As pandemic-related travel restrictions ease, South African Tourism has mounted aggressive recovery plan, with focus on key markets. In India, the tourism board has launched ‘More & More’ campaign, specially crafted for tourists from India seeking adventure experiences.

Earlier this week, South African Tourism launched its first major campaign in India in over two years as international travel finally begins to revive after being grounded almost entirely throughout the pandemic. The ‘More & More’ campaign has been localised for Indian audiences and aims to highlight the variety and diversity of experiences that South Africa has to offer. The campaign puts focus on over 3000 adventure activities to exciting culinary experiences and more, across its nine provinces.

The campaign will go on till March 31 and will have multiple roll-out legs to it, starting with Out Of Home advertising in Mumbai and Delhi, says South African Tourism in a press release, adding that it would be complimented by digital activations across Instagram, Facebook and Twitter, as well as on-ground physical consumer and corporate activations in Mumbai and Delhi.

Focused on adventure activities, the campaign aims to curate something for all kinds of travellers, from solo travellers and adrenaline seekers to families and couples. “Having a constant finger on the pulse of Indian travellers has made us sure of one thing – when on vacation, they want to experience it all! They could be wine connoisseurs one day, and history buffs the next. South Africa is a perfect match since we offer the best of the world in one place. From shark-cage diving and glamping to serene wellness retreats, we want Indian thrill-seekers to keep coming back for More & More,” says Neliswa Nkani, South African Tourism, Hub Head – Middle East, India and South-East Asia.

The tourism board is aiming at providing thrill for all kinds of adventure seekers with the chance to jump off the highest commercial bungee at Bloukrans Bridge, going shark-cage diving in KwaZulu-Natal, taking a scenic road trip through the Garden Route or spending a night stargazing in beautiful Knysna  For history buffs, the Cradle of Mankind lets one witness the place of the origin of humans, interacting with indigenous tribes like the Zulus or retracing the life of Nelson Mandela.

With this campaign, South Africa Tourism is hoping to revive their tourism sector by attracting tourists from India during the summer. South Africa is processing tourist visas on priority to help with the travel recovery efforts. Currently there are many stop-over flights from India to South Africa including Emirates, Qatar Airways, Ethiopian Airlines and Kenya Airways. Travellers from India to South Africa will be asked to produce a negative RT PCR test which is not older than 72 hours from the time of departure from India.

Apart from the campaign, the tourism board will be engaging in travel trade over the next few months, starting with their first physical annual Roadshow. South African Tourism will also participate in SATTE 2022 in May.