- By: Deepali Nandwani
South Africa has just opened its international borders and to instil confidence in international travellers, South African Tourism has launched inspiring campaigns under the series, #CompleteConfidence.
South Africa, as a country, is a bewitching blend of beaches, wildlife, vineyards and heritage, allowing for enough isolation since it is a large country and not too densely populated. Yet, the focus of the campaigns is not on this fact, but an exploration in the various precautionary measures taken in different destinations across the country, by different stakeholders in tourism. The campaigns straddle the biosafety systems put in place at private game lodges and government-owned parks, at hotels and at restaurants.
Among the safety initiatives highlighted: Fewer number of tourists in a safari vehicle to promote social distancing, digital menus, touchless parking, e-payment systems, et al.
Neliswa Nkani, South African Tourism, hub head – Middle East, India and SouthEast Asia, says, “We seek to clearly communicate the globally-benchmarked measures implemented as we look to build aspiration and reassure travellers looking to travel internationally, as borders reopen. While many protocols are set to change, the quality of our service and warmth of our hospitality will continue to abide by the hallmark standards we are renowned for globally.”
The short-format videos have been shot putting social distancing norms at its core and work as digital guides and information sources. The experiences have been filmed from a traveller perspective, with the aim of providing step-wise guidelines and educating them about mandated protocols in place, to ensure they have a safe and memorable experience.
Next in the series will be videos highlighting safety regulations for the crucial MICE (meetings, incentives, conventions and events) segment.
“The MICE industry in South Africa has witnessed a quick rebound, and is stronger and more vigilant than ever. It is an industry that never backs down from a challenge; this is clearly evident from the fact that we are ready for business. We have in place one of the most advanced planned protocols in the world, with pre-screening and onsite confirmation to guarantee safe events,” she adds.
Since the closure of borders over the last few months, the tourism board has been aggressively promoting virtual tourism experiences in consumer and travel trade spaces, in order to give travellers a first-hand feel of the destination and product, while also aiding aspiration and building recall.