Australia is ranked 6 in terms of South African Tourism’s top-20 long-haul source markets. Between 2005 and 2010 there has been a 39% increase in arrivals to South Africa from Australia, reaching more than 107 000 in 2010. South African Tourism have announced a target of 120 000 Australian tourist arrivals by 2013.

The importance of the Australian market was emphasised by SA’s Minister of Tourism, Marthinus Van Schalkwyk on his recent trip to Australia. He was in Sydney for the Asia-Pacific Incentives and Meetings Expo (AIME), the premier meetings and incentives event in the Asia-Pacific region. He maintained that the relationship between the South African and Australian travel trade was mutually beneficial, backed by a number of initiatives managed on the ground by South African Tourism’s Australia office.

In addressing the issue of combating seasonality in the Australian source market, he said: “We actively need to work at improving seasonality by exposing and promoting South Africa’s all-year, easy-to-do and value-for-money experiences.”