Applications open for SA Tourism’s 3rd annual Nordic regional roadshow

Nordic Roadshow
3 min read

South African Tourism, in an effort to intensify the growing number of arrivals from the Nordic region, is inviting tourism business owners to partner with them for their third annual Nordic region roadshow, which takes place from 13-25 October 2019. The roadshow will cover seven cities within the Nordic region, namely Stockholm, Gothenburg, Trondheim, Oslo, Helsinki, Aarhus and Copenhagen. 

Applications are now open for product owners who meet the minimum requirements.

The key objective of the roadshow is to grow arrivals to South Africa from the Nordic region. This will be done by highlighting South Africa’s variety of tourism products and experiences and thereby convincing the Nordic travel trade that there is ample opportunity in South Africa beyond the high price and value packages that have been historically sold. 

Following the successful completion of a consumer research study conducted from June to December 2018, South African Tourism will now prioritise in-market work focused on consumer insights, while continuing to facilitate business networking with South African product owners (trade). 

This approach will ensure that trade from the Nordic region is educated on both new and existing South African products and experiences.

“Now armed with and led by clear consumer insights, we are using this roadshow as part of our growing investment in the Nordic region driven by our strategic five-in-five goal of getting four million more international tourists and one million more domestic holiday trips by 2021,” says Sthembiso Dlamini, chief operations officer at South African Tourism.

South African Tourism will continue with the “networks” model of applications for this year, except for destination marketing companies (DMCs) who will follow a different application process. 

“With the South African government’s renewed commitment to invest in and grow South Africa’s tourism sector, South African Tourism is on an aggressive drive to show trade partners in the Nordic region that South Africa is the destination to package and sell to travellers,” adds Dlamini.

Developing new itineraries for visitors

As part of the application process, the South African travel trade will need to develop new itineraries that showcase South Africa for both first time and repeat visitors. 

The “networks” should comprise of product from across South Africa and as part of their application, they must showcase itineraries in accordance with key experience pillars that South African Tourism markets globally; namely: active adventure, city lifestyle, coastal beach, cultural roots, scenic outdoors and wildlife safari.

“Transformation, inclusive growth and partnerships are key to us at South African Tourism. We are therefore looking forward to collaborating with the various tourism business owners so that we can showcase our warm people, our variety and the authenticity of our quality assured South African experiences and product,” concludes Dlamini.

All applications are to be received by no later than Monday 29 July 2019 and queries and questions can be emailed to Abby Swartz, marketing and promotions manager: Nordic Region on

Full programme, costs and process for application, scoring criteria and application forms available here.