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2022 Tourism Month Mini Report

One of South Africa’s hardest hit sectors during the Covid-19 pandemic was tourism, and related sectors such as hospitality. It is estimated that the tourism sector saw more than 470 000 job losses in 2020 and it is believed that the sector currently still only operates at 30-40% capacity, compared to pre-pandemic levels. The tourism industry is thought to have contributed R130 billion to the country’s economy prior to the pandemic, but 2020 saw international visitor numbers drop by more than 70%. As international travel is further under pressure due to the high cost-of-living, rising fuel prices and even conflict, it will certainly take some time before the full tourism potential that South Africa offers international visitors, will recover.
However, recent months have seen various campaigns to promote domestic travel, with many entities doing their part to revive the local tourism market. The Industrial Development Corporation (IDC), in partnership with South African Tourism and the Tourism Business Council of South Africa, recently brought together select establishments, airlines, and tour operators to launch a travel campaign to promote local tourism. The campaign promised to reward travelers with a discounted rate of up 35% to selected destinations spread across the country.
2022 Tourism Month Mini Report
South Africa celebrates Tourism Month during September, where specific focus is placed on the importance of the sector to the South African economy. The month also sees more great travel deals being offered to local travelers. For this Tourism Month “The Great South African Sale”, led by SA Tourism’s Sho’t Left, compiled a list of some of the country’s biggest tourism specials with many destinations offering up to 50% discounts on their normal fares.
Tourism advertising comes in many shapes and forms, and in this infographic Ornico, the leading Brand Intelligence and research firm, explores tourism-related advertising for the past year, as part of celebrating this crucial part of our economy.
Tourism Month Advertising Mini Report
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