Sojern Unveils South African Travel Surge

SOJERN REVEALS THRILLING SURGE IN SOUTH AFRICAN TRAVEL DEMAND, EMPHASIZING GROWING SAUDI MARKET AND URGENCY FOR INCLUSIVE TOURISM STRATEGIES.

Sojern, the top travel marketing platform, unveils South African travel surge, spotlighting the flourishing Saudi market, up 177% YoY, and the push for inclusive tourism.

Diverse Trips and Inclusive Trends in South African travel Market

Comparing to 2022, September 2023 sees a surge in weekly hotel searches and flight searches. That is matching pre-pandemic 2019 levels, hinting at a revived interest in South African travel destinations.

With 28% planning trips in the next seven days and 25% eyeing peak summer months, diverse travellers show anticipation. Inclusive tourism is crucial to cater to the unique needs of Muslim travellers.

About 33% exploring 4-7 days, 17% considering 8-14 days, and 30% booking trips over 15 days, South African travel offers diverse opportunities for Destination Marketing Organisations (DMOs).

Distance, Traveller Composition, and Saudi Surge

Nearly half (49%) of visitors come from over 3,000 miles away, featuring solo adventurers (68%), couples (19%), and families (13%). Notably, a remarkable surge is observed from Saudi Arabia, emphasizing a growing fascination with South Africa.

Top feeder markets include the US (24%), UK (6%), Germany (6%), and the Oceanic region (4%). The spotlight, however, is on Saudi Arabia, ranking fifth and seventh for hotel and flight search volume. That is indicating a projected surge from the Middle East.

Embracing Diversity in Marketing Strategies: A Call to Action

Stewart Smith, Managing Director MEA at Sojern, emphasizes the need for inclusivity. With a 187% increase in flight searches from Saudi Arabia, South Africa must embrace diversity, offering Halal-friendly services and cultural sensitivity to build trust with Muslim travellers.

Collaborations with Islamic organizations and personalized experiences can enhance South Africa’s appeal. Fazal Behardeen, CEO of CrescentRating and HalalTrip, notes South Africa’s seventh position in the Global Muslim Travel Index 2023, emphasizing the need for inclusive marketing strategies.

Sojern’s Role in South Africa’s Travel Industry Growth

Sojern, entering the South African market in H1 2022, supports travel recovery with digital marketing solutions. With real-time insights and analytics, Sojern aids in driving direct bookings, increasing web traffic, and establishing loyalty programs for the South African travel industry.

In conclusion, South Africa’s travel surge, coupled with the Saudi market’s notable growth, presents a golden opportunity for the tourism industry. By adopting inclusive strategies, South Africa can reinforce its position as a top destination for tourists globally.