Amidst the challenges posed by the global pandemic, South Africa’s tourism sector has managed to uphold its reputation as a remarkable destination, cherished for its wildlife, culture, landscapes, culinary delights, and historical significance. South African Tourism (SAT) has worked tirelessly to overcome the hurdles brought on by the pandemic and ensure that the country’s appeal remains undiminished.
Before the pandemic, South Africa relied significantly on international tourists, with 26% of visitors in 2019 originating from outside the African continent. However, like many nations, South Africa had to enforce flight restrictions in 2020 as COVID-19 emerged. Furthermore, the emergence of Omicron variants in 2021 led to travel restrictions imposed by several source markets, making the situation even more challenging for the tourism sector.
Despite these disruptions, South Africa celebrated a notable achievement in January 2022. Five South African destinations made it into the list of the world’s 100 most-loved destinations, based on consumer sentiment data calculated by the Tourism Sentiment Index (TSI) for 2021. These destinations and their rankings included:
- Knysna at #19
- Stellenbosch at #23
- Hermanus at #41
- Cape Town at #54
- Pretoria at #73
This recognition brought much joy to South African Tourism, and it was a moment of celebration, particularly for the Western Cape region, which claimed four out of these five ranking destinations.
As the world grapples with rising inflation rates, African economies, including South Africa, face inflationary pressures that could affect travel. The nation’s domestic tourism potential is challenged by inflation rates reaching a five-year high of 6.5%. In such circumstances, South African Tourism turned to the TSI for insights into the country’s resilience and where to focus its efforts. The findings were indeed encouraging.
Between January and March 2022, South Africa continued to make progress, with its Tourism Sentiment Score® surpassing the levels recorded in 2021. More significantly, the dominant emotion found in online content and conversations about South Africa was “joy.”
South African Tourism has embraced the monitoring and reporting of its Tourism Sentiment Score® as a vital activity. This score serves as the primary indicator of the country’s brand performance. SAT shares the score and other insights derived from TSI with the government agency that provides its funding.
“TSI is the exclusive brand measurement tool used by South African Tourism to measure the destination brand performance and to measure visitor perceptions,” stated Kaizer M. Dhliwayo, Regional Insights at South African Tourism. “We will be sharing TSI results with the National Department of Tourism to help provide valuable insights on a regular basis and collaborate on the same dataset to have a unified approach to destination brand management and monitoring.”
In April, South African Tourism initiated a nationwide program to further elevate its Tourism Sentiment Score®. They enlisted stakeholders to support an “always-on” campaign, encouraging them to actively share and promote content that highlights the most positive experiences in channels that resonate with visitors and potential tourists.
By analyzing TSI data, SAT identified the tourism experiences that garnered the most positive sentiment. For the focus of the “always-on” campaign, SAT determined that profiling wedding and nightlife venues, events, breweries, and pubs would likely enhance engagement and attract more tourists intending to visit South Africa and the specific establishments/personalities profiled.
Themba Khumalo, the acting CEO of South African Tourism, expressed his enthusiasm, stating, “The pandemic has done nothing to dampen our enthusiasm in welcoming holiday-makers and business tourists to a country known for its warm hospitality and giving value for money.”
South Africa’s triumph in maintaining its appeal despite pandemic challenges offers valuable insights and inspiration for other destinations around the world. The Tourism Sentiment Index’s sentiment analysis tools provide a unique and effective means to measure and enhance brand performance and visitor perceptions. With TSI, destinations can navigate the challenges of the tourism industry more successfully and emerge stronger and more resilient.
In a forthcoming edition of the Tourism Sentiment Index Spotlight, we will explore Melbourne, Australia, to gain further insights into how sentiment analysis is shaping and elevating the tourism industry.
South Africa’s enduring appeal as a tourist destination, even in the face of the pandemic, is a testament to the nation’s rich culture, natural beauty, and resilience. By harnessing the power of sentiment analysis through the Tourism Sentiment Index, South African Tourism has managed to adapt to the changing landscape and continue promoting its exceptional offerings. As a valuable resource for measuring brand performance and understanding visitor perceptions, TSI provides insights that can be applied by destinations worldwide, helping them navigate challenges and enhance their tourism sector’s vitality. South Africa’s success is a shining example of the positive impact of sentiment analysis on the global tourism industry.