South African Tourism has announced the launch of ‘Is Diwali Dekho More & More campaign’ in partnership with Ethiopian Airlines, to tap into its 6th largest source market India, that has grown by 82 pc in H1 2023.

Enthused by a rapid growth of over 82 pc in visitors from India in the first six months of the current year, South African Tourism is looking to boost the traffic from India even further in the upcoming festive season.

According to a press statement, to tap into the India market during the upcoming festive season, South African Tourism has announced the launch of Is Diwali Dekho More & More campaign in partnership with Ethiopian Airlines.

The South African Tourism (SAT) board says the offer will feature return economy and business class tickets for fares starting at only INR 40,596 on the Mumbai/Delhi to Cape Town/Johannesburg route at discounted rates. It adds that the campaign will remain live from September 15 to  October 15 and customers can choose a journey on any date between October 1–November 30, 2023.

The board says India has risen to become the 6th largest international source market for South Africa this year. The tourism board says it has seen a promising increase of 82 pc in inbound traffic in H1 2023 from India and is well in line to achieve its target of attracting pre-pandemic arrivals. As Indian travellers continue to remain adventurous and resilient, India is one of the top-3 focus markets for South African Tourism globally, it adds.

The board says it aims to encourage Indian travellers to visit South African destinations and experience its diversity. The campaign is an extension to the second leg of ‘More & More’ campaign rolled out by the tourism board earlier this year.

It adds that travellers can explore more than 3,000 adventure activities available to exciting culinary experiences of the Rainbow Nation and more while saving on airfares. By providing air tickets at lower rates, the tourism board aims to engage with Indian millennials and families who are keen to seize the festive season as an opportunity for outbound travel, says the statement.

“I am truly humbled by the response we have been receiving from Indian travellers and the campaign is a small gesture to give back the love and trust they have placed in us. It is my firm belief that travel should be an opportunity accessible to all, and this campaign embodies that ethos. We, at South African Tourism, tirelessly aim to provide travellers with incredible value and a seamless experience when they set their course for South Africa. We encourage Indians to embark and explore the hidden gems of the Rainbow Nation. Our nation’s warm hospitality, breathtaking scenery, and rich culture will ensure that you leave with a heart full of beautiful memories,” says Neliswa Nkani, Hub Head Middle East, India and South East Asia, South African Tourism.

“South Africa has been one of the most preferred destinations for travellers from India and around the world. Generally, during the festive season there is a spike in airfares due to increased demand. Through this collaboration with South African Tourism, we are thrilled to introduce budget-friendly airfares for travellers in India. Currently, Ethiopian airline offers one of the fastest links between India and South Africa with minimum layover duration. By saving on airfares, we hope travellers will get a chance to enjoy the destination to its fullest,” says Bilen Arefaine, Country Manager Ethiopian Airlines.

The board says that airfares are one of the major contributing factors to overall travel expenses, especially during the festive season and the campaign aims to bring respite to travellers with budget friendly ticket prices, allowing them to focus on the destination experiences.