Fritidresor is targeting to take between 200 and 250 Scandinavian tourists a week to Port Elizabeth from October this year. “Although the promotion of Port Elizabeth to Sweden and other Scandinavian countries is tied to the arms deal, there was a thorough evaluation by an independent consultant before the city was finally selected as a destination of choice,” says Martin Goodman, director of Amatola Tours. Amatola Tours assisted with the research into the Eastern Cape tourism industry. It then hosted educational tours by the four largest Scandinavian operators, as well as 36 Scandinavian journalists. The company manages the information desks for the National Airports Company in Port Elizabeth and Bloemfontein, and operates a fleet of 20 and seven-seater buses. “This is a big boost to the confidence of the local industry. It is independent proof that we have plenty to offer both international and local tourists,” he adds. Port Elizabeth had to compete against other destinations in Eastern Cape and the rest of the country. “A company like Fritidresor – which is the biggest tour operator in the Scandinavian countries – has to be sure that it is taking its clients to a quality destination. We succeeded because the whole local industry worked hard to ensure that Port Elizabeth would be chosen for the Scandinavian marketing campaign,” says Goodman. The decision has already sparked new investment in Port Elizabeth’s tourism infrastructure. A R12-million upgrade to the McArthur baths will be financed by the South African National Industry Participation (Sanip). Sanip was formed by British Aerospace and Saab as part of the defence offsets in South Africa’s multi-billion-rand arms deal. The new complex will be managed jointly by the Nelson Mandela Metro council and Sanip, with the property being transferred to the council after ten years. Marketing has already started in Sweden, and the first estimates are that around 200 to 250 Scandinavian tourists a week will be visiting Port Elizabeth from October 25th this year. Each is expected to spend between R800 and R1 000 a day in the area. At conservative estimates, this would pump up to a billion rand a year into the local economy. “This creates tremendous opportunities for the whole local tourism industry. While Amatola is the local agent and ground handler, we cannot cater for all the needs of this group. We are keen to talk to anyone who will contribute to making the stay of our Scandinavian guests a really special experience,” he says. “We are looking for everything, from horse riding to bungee jumping. This is a market which ranges in age from 22 to 60, so their range of interests is huge.” These tours and attractions will be included in the Fritidresor marketing material for Port Elizabeth. Goodman believes the Swedes will be keen to experience what the Eastern Cape has to offer. “Fritidresor is marketing stays of six days to two weeks. All the package includes is airfare, the hotel accommodation and the transfer to the hotel. Once they are here, they will be left to do their own thing. “This is good news for the local industry. Our challenge is to find ways of persuading them to extend their stays – and, of course to come back again the next year and to tell all their friends and family about their wonderful holiday.” The expansion of the marketing drive to other Scandinavian countries will also create new opportunities and challenges. “Tourists from Denmark or Norway are very different to people from Sweden. They’re looking for different experiences. This creates the opportunity to develop new tourism products,” he says.