South African Tourism to open its first South American destination marketing office in Sao Paulo

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South African Tourism will officially open a marketing office in Sao Paulo, Brazil on 23 September, 2014. In celebration of this momentous event, and in celebration, too of buoyant arrivals from Latin America, South African Tourism has declared 23 to 26 September, 2014 MEET SOUTH AFRICA Week in Brazil.

A delegation that comprises of South Africa’s National Tourism Minister, the honourable Mr Derek Hanekom; South African Tourism board members, Ms Tumi Makgabo and Mr Graham Wood; and South African Tourism Chief Executive Officer, Mr Thulani Nzima, will attend the events in Sao Paulo.

“We are delighted that arrivals from the region, and in particular from Brazil, have grown so well that we are now able to open a permanent marketing office in the city of Sao Paulo,” says Mr Nzima. “This is evidence not only of the extent to which we value this market, but also of our commitment to the region.”

Brazil is South Africa’s ninth largest source of overseas tourist arrivals. In 2013, arrivals from Brazil grew 5.6 percent to reach 82 802. There was a strong tourist growth (of 66.7 percent) from Brazil in 2010, largely driven by the hosting of the FIFA World Cup that year in South Africa. However, sustained tourist arrivals growth in 2011, and additional 44.7 percent growth in 2012 makes Brazil one of the most robust of the overseas markets.

Tourist arrivals from Brazil have delivered phenomenal growth of more than 400 percent in ten years.

South African Tourism will also launch the ‘Ordinarily Extraordinary’ campaign in Sao Paulo during MEET SOUTH AFRICA Week. This campaign features a fully interactive destination brand video that gives Brazilian people an opportunity to learn about South Africa’s offering as a holiday destination. It was shot on locations across the country in April, 2014 and stars well-known Brazilian travel presenters, Fabiana and Pati Teixeira.

The first ever UBUNTU Awards will also be held during MEET SOUTH AFRICA Week, on Tuesdayevening, 23 September 2014. These awards acknowledge Brazilian travel and media organisations that have worked in a spirit of partnership with South Africa to effectively market the destination.

“We highly value our close and mutually beneficial relationships with our partners in the market,” says Mr Nzima. “It gives us great pleasure to introduce the UBUNTU Awards in Brazil, where we get an opportunity to thank each recipient for their commitment to our destination, their passion, and their spirit of partnership.”

MEET SOUTH AFRICA Wee’ in Brazil will see honourable Tourism Minister, Mr Derek Hanekom and Mr Thulani Nzima host Brazilian journalists at a media breakfast as well, which will take place on24 September, 2014.

Following the media breakfast, Mr Hanekom and Mr Nzima will attend the ABAV travel show in Sao Paulo where, for the first time, South African Tourism will exhibit destination South Africa. The South African stand features a number of South African experiences (represented by South African products), where both consumers and the Brazilian trade can come and learn more about this destination.

MEET SOUTH AFRICA Week will close with an extravaganza: the Geek Party on 26 September, 2014 in Sao Paulo, dedicated to South Africa.

Sao Paulo’s Geek Parties are regular events on the city’s entertainment diary. They attract thousands of people who come and revel in a way that is typically Brazilian. The special ‘South Africa’ theme at the Geek Party on 26 September will expose the destination delights of South Africa to the party-goers who tend to be affluent, adventurous consumers.


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