Dubai’s Emirates signs MoU with South African Tourism Board to boost visitor arrivals

Dubai carrier Emirates and the South African Tourism Board have signed a memorandum of understanding (MoU) to jointly promote tourism.

The agreement aims to boost visitor arrivals and inbound traffic to South Africa from key markets across the Emirates network.

Under the MoU, Emirates will look into ways to promote South Africa and encourage travellers to visit the country’s many attractions throughout its network of over 130 locations. Meanwhile, the South African Tourism Board will also collaborate closely with Emirates to assist travel trade partners and tour operators across the airline’s network in developing and promoting itineraries, introducing special packages and promotional giveaways, and encouraging incentives, among other marketing initiatives.

Both companies will also look at collaborating on combined advertising and marketing efforts, as well as familiarisation programmes for tourism industry and media professionals in South Africa. Emirates will also support the transport of South African Tourism’s marketing collaterals to select destinations in its network.

The MoU was signed by Badr Abbas, Emirates’ senior vice president Commercial Operations for Africa, and South Africa Tourism Board’s acting CEO Themba Khumalo in the presence of Sheikh Ahmed bin Saeed Al Maktoum, chairman and chief executive, Emirates Airline Group, and Minister of Tourism in South Africa, Lindiwe Sisulu.

Also present at the signing ceremony was Adnan Kazim, Emirates chief commercial officer, and a senior government delegation from the South African Consulate in Dubai, consul general David Magabe.

Kazim said: “We’re working hard to restore our services to pre-pandemic levels to help generate more opportunities for travellers from around the world to experience South Africa’s unique natural experiences, world-renowned cuisine, and local culture. Emirates is well-placed to support the recovery of South Africa’s tourism sector and help raise the profile of the destination again, offering convenient connections from over 130 destinations, and providing even more links for travellers who want to explore beyond our three South African gateways through our four airline partners.”

“We want to continue ensuring ease of access into South Africa for Middle Eastern travellers and this collaboration will assist us in elevating our trade efforts; in terms of packaging the destination. We look forward to welcoming more travellers from the Middle East, to experience the various quality assured products and experiences that cater for this market, including; family friendly accommodation establishments and activities, a diverse offering of cuisine as well as wildlife and safari,” added Sisulu.

Khumalo, stated: “The Middle East is a critical market for South Africa so this partnership will be very instrumental in ensuring ease of access to and from South Africa for travellers from this region. This will increase direct airlift, making room for more travellers, and as our tourism sector recovers we look forward to welcoming more visitors from the Middle East.”

Emirates has been serving South Africa for 27 years, connecting around 20 million passengers to and from South Africa, Dubai, and beyond through its worldwide network.

The airline now has 26 weekly flights to South Africa, including double daily services to Johannesburg, daily flights to Cape Town, and five weekly flights to Durban.

Customers may also fly to prominent regional locations around South Africa via the airline’s codeshare and interline arrangements with South African Airways and Airlink, as well as FlySafair and Cemair.

Read: ATM 2022: Emirates signs MoU with DCT Abu Dhabi to boost tourism

Also read: ATM 2022: Dubai’s Emirates signs MoC with Malaysia Tourism Board