Wholesalers and operators at the South African Tourism Showcase 2010.

Rob Gurr, Laura Bainbridge (BCD Travel), Barbara Koryzna-Kijowski (All Tours & Travel), Bangu Massi & Ian Robinson (South African Airways).

South Africa Tourism's 'My South African Adventure' campaign touched Sydney on Wednesday evening, promoting the destination with a number of trade, business tourism and consumer activities targeting the Australia and New Zealand market.

The evening presented a feature film starring the South African operators, showcasing their offerings, followed by entertainment, refreshments and an interactive networking session.

The roadshow is part of an annual showcase for travel agents in four key cities across Australia over August and September, giving agents and media product knowledge of South Africa while networking with airlines, 16 South African operators and Australian wholesalers.

"The best thing about the roadshow is the incentive prize: the best way to sell South Africa is to experience South Africa. Once travel agents have been there, negative perceptions people might have are gone. The FIFA World Cup did this very well for us," general manager South Africa Tourism Australasia, Bangu Masisi said.

"2010 has been a great year for South Africa. From Australia being touted as the country with the third highest ticket sales in the world for the 2010 FIFA World Cup to its legacy and the significant benefits that remain for local communities, the tourism industry and generations of South Africans to come.

"We are working closer than ever with our partners in leveraging the World Cup's goodwill to encourage Australian and New Zealand travellers to visit South Africa on their next holiday."

In response to concerns that the withdrawal of V Australia from South African routes would damage Australian tourist figures, Ms Masisi noted that "there are other options from Australia."

"Holiday makers generally have the time for a stopover and are willing to do so."

2010's roadshow drew over 250 travel agents from the Australian cities: "It's the best response we've ever had from both travel agents and our partners," Ms Masisi told e-Travel Blackboard.

The withdrawal of V Australia from South Africa significantly reduced chances of Qantas and South African Airways (SAA) winning final approval for an extension of their Wallaby Route codeshare arrangement.

However, suppliers are not overly concerned over this reduced traffic, which they believe will be more than offset by the time-lagged demand surge off the coat-tails of the football World Cup.

"Our concern as a high end supplier is that [the increased prices of getting to South Africa] will mean that people will still travel to South Africa, but maybe not spend as much while there," marketing manager of Sabi Sabi, Jacques Smit told e-Travel Blackboard.

"For instance if a holiday maker sets aside a certain amount of money for their South Africa trip and then airfares go up, they'll look at staying in a three- or four-star property instead of our property.

"V Australia gave us a taste of what it was like [to give Qantas and South African Airways some competition]."

Amongst South Africa Tourism's top ten reasons to visit were: affordability, natural beauty, world-class facilities, adventure, multiculturalism, and wildlife.

The board listed Cape Town and the Cape Peninsula, the Winelands, Garden Route, Johannesburg, Kruger National Park and Robben Island in its top ten attractions.