South Africa Picks India For Two Key Pilot Projects

Bhisham Mansukhani - Mumbai

South African Tourism has chosen its Indian market for two key pilot projects that it may roll out globally in the future. It recently held the 'In Country Famil' in Goa, the first of its kind that SA Tourism has held in any of the markets it promotes. Additionally, it will also launch a special arts programme that will see artists from India and South Africa paint touristic impressions at different locations across South Africa. A special cuisine map is also being worked out that will identify Indian restaurants across the country, thereby encouraging Indian tourists to enlarge their footprint.

Regarded by SA Tourism as one of the leading contenders among its emerging markets to become a core market, India is only one of 13 countries to have a SA Tourism office. Lance Littlefield, country manager- India, South African Tourism, averred, "The In Country Famil is the first of its kind ever organised by South African Tourism in India or anywhere else in the world. The success of the project could well see its launch in many of our other markets which is why country managers from some of the other markets were also present to witness it first hand."

The 'In Country Famil' saw 43 South African agents and ground handlers meet with 63 Indian tour operators, showcase their product and present a more holistic picture of South Africa rather than just the wildlife, which it has come to be associated with in the Indian market.

“Later this year, South African Tourism will also fly a number of Indian artists to South Africa where they will be joined by local artists to paint touristic impressions of the country at various locations. "The project is significant because of the fact that the discerning Indian is visiting South Africa," Littlefield said.

SA Tourism is also developing a cuisine map, which will dot locations across the country that boast Indian restaurants encouraging Indians to tour the country more widely as food would no longer be an issue. "A young urban professional who may not be a strict vegetarian can travel without any inhibition with regard to food. That is however not true in the case of the Jain traveller and other staunch vegetarians who may face an issue. The cuisine map, which is still in a tentative stage, could increase options for all Indian travellers," Littlefield said.