Australian tourists feeling the pinch from the cost-of-living crisis, might find an unlikely ally in South African Tourism in the future according to a panel at Africa’s Travel Indaba (ATI).
With six out of ten young Africans failing to explore their own continent, despite constituting the largest demographic within the 1.3 billion-strong African population, the youth remain significantly underrepresented in intracontinental travel.
With reasons varying from accessibility to affordability, CMO of SA Tourism Thembisile Sehloho asked the question: Is marketing positioning travel as intimidating, luxurious and too expensive – and what can we do to change this?
The panel agreed that we are dealing with a new generation of youth, and social media and paid media is the key to connecting with this market. Gen Z in particular is looking for content that means something, and as a sector travel needs to be more intentional about the content it puts out. While trends can inform content,…
