The South African Tourism Authority is actively seeking to expand its tourism markets to include more visitors from Southeast Asian countries, particularly Singapore, Malaysia, and Indonesia. These countries have been targeted as part of an overall approach to develop better flight connections, provide more exciting Muslim-friendly experiences, and develop South Africa’s status as a new and exciting tourist destination for Southeast Asians.
With its priority markets now focused on Southeast Asia, Singapore currently sends the highest number of tourists from the region, followed by Malaysia, and Indonesian tourist numbers are continuing to grow. Travel between South Africa and Indonesia is also becoming increasingly active in both directions.
South Africa is currently working to facilitate travel to and from South Africa for Indonesian visitors, even though there are currently no direct flights from Indonesia to South Africa. Instead of waiting for this limitation to change, South African officials are working to create more travel hubs throughout the region, partner with other neighbouring countries, and negotiate new aviation agreements that will make travel easier and more convenient.
The tourism push into Indonesia is not only about planes, but it is also about partnership. To further enhance the travel experience for Indonesian tourists visiting South Africa, South Africa has entered into a tourism cooperation agreement with Indonesia. This agreement will allow the two countries to work together to promote the two countries as joint marketing destinations, create sustainable tourism projects, create investment opportunities, improve safety for travellers, and develop a pipeline for talented individuals to the travel industry in both countries.
There was an emphasis on cultural comfort long before the existence of marketing slogans for Muslim travelers, and South Africa is expanding halal-friendly services from cuisine and lodging, to attractions and experiences that are welcoming and respectful of Muslim religious needs.
For example, Cape Town already has a rich Islamic heritage and is home to over 100 mosques, including many historical structures that are more than 100 years old. What is interesting is that one of the early imams to serve in South Africa (from Indonesia in the 1700s) helped to develop the early Muslim communities in that part of Africa; thus, his contributions are part of the cultural history of South Africa.
In the future, there are plans to develop Muslim-friendly safari lodges in some of the more well-known national parks so visitors will be able to safely and comfortably enjoy wildlife experiences without compromising their comfort levels, food quality and/or spirituality.
For Indonesian visitors, entering South Africa is easy because they do not need to obtain a visa prior to traveling. Accordingly, this eliminates a considerable barrier—making the planning process for a spontaneous trip, or a long-term trip—much easier to complete.
South Africa is evolving beyond selling safaris and beautiful landscapes and creating a much broader tourism product. Some of the new experiences include a dinosaur interpretation centre to view our heritage of dinosaurs, new four-star seaside resorts, international golf events, and increasing recognition as a business tourism destination.
Beyond this shift from just the traditional understanding of South Africa as a safari destination to being seen as having a well-rounded tourism offering, it is also about changing global perceptions of South Africa. The South African government is keen for South Africa to be seen as a modern, diverse, culturally rich, and welcoming destination.
If this plan is successful, Southeast Asians may start considering South Africa as a choice for a new destination — not only for wildlife but also for cultural, comfortable, historical, and truly memorable experiences.
