South African Tourism has delivered its second annual Mega Lekker Escape, showcasing the country’s diverse attractions to 100 Australian and New Zealand travel agents and media.
The immersive familiarisation initiative aimed to boost tourism by offering firsthand experiences across seven provinces, culminating in a two-day training event at Sun City resort in the Pilanesberg Game Reserve.
Expanding horizons across South Africa
The Mega Lekker Escape—with lekker meaning “nice” or “enjoyable” in Afrikaans—provided participants with a deep dive into South Africa’s rich culture, conservation efforts, and community engagement. The initiative focused on promoting lesser-known regions and supporting small, medium, and micro enterprises (SMMEs).
Participants took part in a variety of activities, including:
- Community workshops: Attending jewellery-making sessions in Wolmer township to support local vocational training.
- Cultural immersion: Visiting Zulu villages to learn about traditional customs and heritage.
- Conservation efforts: Participating in rhino rescue missions at Mabula Lodge and visiting the Hoedspruit Endangered Species Centre.
These experiences helped travel agents gain valuable insights, enabling them to better promote South Africa as a destination that prioritises sustainability and authentic cultural interactions.
Strengthening industry connections
The event at Sun City provided a platform for knowledge exchange between Australasian delegates and South African trade partners. The two-day program included one-on-one meetings, networking opportunities, and entertainment by local comedians Schalk Bezuidenhout and Ndumiso Lindi. A farewell lunch aboard the luxurious Rovos Rail added a unique and memorable touch to the experience.
With all participating travel agents being first-time visitors to South Africa, the initiative is expected to drive increased bookings. Following last year’s program, 90 per cent of agents booked South African trips within a year, showcasing the tangible benefits of firsthand exposure.
Commitment to inclusive tourism growth
South African Tourism’s Chief Operating Officer, Darryl Erasmus, emphasised the program’s role in the post-pandemic recovery of the tourism sector.
“We’ve seen the success of bridging this gap with firsthand experience in terms of sales,” Erasmus said. “However, most importantly, the inclusion of SMMEs, sustainable and community-based experiences fulfils our mission to ensure that tourism grows and contributes to inclusive economic participation and opportunities.”
The Mega Lekker Escape has continued to gain momentum, with a 10 per cent increase in participants this year. The event brought together 150 trade and media representatives, including South African exhibitors, airline partners like South African Airways, provincial tourism boards, and nine Australasian wholesalers.
Positive trends in visitor numbers
Australia remains a critical market for South African tourism, with over 111,000 Australian visitors recorded in the year before COVID-19. The recovery is strong, with 2024 figures reaching 88.8 per cent of pre-pandemic levels—a 14.3 per cent increase on the previous year. New Zealand also delivered strong growth, with over 20,000 visitors in 2024, representing a 25 per cent increase compared to pre-COVID numbers.
With more travel agents now equipped with firsthand experience, South African Tourism anticipates continued growth in visitation from Australasia, solidifying the Mega Lekker Escape as a key driver in the country’s tourism revival.
