By Laura Goodman PO Box 1197 Houghton, 2041 Tel: 011 326 3090 Email: shopping@marketdecisions.co.za FOREIGN ARRIVALS IN SOUTH AFRICA
Introduction * The interest of South Africa as a destination to overseas travellers has been assessed with the intent of identifying the most common nationalities of our visitors. * Decreases in numbers of passengers over the years from a particular country would be a cause for concern. * Increases in numbers of passengers over the years from a particular country would provoke a reanalysis of marketing strategies to encourage further tourism growth. * It is important to know exactly who your target market is and how to maintain them. * There are some issues concerning the arrival of international airlines on the African continent as South Africa is no longer seen as an international transfer destination. * South Africa is also not a popular investment destination due to plight of the parastatals and the general economic downturn.
MAP SHOWING FOREIGN ARRIVALS TO SOUTH AFRICA (Excluding International Transfers)
Europe Map Showing Foreign Arrivals from Europe to South Africa
Europe Graph Showing Foreign Arrivals from Europe Steady influx of European passengers travelling to South Africa since 2004. UK, Netherlands and Germany most prominent tourists. Significant drop in 2009 as a result of the financial crisis. Slight rise in 2010, probably related to the World Cup. A rise in tourists experienced in 2013 which has since begun to decline.
Asia Map showing Foreign Arrivals from Asia to South Africa
Asia Graph Showing Foreign Arrivals from Asia Decline noticed in 2009. Strong increasing trend till 2013, dramatic decline experienced in 2014. The majority of these visitors are form Chine and India. Chinese investment in to Africa continues to be strong and it is likely that foreign arrivals are using hubs such as Dubai instead of ORT.
Australasia Map Showing Foreign Arrivals from Australasia to South Africa
Australasia Graph Showing Foreign Arrivals from Australasia Slight decline in 2009. General stability in numbers of tourists possibly due to former South African residents travelling back and forth for business or personal reasons.
Americas Map Showing Foreign Arrivals from North America to South Africa
Americas Graph Showing Foreign Arrivals from North America Gradual increasing trend of tourists visiting South Africa. Noticeable decline in 2009, increasing numbers of visitors till 2013. Slight and predictable increase in visitors from America and Canada in 2011.
Americas Map Showing Foreign Arrivals from Central and South America to South Africa
Americas Graph Showing Foreign Arrivals from Central and South America Stable influx of visitors to South Africa till 2010 which then witnessed a dramatic increase of visitors through the 2010 Soccer World Cup. Increase in visitors from Brazil between 2011 and 2013 due to South Africa s input into Brazil World Cup in 2014. Numbers of tourists remained high till a rapid decline 2014.
Africa Map Showing Foreign Arrivals from North and West Africa to South Africa
Africa Graphs Showing Foreign Arrivals from North and West Africa General strong increasing trend of North and West African residents travelling to South Africa. Declines in tourists seen in 2009. Predictably, as a strong emerging market, many Nigerians travel to South Africa. However, this is showing a declining trend and should be of concern to South
Africa Map Showing Foreign Arrivals from Central and Southern Africa to South Africa
General increasing trend in people travelling to South Africa. Most of these travellers are utilising buses, trains and cars due to the proximity to South Africa and SACU countries. 2009 witnessed a radical decline in visitors possibly due to the 2010 FIFA World Cup price perception. Predictably, there have been increasing numbers of people from Mozambique, Botswana, Zimbabwe, Zambia, Malawi, Lesotho and Swaziland seeking employment opportunities in Africa Graph Showing Foreign Arrivals from Central and Southern Africa
Middle East Map Showing Foreign Arrivals from the Middle East to South Africa
Middle East Graph Showing Foreign Arrivals from the Middle East Stable but low trend of tourists visiting South Africa. Decline witnessed between 2012 2014. Arrivals from the Middle East are sought after by most countries throughout the world because of the average spend by tourists from this region.
Actual Visitor Per Continent for all Modes of Transport
FOREIGN ARRIVALS IN AFRICA
World Tourism Indicator International Arrivals
World Tourism Indicator Arrivals by Continent Actual Tourist Numbers
Global Airlines into Africa South Africa is Competing with Passengers who Prefer Direct Flights
Global Airlines East Africa
Global Airlines Southern Africa
Foreign Arrivals Jan March StatsSA 2014 vs 2015 Variance
Impact of Visa Regulations * The new Visa Regulations have been touted as the reason for the decline. * The Regulations were outlined in 2014, but only implemented in June, 2015. * It has a partial impact but the greater reason is whether the country is a safe and an attractive destination for Asians, Europeans and North Americans. * The major problems are communication and consistency.
Conclusion There is great concern that South Africa is losing out to other tourism destinations. For Europe, there is a decline with German, French and Dutch travellers to the country. For Asia, there is a decline with Chinese, Indian and Japanese travellers to the country. For Africa, open skies means that the following airlines fly directly to Sub- Saharan African destinations: Emirates British Airways Air France Turkish Airlines Ethiopian Airlines African destinations such as Egypt and Kenya receive more international arrivals from European markets than South Africa. This is because they have a touristcentric marketing strategy as well as on the ground experience. South Africa is regarded as a tourist destination, but the crime, xenophobia and