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Travel

South Africa named top destination for 2010 in UK report

British travellers drawn to country’s “X-factor”, “chadventure” and “voluntourism” offering

South Africa has been named as a top destination for 2010 in ABTA’s Travel Trends Report, released end-2009. The travel association’s annual report cites “X-factor destinations” (those with something new and unique to offer), “chadventure” (a combination of adventure and raising money for charity), and “voluntourism”-based breaks as key trends in British travel behaviour for 2010.

Sustainable tourism has grown over recent decades, as seen with the take up of programmes such as the Imvelo Awards for Responsible Tourism, and is increasingly integrated into local tourism products.

The focus is on making sure that the interests of wildlife and communities are balanced, and that visitors return home with a heightened sense of achievement, self-awareness and understanding of the country.

Lebo Mokhesi, country manager for South African Tourism in the UK, says: “We thank ABTA for this recognition and are gearing ourselves up for what they quite rightly predict is going to be a very busy 2010. We are delighted to see that the World Cup is not only throwing the spotlight onto our world class sporting facilities, but that it is highlighting new experiences to first-time and repeat visitors alike.”

“The ‘chadventure’ trend is perfect for us – anyone with a passion for wildlife and adventure will love the South African culture. There are an enormous variety of experiences on offer, whether visitors want an action-packed itinerary including trekking, surfing, wildlife tracking, canoeing, bush walking, safari, bungee jumping, paragliding, diving and hot air ballooning, or are just looking to get a taste of our food and wine or are interested in health and wellness. South Africa offers something for everyone.”