Tourism can drastically contribute to a country’s economy. As a tourism SME, it might seem like international tourists are only accessible to well-established lodges and hotels, however, there are gaps in the tourism market that you can take advantage of.
From private culture tours filled with history, music, and dance, to guided township walks, locally-led food experiences, or nature-based retreats, there are ways to attract international business for your tourism-based business. With a growing demand for authentic, off-the-beaten-path experiences, small tourism businesses in South Africa are in a strong position to stand out globally.
1. Turn Your Tours into Historical Experiences
According to the SA Specialist, one of the top ten reasons to visit South Africa is the history. South Africa has a rich and complex history, and as a tourism business, it would be a missed opportunity not to use that to your advantage. You can hire or partner with a knowledgeable tour guide to help curate and deliver experiences that focus on historical and cultural themes.
Alternatively, you can create tour packages that include destinations where guided tours are already offered. For example, Robben Island in Table Bay has experienced guides who are former political prisoners. Famously known as the maximum-security prison where Nelson Mandela and other anti-apartheid activists were held, it remains a popular destination for tourists from around the world.
2. Offer Safari Tours to Attract International Business
You don’t need to own land or run a lodge to offer safari tours. As a tourism SME, you can partner with local game reserves, independent guides, or existing safari operators to create packaged experiences for international tourists. Think day trips, transfers, or themed tours like photography safaris or family-friendly options. In essence, you act as a tour operator or travel intermediary.
Private reserves might be open to partnering with your business if you can show you have an audience or the potential to bring in new business.
3. Have an Online Presence That Attracts International Tourists
One way to build business credibility is to ensure you have an online presence. A simple step to take towards this is to ensure you have a website. Creating and maintaining a website for your tourism business turns your platform into a place where potential customers can find you and convert into purchasers.
Other efforts to build an online presence include having active social media accounts where you upload tours, previous tourist reviews, and general updates about your business. This helps potential customers gain trust in your business and increases the likelihood of choosing your services when they come to South Africa.
To increase the chances of your business being found through organic search, invest in a solid SEO strategy to build authority and boost your ranking. Additionally, you can invest in PPC advertising to gain leads and customer conversions.
4. Provide Educational Content About South Africa
Being intentional about educating international tourists about South Africa can drive people to your business. Providing valuable information upfront can pique their interest in the country and, by strategically weaving in promotions for your services, you can convert this interest into bookings. A well-maintained blog on your website is an excellent platform for this. Share insights about South Africa’s diverse culture, unique attractions, and hidden gems.
For instance, you can write about the significance of historical sites, the best times of the year to visit specific regions or popular spots, or tips for navigating local customs. Topics you can also write about include sites like Table Mountain, one of the seven wonders of nature, or historical sites in Soweto like Nelson Mandela’s house, Hector Pietersen Memorial, and many others.
In these blog posts, subtly incorporate calls to action (CTAs) that encourage readers to book a tour with your company.
5. Cater to Various Types of Tourists
Tourists have varied preferences when it comes to accommodation. Some prefer the luxury of hotels and resorts, while others opt for the comforts of Airbnb and private houses. Then there are those who enjoy budget-friendly options like hostels and camping.
As a tourism business, you can broaden your audience and increase bookings by offering tailored packages that cater to each of these preferences. What’s great about offering various packages is that you don’t have to price them the same. You can set a minimum number of tourists per trip to ensure that enough costs are covered for the trip as well as profit for your business operations.
Want to know more about tourism funding? Then take a look at our guide.
