South Africa & Tanzania Top Tour Operators' Destination charts.
Five African destinations benefit from more than 75% market penetration amongst UK specialist tour operators, according to new research published by Tanzania Tourism in the UK.
From researching the websites of almost 200 specialist tour operators, it was apparent that the destination most widely offered was South Africa with 86% coverage, with Tanzania close behind on 84%. Kenya (82%), Botswana (81%) and Namibia (75%) make up the top five.
Tim Henshall, the Head of Tourism Marketing UK, based at Tanzania’s London High Commission, compiled the research over a two-week period. With market dynamics having been heavily impacted by the Covid pandemic, it proves fascinating to see how this has changed the exposure of certain destinations.
For a tour operator to be deemed to offer a specific destination, it had to be openly displayed on their website. “Whilst certain operators may well offer a country if asked, we felt this didn’t constitute active promotion and therefore it didn’t count”.
Whilst 84% exposure is obviously good news for Tanzania (with the remaining 16% potentially being either Southern /South Africa exclusive), this does limit the opportunities for Tanzanian DMC / safaris operators to add new UK operators onto their partner lists.
Source: TananiaTourismUK