T&L：2018年中国市场的表现如何？有哪些令人惊喜的亮点和表现？
What is the performance of the Chinese market in 2018? What are the surprises and highlights in 2018?
Mr. Mansoor Mohamed：与去年相比，2018年4月至9月的旅游人次有所增加。我们实施了一些非常行之有效的推广活动，以社交媒体为例，我们在中国各大社交媒体平台（如微信、微博、抖音、知乎等）上推出了很多活动，以此提升南非旅游的知名度，促使中国游客将南非纳入下一站目的地的候选范畴之内。除此之外，我们也与南非各旅游供应商和中国旅游同业开展了紧密合作，以确保中国同业合作伙伴为宣传南非旅游做好充分的准备。
2018年，我们有序地举办了一系列旅游同业活动与媒体活动，其中包括媒体考察团南非之旅和旅游同业培训计划，并且也在中国内地的多个城市举办了行业及媒体路演活动。
大型MICE团队赴南非之旅
在南非大使馆的倾情协助之下，中国旅行社总社与南非旅游局、银联国际和埃塞俄比亚航空携手合作，共同为中美联泰大都会人寿保险有限公司（Metlife）的MICE团队（超过1,000名成员）筹划了一场精彩纷呈的南非之旅。
签证政策
为了保障中国游客的旅游体验更加顺畅，南非在中国的11座城市开设了签证中心，包括：北京、上海、广州、成都、西安、沈阳、武汉、济南、杭州、昆明和重庆。
在于2018年9月举行的中非合作论坛（FOCAC）期间，南非政府宣布将面向中国游客签发5年多次往返签证，最长停留时间不超过90天。
航空便利
随着人民币兑南非兰特的汇率优势，南非对于中国游客而言是一处极富吸引力和消费竞争力的目的地。2015年，中国国航与南非航空签订了代码共享协议，推出了由北京直飞约翰内斯堡的航班（自2019年1月3日起JNB-PEK航线将加降深圳）， 更有其它经由香港、新加坡和中东转机的航班，为中国游客赴南非旅行提供了更大的航空便利。
2018年11月，香港航空还携手国泰航空推出了由香港直飞开普敦的季节性航班，该航班将一直持续至明年2月。
合作伙伴
2018年8月，南非旅游局与大疆创新（DJI）、国泰航空（Cathay Pacific）携手推出了一项旅游视频征集活动，旨在通过中国游客使用的高科技技术探索曼德拉的光辉历程。大疆创新是世界上最大的民用无人机制造商，也是全球领先的商用、娱乐用飞行机、航拍飞控产品的研发商和生产商，独占90%以上的市场份额。此次的合作可借助高科技渠道，向游客展示与曼德拉一生密切相关的历史与社会遗迹、故地、景点和相关体验，也呼应了南非旅游局推出的曼德拉百年诞辰纪念计划。
纳尔逊·曼德拉诞辰100周年纪念
2018年，南非举办了一系列纪念曼德拉诞辰100周年的活动，包括庆祝晚宴和产品展示会，同时也在微博、微信这两大社交媒体平台上推出了曼德拉日活动。
In terms of monthly tourist arrivals, from April to Sep 2018, the data has increased compared with last year. We can see the improvement. We already put in place some very good marketing activities, for example, on social media. We are working a lot with different platforms (like WeChat, Weibo, Tik Tok, Zhihu etc.) in China to help create awareness and make sure the Chinese traveler considers South Africa as their next destination of choice. In addition to the marketing efforts to consumers, we also working very hard with the South Africa suppliers and Chinese trade to make sure the Chinese trade is well equipped and well trained to sell South Africa.
A robust calendar of travel trade and media events was launched in 2018 including familiarisation tours to South Africa, travel trade learning programs and trade and media road shows across Mainland China.
Big MICE groups in SA
China Travel Service Head Office launched a wonderful trip to South Africa for Metlife’s MICE groups comprising over 1,000 attendees in total, with joint efforts from South African Tourism, UnionPay International, as well as Ethiopian Airlines, and with the assistance of the South African Embassy.
Visa Policy
To make the travel experience even more seamless from China, South Africa has established visa facilitation centres in 11 Chinese cities: Beijing, Shanghai, Guangzhou, Chengdu, Xian, Shenyang, Wuhan, Jinan, Hangzhou, Kunming and Chongqing.
During FOCAC in September 2018 the South African government announced a 5 year multiple entry visa for Chinese tourists valid for up to 90 days.
Transportation
South Africa’s appeal to Chinese visitors extends to a favourable exchange rate, making the country a very attractive and competitively priced destination, in 2015, Beijing-Johannesburg flights has been launched with shared code between Air China and South African Airways (From 3 Jan 2019, Beijing-Johannesburg flights will stop at Shenzhen）, as well as many more via Hong Kong, Singapore and the Middle East, have established closer air links.
The non-stop seasonal flights was launched between Hong Kong and Cape Town this year by Hong Kong airline Cathay Pacific in November 2018. This is a seasonal flight which will last until Chinese New Year in February next year.
Partnerships
South African Tourism cooperated with DJI the world’s largest manufacturer of drones and Cathay Pacific, exploring Mandela’s Glorious Roads in Chinese high-tech way through an Integrated project that was produced in August 2018. DJI is a global leader in developing and manufacturing innovative drones and cameras for commercial and recreational uses. They have over 90% share in their market. The collaboration this time brings these experiences, attractions, and destinations that have strong historical and social ties to Mandela's life to audiences in a high-tech way and coordinate with the global plan of SA Tourism.
Nelson Mandela Centennial Celebration
In 2018, South Africa launched a number of events to celebrate Mandela Year, including a gala dinner, product exhibition, and Mandela Day social campaign on Weibo & WeChat.
T&L：2018年中国旅行者的旅行偏好（目的地、酒店、旅行方式、行程长短、花费等）有哪些新的特点和变化？深度游、休闲游比例是否继续提升？2019年是否会有针对这些变化对产品、服务进行调整？
What are the new characteristics and changes of Chinese travelers' travel preferences in 2018 (destination, hotel, mode of travel, length of trip, cost, etc.)? Will the proportion of in-depth travel and leisure travel continue to increase?
Mr. Mansoor Mohamed：中国游客的南非之旅平均为10天，总花费平均为42,500人民币（6,200美元）。南非是一个物超所值的目的地，这意味着普通游客只需额外支付极少费用，便可获得更多相应体验。
在这10天里，中国游客通常会在开普敦停留4天/3晚。今年，中国游客在南非的消费总支出预计将达到1亿美元，这使中国成为了推动南非旅游业发展的主要客源市场，而在南非，十分之一的工作职位与旅游业相关。从最新数据来看，2018年的南非旅游业营收较2017年有明显增长，2018年1月至6月期间，中国游客在南非的总消费支出增长了187%，导致这一趋势的主要原因是中国游客在2018年的消费支出较2017年提高了70%，旅游时间也相应延长了66%。
南非独有的文化与探险之旅、小众旅行地与“愿望清单”中的旅行体验是南非的重点旅游项目。
这些体验主要面向中国的千禧一代。中国千禧一代出境游客的数量不断增长，他们更有探险精神，敢于启程去探索这个世界。我们深知，他们勇于尝试新事物，一直在寻求能融入当地的独特沉浸式体验，而南非正是能满足他们期望的目的地。我们的全新推广焦点在于纯正的风土人情体验，这些体验正是“彩虹之国”热情待客之道的精髓所在。
对于豪华游旅行者来说，我们拥有广袤的天然原野，能够让他们远离都市的喧嚣，在大自然中酣畅呼吸。
南非的葡萄酒乡也静待葡萄酒爱好者去探索发现。
南非拥有数之不尽的纯正文化体验，今年还是“南非国父”纳尔逊·曼德拉诞辰一百周年。为致敬这位备受爱戴的南非伟人，我们还推出了特别的庆祝活动。
On average, Chinese tourists spend RMB 42,500 (US$6,200) on an average 10-day trip. South Africa is a value-add destination, meaning the typical visitor will experience much more for very little incremental cost.
The average length of stay is 10 days, usually with four days/three nights in Cape Town. The Chinese visitor spend is predicted to reach US$100 million this year, making the country a major contributor to the growth industry which supports one in every ten jobs in South Africa. From the latest data, we can see more revenue in 2018, the total spending increased by 187% from Jan to June 2018 compared with last year. Driving this are tourists spending 70% more than they did in 2017 and staying 66% longer.
One key focus is on cultural, adventurous, off-the-beaten-track and ‘bucket list’ travel experiences that no other competitor can offer.
These are especially targeting China’s new generation of millennials who are hitting the road and exploring the world in ever-increasing numbers. We know they’re looking for unique and immersive experiences that others have not yet tried. And we know South Africa can strike this chord with a new focus on authentic cultural and people-to-people experiences that make our ‘Rainbow Nation’ so uniquely warm and welcoming.
For the luxury jet-set traveler, we offer unspoiled, wide open spaces in wilderness that takes their breath away from hectic city life.
And of course, for wine lovers, our Winelands is a new world waiting to be discovered and enjoyed.
Among our numerous authentic cultural experiences, we also have another special reason to celebrate this year with a dedicated tourism campaign honoring our ‘Father of the Nation’, the beloved Nelson Mandela.
T&L：自由行比例是否继续扩大？在针对自由行客人，目的地在产品、服务方面有哪些改进？
Does the proportion of FIT continue to expand? What improvements have been made in terms of products and services for FIT?
Mr. Mansoor Mohamed：越来越多的游客并不是首次出国，他们更希望能根据个人喜好寻觅独一无二的旅游体验，因此，自由行已取代传统的跟团旅行，成为当下的主流旅行方式。
南非各大旅行社已增设中文导游，并且也推出了中文宣传资料。同时，南非旅游局也在中国各大一、二线城市举办了一系列的展会、同业培训会和消费者体验活动。
另一方面，中国游客也日益关注与出国相关的安全问题，前往南非也是如此。在赴南非旅游的世界各地游客和中国游客中，超过50%的人是再次到访的游客，这恰恰证明了南非是一处安全且消费合理的目的地。同其它目的地一样，前往南非的游客也应在旅行期间采取切合实际的安全防范措施。只要遵循导游和南非本地人的安全指导，中国游客必然能安全无忧地在这个美丽的国度尽享精彩纷呈的旅游体验。
As a growing number of travelers are no longer heading abroad for the first time, we see a move from traditional group tours to independent travel, seeking out unique experiences at their own pace.
South African tour companies have added Mandarin-speaking guides and translating their promotional materials into Mandarin, while South African Tourism has been holding exhibitions, Trade training and Consumer experience activities in major and secondary cities across China.
On the other hand, Chinese tourists are understandably sensitive to safety and security issues when traveling abroad, and South Africa is no exception. South Africa is a safe destination for travelers. Many travelers, more than 50%, from around the world and China are repeat visitors to South Africa, which is a key indication that South Africa is a safe and affordable destination to visit.
As with any other destination, visitors are advised to take the same wise, sensible safety and security precautions that they would when traveling. As long as Chinese visitors adhere to safety guidelines from guides and local South Africans, they will have a great, thrilling experience without any concern in a fantastic and beautiful country.
T&L：人工智能、大数据是否在目的地营销中获得应用？效果怎样？下一步会怎样继续推进？
Are AI and big data used in destination marketing? What's the effect? How will we continue to move forward?
Mr. Mansoor Mohamed：南非旅游局欣然接受任何新兴媒体平台和市场趋势，以借此了解中国旅游消费趋势，并在日新月异的旅游业市场中一如既往地保留自身的竞争优势。我们的目标受众是那些具有冒险精神和文化猎奇精神、寻求新体验和有价值的旅游资源的游客，而彩虹之国南非恰好能满足这些游客的需求。因此，能更好地反映游客需求，并能与其进行有效沟通的宣传平台正是我们所要寻觅的合适平台。我们已了解电子商务和移动应用等新兴趋势，并且也已通过引人瞩目的社交媒体活动和多个新兴的社交媒体平台向大众宣传我们的新体验，从而参与到塑造中国大众市场的数字领域之中。
South African Tourism welcomes any emerging media and market trends in order to stay in tune with the consumers and competitive in the fast-paced market. To select the right medium, we aim to select platforms which best reflect and speak to our target audience of adventurous and culturally-curious travelers looking for new experiences and valuable offerings such as those that the “Rainbow Nation” offers. We are aware of the emerging trends of e-commerce and mobile app usage in everyday life and South African Tourism are already participating and taking part in the digital landscape that shapes China’s mass market, whether it be through exciting social campaigns or promoting new experiences through new and different social platforms that can reach the mass audience.
T&L：2018是否有宣传主题？效果怎样？
Are there any promotional themes in 2018? What's the effect?
Mr. Mansoor Mohamed：我们于2018年举办的旅游宣传活动融入了两大主题：中南建交20周年和南非前总统兼“近代南非之父”纳尔逊·曼德拉的百年诞辰。为了纪念曼德拉诞辰一百周年，我们今年重点推出了“2018年纳尔逊·曼德拉百年诞辰活动”，以“100种方式寻找你心中的马迪巴”（马迪巴是南非人民为表达对曼德拉的尊敬及爱戴而为其取的昵称）为主题，围绕曼德拉一生中具有里程碑意义的事件推出了100个旅行体验，以此来缅怀他的一生并将他的事迹和精神发扬光大。游客可通过手机APP“马迪巴之旅”（'Madiba's Journey'），在地图上查看遍布南非全境、与曼德拉有关的景点。
Tourism promotion in 2018 also leverages on the 20th anniversary of Diplomatic relations between South Africa and China, as well as the centenary of the birth of former President and “father of modern South Africa” Nelson Mandela. The focus this year is our ‘Nelson Mandela Centenary Campaign 2018’ paying tribute to the 100th anniversary of his birth with 100 travel experiences curated around the major milestones of his life. His affectionate nickname was Madiba and the campaign is themed ‘100 Ways to Find the Madiba in You’, with Mandela-inspired tourist attractions introduced and mapped on a ‘Madiba's Journey’ mobile app.
T&L：您对2019年的表现有怎样的期望？
What are your expectations for the performance in 2019?
Mr. Mansoor Mohamed：2019年对于南非旅游局而言将是令人振奋的一年。首先，中国的出境游快速发展。从2018年上半年的数据来看，中国出境游市场日益扩大。根据所有的预估数据和专家预测来看，在2019年以及今后的5年内，中国出境游将持续升温。因此，我们计划与业内媒体及大众媒体建立全新的、具有建设性的合作关系，以此来抢占更多市场份额。我们还将与中国的旅游业界伙伴开展合作，以保证他们能为南非做出有力的宣传，同时我们也会在中国各大社交平台上探索新的推广机遇。不管是线上还是线下平台，亦或是社交媒体、电视或户外广告，我们都希望能与其中的某个中国推广团队开展合作，也希望能与中国更多的旅行社建立合作，来帮助我们吸引更多中国游客前往南非旅游。
The year of 2019 for South African Tourism in China is going to look very exciting. Firstly, we know China outbound is growing at a rapid rate. We have seen the first of the year the figures, it looks that China has grown more and more and more. The forecast and all the experts are showing us next year and for the next five years, china is continuing to grow in terms of outbound tourism. Our plan is to get more market share through new and constructive partnerships with the Trade and Consumer Media. We will put in place partnerships with trade in China to make sure they sell South Africa very well. We will explore new marketing opportunities on many platforms in China. Whether it is online platform and offline platform, whether it is on social media, on TV, outdoor banners, we are looking for partnerships with a marketing community inside China, and we are looking for more partnerships with trade agents the people who are going to sell the tours.
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关于【旅游休闲行业年度访谈】
旅游休闲行业年度访谈是由旅游休闲全媒体平台主办的针对旅游休闲行业高层进行的全产业链系列访谈，采访覆盖目的地、酒店、航空、邮轮、旅行社、旅行装备等行业，旨在分享当年最新数据、预判来年发展趋势；促进行业交流、碰撞思想火花、激发创新灵感，为旅游休闲行业的协调、高效发展贡献一份来自媒体平台的绵薄之力；年度访谈2017年首次运作即获得众多行业高层的积极反响与支持，纷纷接受访谈并发表深度、详实、独特的观点，获得业内及读者的一致好评！2018年年度访谈已于2018年11月底启动，期待您的加入！
About The ‘Annual Interview of Tourism and Leisure Industry’
The Annual Interview of Tourism and Leisure industry is a series of interviews on the whole industry chain organized by the TRAVEL & LEISURE all-media platform. Those interviews cover the industries of destination, hotel, aviation, cruise, travel agency, travel equipment and so on. The purpose is to share the latest data of that year and predict the development trend of the industry in the coming year. To strengthen exchange between those industries, light spark of ideas and inspire innovation, we hope to contribute to the coordinated and efficient development of tourism and leisure industry from a media platform. The first operation of the annual interview in 2017 received positive response and support from many industry leaders, they issued many in-depth, detailed and unique views. It won a prize from Industries and readers! The 2018 Annual Interview is launching at the end of November 2018, we are look ing forward to your joining us!
