South African Tourism Encourages Local Travel with the Fifth Annual Sho’t Left Travel Week
SOUTH AFRICAN TOURISM’S SHO’T LEFT TRAVEL WEEK CAMPAIGN AIMS TO BOOST DOMESTIC TOURISM BY OFFERING DISCOUNTS ON TRAVEL EXPERIENCES, ACCOMMODATION, AND TOURS. THE INITIATIVE SEEKS TO MAKE TRAVEL MORE AFFORDABLE AND ACCESSIBLE FOR SOUTH AFRICANS, ENCOURAGING THEM TO EXPLORE THEIR OWN COUNTRY.
South African Tourism has recently launched the fifth annual Sho’t Left Travel Week, an initiative aimed at promoting domestic travel within the country. Taking place from September 4 to 10, 2023, the campaign offers attractive discounts of up to 50% on various travel experiences, accommodations, and historical and cultural tours.
The primary objective of this campaign is to encourage South Africans to explore the beauty of their own country and boost domestic tourism. With the rising cost of living making travel unaffordable for many citizens, Sho’t Left Travel Week aims to make it more accessible and affordable for everyone.
Last year, the campaign generated 11,000 booking enquiries, and this year, the organizers hope to surpass that number and inspire even more South Africans to explore their local destinations.
Mashoto Mokgethi, the head of domestic tourism at South African Tourism, spoke with BizCommunity to discuss the objectives of the Sho’t Left Travel Week campaign and its potential to revitalize the tourism industry in South Africa.
Q: Can you explain what Sho’t Left Travel Week is and how it contributes to tourism in South Africa?
A: Sho’t Left Travel Week is an annual campaign that aims to provide discounts to South Africans, akin to the Black Friday of travel. It takes place in the first week of September, allowing people to book their travel during that week for any future date. The campaign is crucial in addressing South Africa’s affordability challenge, which often hinders locals from exploring the wonders of their own country. It strives to grant every South African access to the diverse tourism offerings throughout the nation.
Sho’t Left Travel Week also presents an opportunity for the travel trade to contribute to the growth of domestic tourism, which serves as the backbone of our industry. It allows regions that typically receive fewer visitors to showcase their attractions and affordability to a wider audience, while trade partners can offer discounts during periods of lower demand.
Q: What are the benefits of participating in Sho’t Left Travel Week?
A: By participating in Sho’t Left Travel Week, travel businesses not only become part of the largest local travel sale but also benefit from the extensive media coverage and hype surrounding this significant event.
Furthermore, businesses gain exposure to a substantial market of over 10 million domestic travelers. Increased visibility can lead to higher sales, enhanced brand awareness, and improved customer loyalty. The Sho’t Left platform offers travel and tourism businesses a free opportunity to showcase and promote their offerings, expanding their reach to new customers.
Trade partners have the freedom to offer discounts ranging from 10% up to 50% or more, depending on their capacity. This flexibility allows them to address their specific challenges related to seasonality.
Q: How does the campaign generate leads and increase bookings?
A: Through a comprehensive marketing campaign that includes TV, radio, digital outdoor, social media, online marketing, activations, and public relations, Sho’t Left Travel Week drives traffic to the Sho’t Left website, where consumers can explore a wide range of deals and packages.
Trade partners benefit from increased exposure and traffic to their featured deals on the Sho’t Left platform. The marketing efforts aim to entice South Africans to visit the website and discover enticing offers, with some of the best deals promoted with price point advertising and posts.
The more appealing the deals, the greater the interest and engagement from potential travelers.
Q: What are your thoughts on the current state of the tourism industry in South Africa?
A: Domestic tourism has not only recovered but has surpassed pre-Covid levels, demonstrating continuous growth. We are also witnessing positive trends in our African and international markets, with South Africa once again emerging as a preferred destination for both local and global tourists.
Related Stories
