The operator said the idea behind the first-time magazine-style piece was to offer an easy-to-read brochure, with inspirational imagery to showcase new product and ideas and help agents “shape the design of a unique African itinerary”.
Marketing manager Julia O’Connor, who joined the company at the end of 2018 in a newly created role for the brand, said: “The guide is intended as a valuable selling aid and, in conjunction with updating agents, we are encouraging them to share it with their high-end clients too.”
O’Connor added it was “difficult to say” whether there have been any initial bookings off the back of the guide, but said in general requests had been for summer honeymoons and multigenerational family bookings in popular Africa destinations.
She also highlighted the potential of Rwanda this year.
“The tourist board’s recent sponsorship of Arsenal, coupled with fantastic new product such as the One&Only Nyungwe House, are all helping to raise the profile of Rwanda in the UK.
“Rwanda seems to be adopting a similar tourism model to Botswana with its development – one of low-density/high-revenue tourism,” said O’Connor. “Recent developments have also served to highlight Rwanda is not just about the mountain gorillas: there are enough attractions for Rwanda to stand alone as a complete destination in itself.”
O’Connor added early signs were that Zimbabwe is “definitely on the up”. “The country has a lot of challenges to work through, but there is exciting new product from serious players in the safari arena, which is a good sign of their confidence in the direction the country is moving,” she explained.
“Zimbabwe and Rwanda continue to appeal due to the experiences that are being offered.”
Following the success of a luxury fam trip to South Africa in November, O’Connor promised more educational trips, training and events for agents in 2019.
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