TRENDSETTING

New trends emerge as international tourists make their way to South Africa

In an almost-unimaginable turnaround after two years of hell, the local tourism industry is benefitting from international ‘revenge travellers’ and a trend called regenerative tourism — all as a direct consequence of the lifted restrictions around the world.

All things remaining the same, it appears that SA tourism will enjoy a boom, despite fears of a global recession. This is according to tourism entrepreneurs that are part of the Entrepreneurs’ Organization (EO) in Cape Town, South Africa, who say that even if the current booking levels – which in many instances surpass 2019 levels and, in at least some instances, are at their highest ever levels – subside somewhat, all indications are that South Africa is hot property now, especially for American and European travellers.

While there is likely a revenge tourism bubble – a phenomenon of those who were blocked from travelling and are doing so now more regularly and in higher numbers – there’s been a subtle shift towards experiential travel instead of just box-ticking or destination trips.

Mary Rijnberg, who has a role within EO as recruitment expert for the Africa region and is managing director of upmarket travel boutique business Planet Africa Safaris, said that in the luxury segment, while numbers are substantially up, travellers are wanting to linger a little longer. “People are taking their time, staying an extra night and really getting to know a place before they move onto the next destination,” she said.

Ms Rijnberg said that this is most likely the result of people reassessing what is important to them after the scare and disruption of the pandemic. “We are also seeing a big increase in regenerative tourism, where people want to know that they can make a positive difference and impact on their travels. What are lodges doing for local communities? How can I contribute to conservation? These sorts of questions are becoming more important, and this is a focus area for us, to facilitate this meeting between travel and conscience,” she added.

Ingram Casey, a judge for the Safari Awards, who previously spent six years as Southern Africa director for the

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African Travel and Tourism Association, is an EO member and founder of Escape+Explore, paints a very positive picture for the South African tourism industry, especially for those who serve the international market.

“From where we are sitting, looking after mainly upmarket US and European travellers, figures very much confirm we are set for a busy second half of 2022 and into season. Despite hefty air fares and other factors that would typically hold back travel, there has not been any let-up in demand for private experiencebased touring in Cape Town.”

He added, echoing Ms Rijnberg: “We are taking a cautiously optimistic approach to 2023. It’s important to remember a good chunk of the current travellers are clients rolled over from 2020/21 [who were forced to postpone] and we are aware that the current booking trend could be an extended revenge traveller bubble. However, I feel the strong booking trend will continue, as spending has shifted to experience over material things. We are also seeing more flights from Europe and US being added, which is key to keeping the flow of international tourists and this helps balance out the sky-rocketing flight prices.”

“Africa generally, and South Africa specifically, are in demand not only because of our favourable exchange rate but also for our variation and beauty, from forest, to safari, to desert, to beach, it is almost unmatchable. There are very few markets with such diversity and beauty,” Ms Rijnberg said.

EO board member Anton Gillis, speaking on behalf of Platinum Hospitality Holdings, said that while local travellers showed incredible support to the local hospitality industry during the pandemic, they are being held back by exorbitant airfares, while petrol prices have made road trips a lot more expensive, meaning that people can’t do the same distances.

On the other hand, he said that international travellers are raring to go and things are happening a lot quicker than before. “There has been an incredible uptick in current hotel occupancies and future business on the books. The booking window is a lot shorter than it was historically,” he said, something echoed by Mr Casey, who said that whereas in the past they were working with six-to-12-month lead times, that has now been slashed.

“We used to make 60-70 per cent of our bookings for travel in six to 12 months’ time. This has completely reversed with 68 per cent of new bookings travelling within three months of confirming their booking,” Mr Casey revealed. It appears that people have realised just how short life can be, hence the need to experience their bucket lists sooner rather than later.

Who is Mary Rijnberg?

Mary Rijnberg has had a connection to the African continent since being born in Ethiopia. Her parents worked as flying doctors in Zambia and Ethiopia in the 60’s and 70’s and also travelled through the Serengeti in a Volkswagen Beetle. Mary studied criminal law and history at Leiden University in the Netherlands before working for Heineken as HR Officer in Amsterdam for a few years. In 2003, Mary and her partner Bas took a sabbatical from corporate life and went to work in Tanzania. She immediately fell in love with the bush and so began her safari journey as co-director of a small safari company in 2004. In 2009 Mary moved to Cape Town and founded Planet Africa Safaris. As founder and managing director, she uses her decades of experience on the African continent, and her friendship with conservationists and safari camp founders to craft unique and deeply connecting itineraries for her global clientele. Mary is also a board member of the Entrepreneurs Organization (EO) and is passionate about bringing racial diversity and the power of women to the organisation.