South Africa Tourism hopes to capitalise on the exchange rate of the Rand to entice more UK visitors to the country.
South Africa Tourism manager of trade relations Matthew Armstrong said that although the destination is not cheap, the currency rate means it is a better value option than the US or Australia.
He said: “At the moment it is exceptional value. South Africa is never going to be a cheap destination. But the value for money is excellent.”
The intention of the destination is to make available more product for agents to sell in 2009 as the majority of operators offer the same hotels and resorts.
During 2008 the destination has witnessed UK visitor numbers increase by 2.9%.
The tourist board has been promoting the destination throughout the year with a range of initiatives such as the pre-WTM roadshow which this year had 25% more agents attend.
More WTM 2008 coverage at travelweekly.co.uk/wtm2008