The South African tourism industry is on a steady recovery towards reclaiming its pre-COVID glory. According to Statistics South Africa, the tourism sector achieved a 5,1% increase in tourist arrivals in 2023. This demonstrates a huge opportunity for tourism businesses to bring in business.
One of the methods businesses can use to attract tourists is to create travel packages. Travel packages offer tourists a convenient way to travel. Packages typically include itineraries and accommodation at one cost. In some cases, the package has the option to include flights as well.
Why Travel Packages Are a Smart Marketing Strategy
Travel packages are a smart marketing strategy, as well as business move because they offer an all-in-one option for tourists. According to Traveltek, the Gen Z’s have a preference in travel packages compared to millennials or Gen Xers.
Including you travel packages in your marketing give you the opportunity to showcase how well you can curate an experience, especially if you’ve documented your previous experience, as it gives your potential clients a glimpse into what they’ll get to experience, from accommodation check-ins to exclusive African experiences like Boma dinners and Big 5 Safari tours.
Travel packages are also beneficial for tourists as they take away the amount of time and effort it takes to plan a trip. With a well-curated itinerary, you’ve taken away the hard part, and all they have to do is book their trip with your business.
Choosing the Right Travel Package for Your Business
Not all packages fit every audience, so it’s important to tailor them to your niche and target market. Here are a few popular categories to consider:
1. Corporate Retreats
Perfect for companies looking to strengthen team bonds or reward employees. South Africa has no shortage of incredible locations, from the vibrant streets in the various cities to the peaceful landscapes of Kruger National Park and the Garden Route. You can offer activities like team-building workshops, guided tours, or luxury spa days.
2. Adventure Packages
Perfect for adrenaline seekers. If you’re looking for ways to grow your adventure tourism business, think walking safaris, bungee jumping at Soweto Towers, river rafting, sandboarding in Atlantis, or camping in the scenic Clarens mountains. Adventure packages are a great way to attract younger travellers or groups of friends looking for a thrill.
3. Luxury Packages
Luxury travel isn’t just for corporate clients, it’s also perfect for couples, honeymooners, groups, or solo travellers who want to spoil themselves. Offer stays at five-star lodges, private wine tastings in Stellenbosch, boat cruises along the Atlantic, or high-end shopping experiences in Sandton’s Diamond Walk.
4. Cultural and Heritage Packages
Don’t overlook cultural tourism. Packages that highlight South Africa’s rich history and heritage, from Robben Island tours to cultural village visits, or art and culinary experiences in different parts of the country. These types of packages can appeal to travellers looking for meaningful, immersive experiences.
Effective Ways to Market Your Business Using Travel Packages
Once you’ve crafted the perfect packages, it’s time to get the word out and attract tourists to your business. Here’s how you can effectively market them:
1. Create a Promotional Campaign
Use social media platforms like Instagram, TikTok, and Facebook to showcase stunning visuals of South African destinations. Pair that with email marketing to share exclusive offers, early-bird discounts, or limited-time deals. You should highlight what makes your packages unique, whether it’s your insider knowledge, personal touches, seamless experiences, or access to hidden gems.
2. Target Both Local and International Travellers
South Africa’s beauty appeals to both locals and international visitors. Run campaigns tailored to each audience, for locals, promote affordable weekend getaways; for international travellers, highlight once-in-a-lifetime adventures or luxury experiences. Don’t forget to align your offers with peak seasons, like summer holidays or major international events.
3. Customer Incentives and Giveaways
People love a good deal. Run giveaways on your social platforms or offer special incentives, like free spa vouchers or adventure upgrades, for those who book early. Budget-friendly packages with flexible options can help attract more cautious spenders who still want an incredible experience.
4. Offer Group Discounts – Bring More, Pay Less
One of the easiest ways to increase sales is through group discounts. Encourage customers to bring friends, family, or colleagues and reward them with discounts. For example:
- Offer a discount for groups of three or more booking together
- Create special rates for corporate teams, wellness retreats, or networking groups.
- Launch a referral program where customers earn discounts or perks for every new client they bring in.
5. Collaborate with Local Influencers and Businesses
Partnering with local influencers, hotels, or activity providers can help expand your reach. Influencers can share authentic content from their trips, while local collaborations can strengthen your packages and offer extra value to travellers.
