centre – the largest spa in South Africa – has not only drawn in domestic and international leisure travellers but also attracted the conference and incentive market. Voted as one of the ‘16 Best Spas on Earth’ by UK Elle magazine and voted South Africa’s Best Destination Spa 2005 at the Nouvelles Esthétiques awards, it exemplifies a new level of world-class product that is shaping South Africa’s tourism offering.

While spa is recognised as an important feature when it comes to catering for discerning, international travellers, the safari experience remains king at Sabi Sabi Private Game Reserve, an eco-tourism location integrated into Kruger National Park. “Safari per se remains the primary draw card, with spa a complementary, add-on feature,” says Desiree Thomas, General Manager Sales & Marketing. “At Sabi Sabi, we have translated the safari experience into unique, pampering and earthy spa and wellness treatments that take their cue from nature.” The luxury game reserve is home to the Earth Nature Spa and the Bush Nature Spa, where the emphasis is on signature treatments, using indigenous ingredients, developed especially for Sabi Sabi.

The acclaimed Makweti Safari Lodge, located in the Welgevonden Private Reserve, has been able to build an international reputation based on its exclusive safari focus. The lodge accommodates just 10 guests in individually built thatch and stone suites. While Makweti’s management is looking into the possibilities of adding a fitness or massage facility to the lodge, in order to keep up with the wellness trend, there is still some debate about its value in a dedicated safari destination. However, the trend for wellness- and holistic-based travel has had an interesting impact on safari itself. “Two years ago, visitors came here looking for the Big Five only,” explains Helen Wilson, Marketing Manager. “Now there is more recognition that different topographies and landscapes can form part of a holistic experience, tourists are combining different regions into their travels, thereby extending the length of their safari.” Approximately 88% of guests at the lodge are international tourists, with return business standing at a high rate of 42%.

Whether it’s spa, golf or safari, South Africa is clearly able to satisfy the demands of discerning, international travellers. For Rousseau, it is the destination’s youthfulness that gives it its advantage. “As a relatively new tourist destination, we have enjoyed a proliferation of new products that have been developed to the highest standards so that visitors have an amazing choice of world-class accommodation options,” she confirms. “South Africa has so much tourist product to offer and is competitive compared to its international counterparts.”

At Santé Winelands, the promotion of South Africa and the Cape as a destination is a top priority. For this reason, the hotel is keen to augment its unique selling point of spa with a variety of additional activities, many of which are destination based – wine tasting is just one example. “We attach high importance to our guests’ experiences outside the hotel by continuously evaluating the restaurants, wine estates, historic and cultural areas to recommend,” comments Deputy General Manager, Jacques-Louis Moolman. “One of the strategic reasons for drawing this parallel between our core product and auxiliary product is to promote the region and destination.”

Makweti’s Wilson believes the country has benefited from a collective drive by the government and individual properties to raise brand awareness of the tourist product. “These efforts have underlined how South Africa represents value for money and delivers a cosmopolitan African experience,” she says. Meanwhile, Thomas of Sabi Sabi suggests: “The country’s popularity as a destination for international guests has weathered the honeymoon period that took place after the 1994 elections because of its diversity, value and fantastic people.”

Add to this, the naturally welcoming nature of South Africans and the renewed emphasis on training in the hospitality sector, and it’s no wonder the country’s tourism industry is in the ascendancy.