New global public relations campaign planned to correct SA’s image abroad
The airline is a joint venture between Global Aviation and kulula.com founder Gidon Novick.
- SA Tourism and the Tourism Business Council of SA are launching a global public relations campaign to reposition the country as a safe destination for Covid-19.
- They say damaging references to a variant first identified in South Africa are damaging the country’s tourist image.
- The new tourism promotion program is part of the official revival plan for the local industry.
In an attempt to dispel the “damaging narratives” currently associated with South Africa, SA Tourism and the Tourism Business Council of SA (TBCSA) plan to launch a global public relations campaign to reposition the country as a safe destination for Covid -19.
The campaign will involve lobbying airlines, tour operators and potential investors to convince them that South Africa is safe and has strong compliance protocols and processes to tackle Covid-19. There will also be engagement with the global media to “correct” the current perception of South Africa.
A new variant of Covid-19 was detected in South Africa in December 2020. Concerns have been expressed that this variant could spread faster and that vaccines may not be as effective against it. As a result, many countries, including key source markets for the local tourism industry like the UK and the UAE, have put SA on a so-called red list.
This meant much stricter rules for SA travel to these countries, and could only allow citizens or residents of those countries to do so. It was a blow to the South African tourism industry, which hoped for the return of international tourists after the country’s borders reopened.
“In March 2020, the world entered a global travel shutdown due to the Covid-19 pandemic. Since then, there has been a gradual isolation of South Africa from a travel perspective,” he said. declared SA Tourism.
“Like most major tourist destinations, SA has also had negative perceptions regarding safety and security, visa issuance and direct air travel, but the attractiveness of the destination has eclipsed them, as evidenced by the increase tourist arrivals from year to year, “he added.
The advocacy program will also highlight the innovation that took place in the local tourism industry during the pandemic. These include new experiences and products that have been developed.