Marketing [Tourism] 

Strategic scaling by improving capacity and services
To accommodate the increasing influx of tourists, businesses must invest in scaling their operations. This involves expanding accommodation facilities and diversifying service offerings, while improving infrastructure to meet diverse tourist preferences. Embracing technological advancements can streamline operations and improve customer experiences. For instance, adopting online booking systems, virtual tours, and mobile applications can meet the tech-savvy traveller, thereby broadening market reach.​

Forging global partnerships
Establishing global partnerships is instrumental in elevating a tourism business's profile. Collaborations with international travel agencies, participation in global tourism fairs, and alliances with foreign tour operators can open new markets. South Africa's active involvement in events like the Akwaaba African Travel Market exemplifies the benefits of such engagements, providing platforms to showcase offerings to a broader audience. ​

Then, aligning with international airlines adds to your accessibility. The recent equity investment by Qatar Airways in South Africa's Airlink aims to bolster connectivity, facilitating easier access for international tourists. Such collaborations not only improve logistical convenience but also position businesses within a global network, increasing their credibility and visibility.​

Using tailored marketing and unique experiences
To draw international tourists, businesses should implement targeted marketing strategies that resonate with diverse cultural backgrounds. Understanding the preferences of various demographics allows for the creation of personalized packages, appealing to a wider audience. Highlighting unique South African experiences, such as wildlife safaris, cultural tours, and culinary adventures, can differentiate offerings in a competitive market.​

Participating in international roadshows is another effective strategy. For example, South African Tourism's India Roadshow 2025 showcased the country's diverse tourism offerings, aiming to boost arrivals from the Indian market. Such initiatives provide firsthand engagement with potential tourists, fostering interest and trust.​

Meeting global expectations for sustainability
Modern tourists are increasingly eco-conscious, seeking destinations that prioritise sustainability. Implementing environmentally friendly practices not only appeals to this demographic but also aligns with global efforts to combat climate change. South Africa's commitment to responsible tourism, as outlined in its National Tourism Sector Strategy, emphasizes the importance of sustainability in long-term sector growth. ​

Streamlined visa processes
Simplifying visa procedures is vital in attracting international tourists. South Africa's recent visa reforms aim to boost the economy by making it easier for tourists and skilled workers to enter the country. Businesses should stay abreast of such policy changes, as they directly impact travel decisions and can be leveraged in marketing campaigns to highlight improved accessibility.

Showcasing South Africa's appeal
The portrayal of South Africa in international media greatly influences tourist interest. The country's prominence in African film and television has been boosting tourism and economic growth, revealing its landscapes and cultures to global audiences. Businesses can capitalise on this exposure by offering tours and experiences related to popular media, further enticing fans and curious travellers.

Final Thoughts
Expanding a tourism business in South Africa requires a multifaceted approach that includes strategic scaling while forming global partnerships, and attracting international tourists through tailored marketing and sustainable practices. By aligning with national strategies and making use of global networks, businesses can position themselves for sustained growth in this vibrant sector.