South African Tourism sets sights on Arabian Travel Market
South African Tourism is actively seeking strategic opportunities to expedite the recovery of the country's tourism sector. One such platform is the Arabian Travel Market, which brings together global tourism decision-makers, industry experts, and thought leaders to unlock the sector's potential. This year's 30th edition of the tradeshow will take place from May 1 to May 4, 2023, at the Dubai World Trade Centre. According to Zinhle Nzama, Acting Chief Convention Bureau Officer at South African Tourism, the country's presence at the Arabian Tourism Market "marks a significant milestone in South Africa's journey towards economic revival and tourism rebound."
South African Tourism views participating in the trade show as a tremendous opportunity that cannot be missed. Last year, the South African delegation had over 37 leads, most of which turned into business. As part of last year's ATM, South African Tourism signed an MoU with Emirates Airlines, which has helped the airline operate 49 weekly flights into South Africa, signaling how the country continues to leverage international trade shows.
South African Tourism is taking 19 exhibitors, including 14 products and experiences and five SMMEs, to ATM this year. The exhibitors were carefully selected to meet the needs and preferences of Middle Eastern travelers looking to explore South Africa. Tourism is a vital part of South Africa's economic recovery plan, dubbed the South African Economic Reconstruction and Recovery Plan. According to Nzama, international travel and tourism trade shows offer opportunities for South African tourism enterprises of varying sizes to form lasting partnerships and collaborations.
South Africa aims to achieve 21 million arrivals by 2030 as per the National Development Plan's injunction. In 2022, tourism contributed 3.7% towards South Africa's GDP, surpassing agriculture, utilities, and construction contributions, and provided sustainable employment opportunities for nearly 1.08 million people in the travel and tourism sector.
The Arabian Tourism Market provides South Africa with a significant chance to promote its destination directly to its important source markets in Asia, Australia, and the Middle East. According to Nzama, the region has seen healthy incoming visitor numbers in recent years, and South Africa aims to cultivate and nurture them further. Last year, South Africa attracted 5.7 million incoming international visitors between January and December 2022.
South Africa believes that there is more room for growth, not just in this region's contribution, but in the overall global figure of wanderlust-seekers who heed its message to come to South Africa and "Live Again." International trade shows such as ATM are part of the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, which South Africa has identified as one of the growth levers in the post-COVID-19 pandemic era.
