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South African Tourism aims for a 35 per cent increase in Indian MICE travellers in 2023
1 in 4 Indian arrivals to South Africa are motivated by MICE.
Committed to the growth of the Indian business and MICE travel segment, South African Tourism continues to engage with corporates through its MICE think tanks that assist in setting the ground for quick recall and are particularly aimed at capitalising on the growing demand for MICE tourism.
It serves as an add-on to the tourism board’s well-developed strategy and allows them to directly communicate with the decision-makers responsible for their company’s corporate travel purchasing and address their needs.
Last yearm the tourism board met with corporates across four cities, namely Delhi, Mumbai, Pune and Bengaluru in a closed-door event featuring 30-40 companies. The interactions focused on exploring the latest opportunities within the destination, showcasing new regions and allowing the corporates to share their understanding and needs. Further, it provided an in-depth understanding of the overall incentives segment, an evolved sense of purchaser needs and expectations, and most importantly, helped educate the decision-makers on various business-oriented facilities that the destination has to offer.
Neliswa Nkani, hub head — Middle East, India and South-East Asia, South African Tourism said: “Corporate India’s increasing interest in hosting global/ inter-governmental meetings, incentives and important exhibitions in South Africa is a testament towards the world-class business facilities the country has to offer. The Rainbow Nation has evolved as a destination with a winning combination for India’s business and incentive travellers owing to the affordability and available engagement opportunities. It is heartening to see more and more corporate houses choosing South Africa as the preferred destination for addressing their business needs.”
“The strengthening economic ties between both the nations presents us with a great opportunity to capitalise on the increasing demand for incentive tourism. Keeping in mind the evergrowing size of the Indian economy, we are aiming for a 35 per cent growth in MICE travellers from India in 2023,” she added.
As a result of the ongoing efforts, India has converted around 2,841 pax across varied sectors between May to September 2023. It is important to note that during this time South Africa will be hosting the BRICS summit, which is a testament to our capabilities to host world-class events.
We can attribute this success to the direct engagements we have had with corporates, The High Commission and the Consulate General. The think tanks are also complemented with events like ‘sights, sounds and taste of South Africa’, that bring the destination alive in India and immerse the corporates.
South African Tourism has realised the value of incentive travel and our think tanks are embedded in our strategy, to enhance business events in collaboration with the National Convention Bureau, which is a key department in securing big events and bid support.
Post the pandemic, India moved up two spots, to become the sixth largest international source market for South Africa. In 2022, the Rainbow Nation witnessed a surge of over 200 per cent in travellers from the country and welcomed over 55,000 Indians up to December. With over 1 in 4 Indian arrivals to South Africa motivated by MICE, the country continues to remain amongst the top-three focus markets for South African Tourism. Key to note is that Indians are the highest consumers of adventure activities in India. Raising its targets for this year, the tourism board is aiming for a 35 per cent increase in incentive travellers from metros and tier-two markets in 2023 and will continue to interact with potential audiences through such highly engaging events.
