Optimism for North American Tourism in South Africa

Jerry Mpufane, the head of South African Tourism's North American hub, has expressed optimism that the North American market will return to pre-pandemic levels by the end of the year if the current growth trajectory continues. North America has been one of the largest markets for South African tourism, second only to the UK.

Several positive trends have emerged among North American travellers, such as longer average stays and increased spending. Mpufane noted that the pre-pandemic average stay of 12 to 14 days has now increased to 16 to 18 days. This extended duration presents more opportunities for tourists to explore additional provinces during their stay in South Africa, further benefiting the local tourism industry.

One of the contributing factors to the strong recovery of the North American market is the introduction of direct air routes between the two regions. Despite the challenges posed by the pandemic, new air connections were launched during the lockdown, ensuring that various nodes in the US are well-connected to South Africa. This improved accessibility has made it easier for North American tourists to visit the country and explore its diverse offerings.