Encouraged by the uptake in the travel, tourism and hospitality industries after the disruptions of the past two years, SA Tourism is scaling up the implementation of its sector growth plans, with the launch MegaFam a follow-up on its ‘Live Again’ global campaign.
The strategy is dubbed MegaFam, to emphasize its scale and ambition, which is bigger than a typical destination-marketing familiarisation (Fam) campaign.
The main thrust of the #MegaFam phase of SA Tourism’s ‘Live Again’ growth campaign will see the brand invite some 840 carefully-selected people from varied backgrounds across all continents, time zones, linguistic and cultural regions, professions, and social standing, to South Africa’s shores over the coming months.
Bronwen Auret, chief quality assurance of South Africa of SA Tourism says: “The idea is for them to come and be immersed in, to touch, feel and experience South Africa for themselves. They, in turn, will be touched by our Ubuntu-centric spirit of hospitality, such that when they go back to their home countries, they won’t be able to keep quiet about their experiences here, and will want to Tweet it out loud, Instagram it boldly, blog it boisterously and of course for those in the tourism booking business; ‘sell it’ (as that old TV advert used to say).”
Exploring niche tourism markets
What the invitees have in common is their status as opinion-makers, thought-leaders, and agenda-setters in niche tourism markets. They include influential travel bloggers, writers and journalists for established media, international tour operators from various regions of the world, and conversation-framers who focus on the travel needs of specific tourism niche markets such as the LGBTQIA+ community, women, and romantic-travel seekers.
