"It Is Crucial To Build On The Success Of The Last Three Years"

Moeketsi Mosola, CEO, South African Tourism, in conversation with Shweta Vaswani, highlights the importance of the Indian market for the South African Tourism business and the plans to develop the market further

What made you select India as the destination for your first ever "InCountry Famil"? Are there plans to make it a regular event?

According to me, it is crucial to build on the successes of the last three years. We believe that the maturity of the partnership between South African Tourism (SAT), South African (SA) trade, and the Indian trade has grown leaps and bounds over the past three years. Considering the phenomenal success that SAT has witnessed in the Indian market wherein one out of every five Indian is our potential client, we wish to bring this number down to three. Hence, our objective is to educate the trade further about our products. Depending on the feedback, we definitely have plans to make it a regular feature.

How has India evolved as a potential market for South Africa?

Our progress in India has been encouraging. In 2002, we witnessed a growth rate of 22 per cent, in 2003, 20 per cent and in 2004, due to the World Cup cricket fever, we shot up to a score of three per cent in a quarter. With regards to investment, we have increased it by 10 per cent every year. We have a well- drafted approach, hence we brought in high quality products in this 'famil'. Within our limited budget, the results have been positive.

What do you think, needs to happen, for India to become your core market?

The only factor is numbers and increasing them substantially is not impossible. India has huge potential. It is important for both countries to work together.

Will you be opening more offices in India?

That will depend on the growth levels we experience. Our expansion plans in India are directly proportionate to the rate of growth.

What kind of positioning did you envisage for South Africa in the Indian market initially and has it stayed the same?

The positioning of South Africa in India is very important. 'The heart of the SAT brand and the essence of South Afrcia is that a break in SA (which is a holiday) is a break that breaks new ground.' Not only do you experience a good holiday when you visit South Africa, but come home more enriched. Our catch is `South Africa It's Possible'. The feedback we have received from the Indian clientele has been encouraging enough to support the phrase. According to me, this is powerful positioning.

What are your comments on the fact that, Indians tend to relate South Afrcia with wildlife tourism?

We have witnessed an increase in the elite class from India visiting South Africa. South Afrcia has also been popular with Bollywood, which has effectively captured other highlights of the country, going beyond wildlife. So while wildlife is definitely top of mind, feedback has revealed that other specialities are also highly popular.

Is South Afrcia targeting high end Indian clientele?

I don’t think so. However, the Indian travel trade have created than positioning and they best understand this market. Our target is diversified, we think high-end tourists are important but people who are not extremely rich, can yet afford to travel, as we have variety of services catering to a diverse profile of travellers.

What are the challenges you face in the Indian market and what is your roadmap for the years ahead?

There are two major hurdles, one is price and the second is that of food. I don't believe that Indians want cheap holidays. I believe that if there is one thing they look for, is value. If they see value in what we are offering, then price will not affect them. Hence the important challenge is to communicate at every level that we have value for money offerings. Our research has also highlighted the fact that Indians have a special preference when it comes to food and we are doing our best to cater to this demand.

Where does India rank in terms of tourism business for your country?

India, no doubt ranks in the top 10 list for South Africa. It is undeniably one of the most important markets, which is why we are here. It has also been brought to our notice that around 300,000 Indians are our potential clients. My aim is to get at least 100,000 conversions.

Will there be an increase in the budget for the Indian market?

Our investment each year has been increasing by 10 per cent on an average. But further investment will only depend on the volume of business generated.

What benefits do you perceive for both Indian tour operators and South African delegates from the event?

By the time Indian tour operators leave this event, they will have increased their level of confidence with regard to selling South Africa. This will in turn result in more people travelling to South Africa and as for South African delegates, they will definitely go back home more confident selling to the Indian market.