South Africa is making inroads into Brazil with a partnership between South African Tourism and South African Airways to promote the destination

Building a solid presence in Brazil for Diogo Caldeira, Media Relations Manager at South African Tourism, in recent years proves how collaborative work has driven significant results. He has been promoting the destination for 13 years and has witnessed profound changes in Brazilians' relationship with the country. "From the first day I set foot there, my mindset completely changed," says Caldeira, highlighting the transformative power of the experience.

A TI Comunicações has officially represented South Africa for 21 years, and the major milestone in this journey was the opening of the official tourism office in São Paulo in 2014. "It was a huge battle to open that office," recalls Caldeira.

From then on, the country and the airline intensified joint efforts, increasing the destination's visibility. The result was immediate: 2019 saw almost 80,000 Brazilian visitors, a number that positioned Brazil among the top source markets. After the pandemic, the recovery continues steadily, and Caldeira projects ending the year with around 60,000 travelers.

A destination that appeals to a wide variety of travelers.

South Africa has become one of the most sought-after destinations for Brazilians, especially due to its great attractions: safaris, Cape Town, and gastronomic experiences. But, as Caldeira emphasizes, the country offers much more.

Johannesburg preserves the memory of apartheid and the life of Nelson Mandela, aspects that spark great cultural interest. The Garden Route—750 km of lush landscapes—and the wine regions, with over 600 wineries open to the public, broaden the possibilities.

The cost-benefit ratio is also impressive. "The Brazilian real is three times stronger than the local currency," explains Caldeira. This makes meals, tours, and wines much more accessible than in the United States or Europe. Among the prized South African wines, he highlights Pinotage, Chenin Blanc, and Sauvignon Blanc. "They are definitely worth trying," he affirms.

The airline's strength in training and outreach.

Cássio Lucas, marketing and sales director for South African Airways in Brazil, explains that the airline works in close collaboration with South African Tourism, especially in training travel agents. "We are one of the destination's ambassadors," Lucas states.

The training sessions — both online and in person — take place in major capital cities such as São Paulo, Rio de Janeiro, Porto Alegre, and Belo Horizonte. In addition to South Africa, SAA provides information about Botswana, Namibia, and Tanzania, routes served by the company.

Lucas emphasizes that Africa is a destination for all types of travelers. "The public's expectations are always low, but when they discover it, they realize it's a democratic destination," he says. The range of possibilities caters to students, backpackers, and luxury travelers. The fares reflect this diversity, with promotions reaching as low as $411 round trip (plus taxes).

Growth driven by aviation and regional demand.

South African Airways' country manager in Brazil, Gabriel Gomes, highlights that the growing demand motivated the increase in frequencies. Starting December 10th, the company will increase from four to six weekly flights. "The company decided to invest in this peak season, and the response has been excellent," he says.

The interest isn't just coming from Brazil: passengers from Argentina, Uruguay, and Chile have been using São Paulo as a connection point to South Africa. "We've seen a really great interest in the Argentinian market," reveals Gomes.

With the codeshare agreement with Gol, national connectivity is strengthened, allowing more Brazilian cities to easily access the destination. "The expectation is the best possible," he says, optimistic about continued growth.

The flight experience as a gateway to the destination.

Gomes points out that SAA has been operating in Brazil for over 50 years and was a pioneer in direct flights between the two countries. Inside the aircraft, passengers begin to experience South African hospitality: exquisite cuisine, local wines, and welcoming service.

One distinguishing feature remains a source of pride for the company: the complimentary baggage allowance of two 32 kg bags in all classes. "I invite everyone to learn a little about our product," says Gomes, emphasizing that the flight experience already hints at the charm of the country.

Reporting and photo: Mary de Aquino.