South Africa is intensifying its efforts with comprehensive marketing strategies to become the top choice for the Indian outbound travellers.
Janice Alyosius
South Africa’s unparalleled natural beauty, modern infrastructure, and unique experiences make it a standout MICE destination for event planners and corporates. From luxury accommodations and world-class conference facilities to exhilarating adventures and rich cultural experiences, the country offers multifarious options for corporate travellers. From high-flying adventures to reflective historical sites and serene wildlife encounters, KwaZulu-Natal in South Africa offers a tapestry of experiences that cater to everyone’s passion.
Experiences
Karkloof Canopy Tours: Nestled in the heart of the KwaZulu-Natal Midlands, Karkloof Canopy Tours offers a thrilling eco-adventure. Participants can embark on a series of zip-line slides, providing a bird’s-eye view of the lush forest below.
Nelson Mandela Capture Site: Visit to the Nelson Mandela Capture Site is a poignant journey through South Africa’s struggle against apartheid. Situated at the very spot where Nelson Mandela was arrested in 1952, this site has been transformed into a captivating cultural and historical exhibition. It honors Mandela’s legacy and sacrifices for country’s path to freedom.
Pietermaritzburg Railway Station: For those intrigued by history, the Pietermaritzburg Railway Station holds special significance as the place where Mahatma Gandhi’s journey towards civil disobedience began. Known as the birthplace of Satyagraha, visitors can relive Gandhi’s transformative experience in South Africa through interactive exhibits and guided tours.
Microlighting Adventure in Ballito: In Ballito, adrenaline junkies and nature enthusiasts can take to the skies in a microlight aircraft, offering a thrilling aerial perspective of the North Coast’s stunning landscapes. This adventure provides an unparalleled opportunity to witness the beauty of the Indian Ocean coastline from above, highlighting the region’s natural splendor.
Sungulwane Private Lodge: For those seeking a more intimate encounter with nature, Sungulwane Private Lodge offers an exclusive Big 5 safari experience on Zuka Private Game Reserve. Located in the northern reaches of KwaZulu-Natal, this sanctuary allows guests to immerse themselves in the untamed beauty of South Africa, encountering iconic wildlife amidst the tranquil bushveld setting.
St. Lucia Lake Hippo and Croc Safari: Explorers can delve into the waterways of iSimangaliso Wetland Park with a thrilling hippo and croc boat safari tour of St. Lucia Lake. This UNESCO World Heritage Site is home to diverse ecosystems and abundant wildlife, offering an experience that combines adventure with conservation.
Expert Insights
Underlining the distinct factors that make South Africa an exceptional MICE destination, Ritu Maheshwari, Director Operations, Rainbow Vacations, said, “South Africa offers a blend of natural beauty, cultural richness, and world-class infrastructure. The diverse landscapes, from the scenic Cape Winelands to the Table Mountain provide breathtaking backdrops for attendees.”
Maheshwari recounted the unique coordination and professionalism of local event management companies. She asserted, “Visits to venues like the Durban ICC showcase their top tier facilities and technological capabilities for hosting large-scale international conferences and exhibitions.” Additionally, its unique incentive experiences, such as skydiving, microlight flights, and wine tastings along with its commitment to eco-friendly practices adds an appealing aspect for ecologically conscious organisations planning a MICE trip.”
Underscoring South Africa’s broad range of tourism opportunities, Vipin Sharma, Founder & CEO, Travel & MICE, emphasised, “When we think about South Africa as a MICE destination, the first thing that comes to mind are the experiences it offers along with the exceptional MICE infrastructure. The wildlife and adventure sports and activities such as shark-cage diving, and bungee jumping are best in class and provide a wide range of options for organising high-end MICE events.”
Sharma also highlighted the importance of cultural accommodations. “Indian tourists will find friendly locals and Indian restaurants catering to their tastes. The blend of adventure and luxury, combined with South Africa’s diverse offerings, makes it a compelling destination for MICE events,” he said.
Among the many experiences available, the microlight flight stands out as a memorable activity. This unique adventure provides an exhilarating perspective of the landscape for clients seeking extraordinary experiences.
Similarly, Manish Saini, Co-Founder, Levax Holidays, shared his enthusiasm for the microlight flight, describing it as “An absolute highlight, providing a stunning aerial perspective of South Africa’s breathtaking landscapes.” Saini also noted that activities like shark cage diving and ATV rides offer engaging experiences, further enhancing the country’s appeal.
tapping Indian MICE
India has been identified as a pivotal market for South African Tourism, and the destination is continuously enhancing its offerings to attract more Indian travellers from both leisure and MICE segments. Recent efforts underscore the country’s commitment to fostering stronger ties with Indian travellers through targeted marketing, innovative travel experiences, and robust infrastructure offerings.
Interestingly, South Africa recently celebrated a milestone with its 20th Annual Roadshow in India, traversing major cities such as Jaipur, Delhi, Ahmedabad, Bengaluru, and Mumbai. The event featured 42 prominent South African exhibitors, including 14 Small, Medium, and Micro Enterprises (SMMEs), with 40 per cent presenting new and exciting offerings. With over 2,000 participants from 40 cities, the roadshow offered a vivid introduction to South Africa’s diverse attractions.
MICE has emerged as a vital element of South Africa’s tourism strategy, attracting various Indian corporates throughout the year. It has established itself as a premier destination for corporate incentive travel, exemplified by hosting Mahindra Group’s delegation of nearly 600 participants.
To cater to the MICE market, South Africa’s tourism infrastructure includes state-of-the-art convention centers, such as Durban International Convention Centre (ICC), Cape Town International Convention Centre (CTICC), and Johannesburg Expo Centre (JEC), which can host over one lakh people.
South Africa’s tourism initiatives also include corporate think tank sessions in major Indian cities to explore innovative ways to accommodate Indian corporates for incentive travel. Notably, over 30 per cent of Indian delegates extend their stays, with 40 per cent transforming their trips into extended leisure holidays.
South Africa has also partnered with Ethiopian Airlines to offer special return fares during peak travel seasons, priced at `39,990, which acts as a tempting deal for travellers. Overall, through diverse marketing campaigns, and robust MICE infrastructure, South Africa continues to position itself as a premier destination for Indian tourists.
“The diverse landscapes, from the scenic Cape Winelands to the Table Mountain provide breathtaking backdrops for attendees.”
Ritu Maheshwari Director Operations Rainbow Vacations
World-class convention centers
Durban International Convention Centre (ICC),
renowned for its expansive, column-free spaces.
Cape Town International Convention Centre (CTICC),
offering a range of modern facilities.
Johannesburg Expo Centre (JEC), equipped to host large-scale events
and exhibitions with a capacity of over one lakh people.
