Exploring European Tourism Preferences: Insights from SATSA Conference Panel Discussions

On the second day of the SATSA conference, two-panel discussions provided valuable insights into the preferences of tourists from the European market.

During a panel discussion centred around the UK and Ireland market, it was revealed that the United Kingdom remains a leading international key source market for South African tourism and continues to exhibit a remarkable recovery. Ian Utermohlen reported that in 2022, there were 303,848 arrivals from the UK and Ireland, representing a 65% recovery rate.

In a separate panel discussion focusing on the German market, Utermohlen shared that by the end of 2022, the German market had shown significant recovery as well, with arrival numbers only 12% behind those of 2019. These statistics highlight the resilience and potential for growth in these European markets.

Panelists also discussed the preferences and expectations of travelers from these regions, as well as the factors that may be hindering growth. Challenges cited by the panelists included security concerns and a desire for flexibility regarding issues such as cancellations. By understanding these factors, the South African tourism industry can better cater to the needs and preferences of European tourists, ensuring a more satisfying and memorable experience for all visitors.

By addressing these challenges and adapting to the preferences of travellers from the UK, Ireland, and Germany, the South African tourism industry can continue to foster strong connections with these key European markets and facilitate further growth in the sector.