Jonty Rhodes to promote South African tourism in India as brand ambassador

Chennai: Former South African cricketer Jonty Rhodes, who is the fielding coach for Indian Premier League team Mumbai Indians, will wear another hat in India. He has volunteered to promote South African tourism in India as brand ambassador.

For the Rainbow Nation, India is now a core segment to attract tourists and Mr Rhodes has a ‘great' fan following in India, said Ms Hanneli Slabber, Country Head, South African Tourism.

In an earlier avatar, in 2005 the South African cricketer was roped in by the eco-safari operator Conservation Corporation Africa as its ambassador to India. He is also involved in coaching young crickets on fielding in some of the academies.

According to Ms Slabber, Mr Rhodes coming on board South African tourism is very timely, as India is one of the most ‘vibrant' markets to attract tourists to the Rainbow Nation. “We are taking India seriously. With 62 officials from South Africa [compared to 32 last year] on a road show to is a testimony of the importance this country is for us,” she said. Mr Rhodes is so passionate about India that he plans to write road trip diaries this year. The first part is to be released in March, she said.

Record volume
In 2011, nearly 85,000 Indians visited South Africa. This was nearly 18 per cent more than the previous year's number of 72,000, she said.

Interestingly, in terms of volumes, Mumbai and Delhi send the most number of tourists to South Africa. However, when it comes to spending, travellers from secondary cities like Chennai, Ahmedabad, Bangalore, Hyderabad and Pune spend 15-20 per cent more than that of visitors from Mumbai and Delhi, she said.

With the burgeoning development, increasing purchasing power and flourishing travel aspirations of Indians in Tier II and III cities, going forward, South African tourism would like to expand our reach in these promising markets through road shows and advertising and marketing campaigns. Last year, the advertising budget for India was increased by 50 per cent, and this year by another 50 per cent, she said without giving any numbers, she said.