Emirates, one of the world’s largest international airline, inked a Memorandum of Understanding (MoU) with the South African Tourism Board to promote tourism and increase visitor arrivals and inbound traffic to South Africa from key Emirates markets. The MoU was signed on the sidelines of Arabian Travel Market (ATM) 2022 by Badr Abbas, Emirates’ Senior Vice President Commercial Operations for Africa, and Themba Khumalo, Acting Chief Executive Officer of South Africa Tourism Board, in the presence of Adnan Kazim, Emirates Chief Commercial Officer; Lindiwe Sisulu, South African Minister of Tourism; Consul-General David Magabe; members of the South African Tourism Board; and a senior government delegation from the South African Consulate in Dubai.
The MoU will explore opportunities to promote South Africa and encourage travelers to enjoy the wealth of attractions that South Africa provides across its network of over 130 destinations. As part of the partnership, the South Africa Tourism Board will also support travel trade partners and tour operators across Emirates’ network. This will enable them to promote itineraries, offer special packages, offer giveaways, and encourage incentives as part of a wider marketing campaign.
The two companies are also exploring the possibility of developing joint advertising and marketing campaigns, as well as familiarization programmes for travel trade and media representatives in South Africa, among other initiatives. As part of the agreement, Emirates will also support the transportation of South African Tourism’s marketing collaterals to selected destinations in its network.