Emirates signs memorandum with South African Tourism Board to boost visitor arrivals

DUBAI, UAE: Emirates and the South African Tourism Board have signed a Memorandum of Understanding to jointly promote tourism and boost visitor arrivals and inbound traffic to South Africa from key Emirates network markets.

The MoU was signed by Badr Abbas, Senior Vice President Commercial Operations for Emirates for Africa, and the Acting CEO of the South African Tourism Board, Mr. Themba Khumalo, in presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and CEO of Emirates Airline & Group. , and South Africa’s Minister of Tourism, Lindiwe Sisulu. Also present at the signing ceremony were Adnan Kazim, Chief Commercial Officer of Emirates, and a high level government delegation from the South African Consulate in Dubai, His Excellency Consul General David Magabe and members of the South African tourism.

Adnan Kazim, Commercial Director of Emirates, said: “For more than 25 years, we have been investing and growing our operations in South Africa. We are working hard to restore our services to pre-pandemic levels to help generate more opportunities for travelers around the world to experience the nature experiences, world-class cuisine and local culture Emirates is well placed to support the recovery of South Africa’s tourism sector and help raise the profile of the destination once again, offering convenient connections from over 130 destinations and providing even more connections for travelers who wish to explore beyond our three South African gateways through our four airline partners.”

South Africa’s Tourism Minister Lindiwe Sisulu welcomed the signing of the MoU, citing the benefits it will bring for travel between South Africa and the Middle East. “We want to continue to ensure ease of access to South Africa for travelers from the Middle East and this collaboration will help us scale up our business efforts, in terms of destination packaging. We look forward to welcoming more Middle Eastern travelers, discover the diverse quality-assured products and experiences that meet the needs of this market, including; family-friendly accommodations and activities, diverse cuisine offerings as well as wildlife and safari“, says South African Tourism Minister Lindiwe Sisulu.

“The Middle East is a key market for South Africa, so this partnership will be very helpful in ensuring ease of access to and from South Africa for travelers from this region. This will increase the direct air travel, making room for more travellers, and as our tourism sector recovers, we look forward to welcoming more visitors from the Middle East.” says Themba Khumalo, Acting CEO of South African Tourism.

Aimed to support efforts to revive tourism in South Africa, the partnership between Emirates and the South African Tourism Board is part of the airline’s longstanding commitment to developing the tourism market in the country. Under the MoU, Emirates will explore opportunities to promote South Africa and encourage travelers to experience the abundance of attractions the country has to offer through its network of over 130 destinations. The South Africa Tourism Board will also work closely with the airline to assist business partners and tour operators across the Emirates network to develop and promote itineraries, introduce special packages and promotional gifts, encourage incentives, among other marketing initiatives.

The two parties will also explore opportunities to collaborate on joint advertising and marketing campaigns, as well as South African familiarization programs for travel industry and media representatives, among other initiatives. Emirates will also support the transportation of South African Tourism marketing materials to select destinations within its network.

Emirates has served South Africa for 27 years, proudly connecting nearly 20 million travelers to and from South Africa and Dubai and beyond to its global network, firmly establishing the airline as a long-term partner of South African aviation, tourism and trade. . Today, the airline serves South Africa with 26 weekly flights, including two daily flights to Johannesburg, daily flights to Cape Town and five weekly flights to Durban. Customers can also access popular regional destinations across South Africa through the airline’s codeshare agreements with South African Airways and Airlink, and interline agreements with FlySafair and Cemair.


Emirates Public Relations
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