Issue link: https://digital.copcomm.com/i/105245
ICI•pg_14-22__BMT_pg3-58 1/22/13 2:21 AM Page 20 Q & A when you step onto a South African Airways flight, wherever you are, whether you're in the U.S. or elsewhere, you've already stepped onto South African soil BY SOLOMON J. HERBERT because there's just a warmth and welcoming and hospitality that is amazing. South African Airways has a new C.E.O. and the service levels are up. I've flown them recently and I just got a new sense that they're working hard and continuing their legacy. If there's anything we can do to support South Africa as an economy, it starts with the flights because in South African Airways, you are helping a lot of South Africans back in South Africa. BM&T: How important is the African-American market to South African Tourism? ZUNGU: Absolutely important. It's actually very important for us because we are an African county and so there is already and affinity and a conthu Zungu serves as nection. We're always saying come and visit the Motherland, come and see president of South where you came from, but also come for leisure. So it can certainly be a culturAfrican Tourism, al or spiritual journey for many African-Americans, but also it's a comfortable North America, a post she place just like when you go to Italy or some other destination. Why not come has held for almost four to a place that really will touch you in a much, much deeper way? South Africa years. A graduate of has the ability to do that. Columbia Business School, So we'll look at African-American segments with great care because our Zunga managed the South journeys are similar. I think the journey of the African-Americans here and our Africa Tourism operation in journey in South Africa are parallel. And when people come to South Africa, Italy for four years, before they realize that and it just makes for a much greater connection. We rememrelocating to New York to ber that the most support during the apartheid era came from the Africanfocus on the US and American segment. So now that we are free and growing and strengthening we Canadian markets. would look to see more and more of them come and see some of the strides BM&T: Exactly what are your that we are taking. responsibilities? BM&T: It appears that early on, there was a much more aggressive outZUNGU: The USA is actually reach to the African-American market than I see today. Maybe I'm missing the 2nd largest international source something but I just don't sense the same degree of interest in the Africanmarket for travelers to South Africa. My duties are to make sure we are building American market. correctly with the North American market and that we are building the brand Some years ago we went to an event that South African Tourism invited for South Africa. That's how we keep longevity. It's not just for today but we are us to – a focus group. We weren't actually involved in the focus group, but going for the long-term to make sure that we are getting as many travelers to we watched them, and the outcome of that was that African-Americans South Africa as possible. Not only leisure travelers but also business travelers – tend to be more interested in history and culture and about things to do what we call business tourism – which includes M.I.C.E. The US market is also with Nelson Mandela whereas the general market is more interested in quite keen for South Africa in terms of meetings, associations and incentives, so safaris and wildlife. So I'm just wondering what special efforts are being our focus has been really to try and mine this area. made to reach out to this particular market because general market adverBM&T: You mentioned the M.I.C.E. market. What are some of the tising and general market marketing just doesn't resonate with Africanthings that are happening or developments in South Africa now that should be Americans for the most part. of particular interest to meeting planners and incentive planners, as well as ZUNGU: Over the past four years we had focused specifically on growleisure travelers? ing the brand and predetermining what is the brand of South Africa that we ZUNGU: As you know, in 2010 South Africa hosted the World Cup. want to put out in the market. We did some focus groups recently to test the That's the most recent development and with that, there was a lot of investing market. In several of these focus groups we had couples, older couples, Africanthat went into developing infrastructure, upgrading our roads, upgrading our Americans and youth, and we tested these so we now know the things that airports, and also just new venues which have been created as a result of that. African-Americans are looking for. To be specific with some of the strives we've Consequently, now we are even better poised to host more meetings in South made, we've always tried, when we speak to the African-American segment, Africa. Because we have proven to skeptics that we are capable hosts, we have although it's small, to attach an event. For example, the jazz festival in Cape the abilities, with have the logistical abilities and we can host just as good as any Town because that is something we have found to have good traction with the other destination. African-American segment. BM&T: Domestic airlines in the U.S. have come under a lot of criticism We did a series of consumer evenings starting in New York and going because of rising prices and the lower standards and services they're providing. around the country talking specifically to the African-American segment, and Has South African Airways managed to maintain its high level of service while partnering with some of the organizations. I'm pleased to find out that there's a holding down prices, and if so, how have they accomplished this? publication [like Black Meetings & Tourism] that deals specifically with meetZUNGU: I am not a spokesman for the airline but I am pleased to answer ings because I found when we talk business tourism, there're lots of groups in your question because they're actually a world-class airline. South African the African-American segment, and a partnership with you would come in very Airways is the best way to get from anywhere in the world into Africa. In fact handy with us to get into that segment because you're right – you can't just their motto is, "Taking the World to Africa and Africa to the World," and spray your message out there and trust that you'll have traction. You've got to they do that in style and class with a South African smile, which is amazing. And be specific when you're talking to the African American segment. A CONVERSATION WITH STHU ZUNGU S 20 B M & T ••• November/December 2012 ••• www.blackmeetingsandtourism.com