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Analysing Tourism Update’s current readership gives some insights into where the action is when it comes to the tourism trade engaged in Southern Africa.
Of the more than 25 000 readers who visit the site each month, 78% are returning readers. The numbers of trade professionals who take the trouble to return to the site are a good indication of their interest in Southern Africa.
Here are some of the things we found that may be useful when planning a sales trip:
In the fast-growing German market, our readership is growing even faster (site visits up 43% over a year ago). Reader sessions in the last 60 days (4 130) show which cities are following Southern African news the most – Munich 14%, Berlin 11%, Frankfurt 9%, Hamburg 5% and Stuttgart 2%.
London is the source of 39% of reader interest in the UK. It is by far the single most-interested city in tourism to Southern Africa. If London were a country it would come only after the USA and Germany. With 3 390 sessions in this period, that is three times more than the second city, the metro of New York.
In the USA, the state where there is most interest is California, with 12% of the 6 938 sessions. This is followed by New York 11% and Florida 10%, with Texas and Massachusetts at 6%. When it comes to metros, New York with 15% is more than twice the size of the next, Los Angeles at 6%, with Chicago Boston and Denver at 5%.
If Toronto were in the USA it would be second only to New York, with more reader sessions than Los Angeles metro.
The Canadian cities, after Toronto’s 36% of Canadian sessions, are Victoria 12% and then Vancouver 5%.
In Australia, the 2 040 reader sessions were in Sydney 39%, Brisbane 19%, Melbourne 15%, Perth 13% and Gold Coast 6%.
Nairobi edges out Windhoek and Harare as the centres in Africa outside SA with the most reader action. They are all within 10% of London in readership importance.
Over the last 60 days there were 111 324 reader sessions in South Africa. This was 67% of all readers of Tourism Update’s 165 503 reader sessions during the period May 16 to July 16, 2016. Gauteng accounted for 47%, Western Cape 36% and KZN 9%.
Source: tourismupdate.co.za
