Traditionally, the number of Russian tourists visiting
Tanzania has been almost negligible.
The top ten sources of tourists to Tanzania include United
States of America, United Kingdom, France, Italy, Germany, Spain, Canada,
Australia, Ireland and Netherlands.
But Russia, which spans Eastern Europe and Northern Asia, is
emerging as the outbound tourism market frontier to explore for Tanzania,
bolstering the East African resource-rich country's hope to mitigate the ripple
effects of the Covid-19 pandemic.
Recently, the Tanzania Association of Tour Operators (Tato)
invited a marketing - cum journalism expert from Russia at as part of its
efforts to recover tourism business under UNDP support, where they charted out
ways of capturing the sleeping Russian giant outbound market.
Ms Claire Vuylsteke, working with the Rossiyskaya Gazeta, a
print and online media house, says Tanzania tops the lists of countries which
Russian tourists are allowed to visit in the aftermaths of the Covid-19
pandemic.
Other nations in the list were Egypt, Turkey, Maldives,
Greece, Tunisia, Japan, Cuba, UAE, Serbia, and Montenegro.
Tanzania Mainland and Zanzibar is currently an affordable
destination offering sea and sun options, but there is intense competition in
Mediterranean countries when summer begins in Europe, she explains.
Ms Vuylsteke encouraged Tato members to consider embarking
on their marketing blitz in Russia in June as well as between September and
November each year.
"Strategic timing will not only attract high profile
Russian travelers for the forthcoming 2021 high season, but also make both
Tanzania Mainland and Zanzibar their first choice destination," said Ms
Vuylsteke, adding:
"The momentum is ideal for both Tanzania Mainland and
Zanzibar to maximize their image as a high-end destination," Ms Vuylsteke
stressed.
Tato's chief executive officer, Mr Sirili Akko, was
optimistic that chartered flights and the anticipated Air Tanzania scheduled
flight to Moscow would help to secure arrivals of customers looking for luxury
experiences.
Ms Vuylsteke said with a population of 146.7 million people,
Russia, the 9th populace country globally was one of the fastest-growing
outbound markets in the world.
"In 2019, Russia ranked 5th globally with the highest
number of billionaires after the US, China, Germany, and India," she said.
Russians made 48, 072, 285 trips to 176 foreign countries
and territories during the year, equivalent to 31 percent growth compared to
2018.
Russian tourists' spending on travel rose by 15 percent in
2019, overtaking China and Southeast Asia. This implies that it has grown by 10
percent compared to the seven percent growth of America.
"In total, Russia travellers spend over $40 billion,
the highest amount than any other country in the world," she said.
While 76 percent of Russians are willing to take new trips,
48 percent have the desire to see the world. Nearly 3 million Russian tourists
traveled abroad in 2020.
A Russian spends an average of $1,676 per foreign holiday
trip, higher than a European's $1,174. While at the destination, he stays for
an average of 10 nights, two nights longer than the global average.
A Russian travels 4.3 trips per year on average,
distributing 51 percent of his expenditure on transport and accommodation prior
to the trip and the reminder on services in offer at the destination.
"It is important to adapt the local offer to the amount
the traveler will have spent before the trip," Ms Vuylsteke stresses.
About 70 percent of Russian tourists use bankcards when they
plan their trip with barely 17 percent of them using automated teller machines
(ATMs) abroad, compared to 17 percent of European tourists.
"It is important to offer online payment and card
payment solutions," says Ms Vuylsteke, adding that 51 percent of Russian
tourists use agencies while the remainder prefers self-booking.
About 34 percent of Russian tourists book six months before
their trips, 19 percent between three and six months before, 47 percent three
months before, including 18 percent last minute.
Russian tourists travel, stay longer and spend much when
children are on holiday between June and August and during New Year and
Orthodox Christmas from December 31 to January 10.
About 56 percent of Russians are 'in general' not afraid of
Covid-19, including 31 percent of them who are 'definitely not afraid at all'.
On their way back home, Russians are required to have a
polymerase chain reaction (PRC) test for their entry to be allowed.
About 77 percent of Russian tourists take more precautions
due to the pandemic while 51 percent avoid traveling to certain destinations
they consider unsafe. About 71 percent of Russian tourists would only book an
accommodation option if they were provided with detailed information on health
and safety measures. About 69 percent would prefer accommodation facilities
furnished with the latest technological solutions to help guests feel safe.
"It's important to digitalize your offer and maximize
online presence while maintaining flexibility," says Ms Vuylsteke,
explaining that 56 percent of Russian tourists would like to acquaint
themselves with their future accommodation facility using virtual reality
technologies before traveling.
Ms Vuylsteke cautions the Tato members that 61 percent of
Russian tourists pay more attention to prices when planning a trip while 64
percent of them follow special offers and promotions.
She says 82 percent of Russian tourists expect more
transparency from online booking platforms regarding the cancellation, refund,
and insurance policies.
"Refunds on cancellations are extremely important to
about 60 percent of Russian tourists, with 28 percent of them wanting to be
able to change their dates of stay for free," she explains.
By The Citizen Reporter
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