Emirates and the South African Tourism Board have signed a Memorandum of Understanding (MoU) to jointly promote tourism and boost visitor arrivals and inbound traffic to South Africa.
The MoU was signed by Badr Abbas, Emirates Senior Vice President of Commercial Operations for Africa, and South Africa Tourism Board’s Acting CEO Mr Themba Khumalo in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, and Minister of Tourism in South Africa, Lindiwe Sisulu.
Also present at the signing ceremony were Adnan Kazim, Emirates Chief Commercial Officer, a senior government delegation from the South African Consulate in Dubai, His Excellency Consul General David Magabe and members of the South African Tourism Board.
Adnan Kazim, Emirates’ Chief Commercial Officer, said: “For more than 25 years we have invested in, and grown our operations to, South Africa.
“We’re working hard to restore our services to pre-pandemic levels to help generate more opportunities for travellers from around the world to experience South Africa’s unique natural experiences, world-renowned cuisine, and local culture.”
Minister of Tourism in South Africa, Lindiwe Sisulu welcomed the signing of this MoU, citing the benefits it will yield for travel between South Africa and the Middle East.
South African Minister of Tourism, Lindiwe Sisulu, said: “We want to continue ensuring ease of access into South Africa for Middle Eastern travellers and this collaboration will assist us in elevating our trade efforts; in terms of packaging the destination.
South African Tourism Acting CEO, Themba Khumalo, said: “The Middle East is a critical market for South Africa so this partnership will be very instrumental in ensuring ease of access to and from South Africa for travellers from this region.”
Under the MoU, Emirates will explore opportunities to promote South Africa across its network of over 130 destinations.
The South Africa Tourism Board will also work closely with the airline to support travel trade partners and tour operators across the Emirates’ network.
The Board will develop and promote itineraries, introduce special packages and promotional giveaways, and encourage incentives, among other marketing initiatives.
Both parties will also explore opportunities to collaborate on joint advertising and marketing campaigns, as well as familiarisation programmes to South Africa for travel trade and media representatives.
Emirates will also support the transport of South African Tourism’s marketing collaterals to select destinations in its network.
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