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NEW DELHI, India – South Africa Tourism Board today said it will tie-up with leading travel and tour companies for campaigns in India to promote the destination better among Indian travellers.

NEW DELHI, India – South Africa Tourism Board today said it will tie-up with leading travel and tour companies for campaigns in India to promote the destination better among Indian travellers.

As part of the strategy, the South Africa Tourism Board (SATB) will come up with co-branded hoardings with travel services providers.

“We will partner with big travel companies in India to promote South Africa to part-fund outdoor campaigns,” South African Tourism Country Head India Hanneli Slabber told PTI.

Without sharing financial details, Slabber said, the tourism board is spending about 12 per cent more on promotional and marketing activities this year compared to last year.

Some of the major travel companies that the board works with in India includes Thomas Cook , Kuoni, SOTC and Cox & Kings among others. The board does not sell directly to consumers.

South Africa is one of the preferred destinations for Indians looking to holiday abroad. In the first three months of this year, it has seen 50 per cent increase in the number of Indians travelling to the destination compared to last year. In 2010 a total of 72,000 Indians visited the country.

In terms of overall number of people travelling to South Africa, the board expects about 80,000 tourist arrivals this year.

At present the largest number of tourist to the country are from the UK, followed by US , Germany, France, Netherlands, Australia , India and China .