Aquila Collection Makes bold moves across UK & Irish Markets

Aquila Collection has concluded a highly successful edition of its Aquila Collection Cape Town Safari Roadshow, delivered by Norse in partnership with Red Elephant Reps, as the brand strengthened its presence across key regions of the UK, Ireland and the Channel Islands.

The roadshow forms part of the group’s broader destination marketing programme – an ongoing international initiative focused on building market access, strengthening destination understanding, supporting itinerary education and driving future visitor growth to Cape Town and the Western Cape.

The latest campaign was deliberately designed to engage beyond London, taking Aquila Collection’s destination story directly into regional markets where long-haul appetite, quality trade relationships and future sales potential remain strong. After touching down in London, the roadshow extended into Scotland, Ireland, regional England and the Channel Islands, reinforcing Aquila Collection’s commitment to being present in market, building relationships and converting awareness into future business.

At each stop, Aquila Collection presented a compelling story of destination travel centred on Cape Town and the Western Cape – a region that offers visitors the ease of a single-airport arrival combined with exciting, bucket-list itineraries. Through its Cape Town safari and Cape Town wine experiences, Aquila Collection showcased a destination proposition that combines wildlife, landscapes, hospitality, wine and memorable day and overnight experiences within one journey.

The roadshow took place against the backdrop of global travel disruption linked to the Middle East, yet the appetite from travel trade to connect, learn and confidently sell the destination remained strong. The response confirmed that while global conditions may shift, the desire to travel endures – and Cape Town continues to hold significant appeal for both the trade and the travellers they serve.

Johan van Schalkwyk, Commercial Officer at Aquila Collection, said: “People still want to travel. They still want to explore the world, and Cape Town remains firmly on that list. What we saw across the UK, Ireland and the Channel Islands was a highly engaged trade audience, keen to connect, learn and better understand how to sell Cape Town, the Western Cape and the kinds of safari and wine experiences that Aquila Collection brings to market.”

He added that the campaign was about more than visibility alone. “Even when a market is well established, we can never sit back and simply expect business. We have to formalise business, build future business, encourage new kinds of travel, and remain consistently welcoming, available and present in market. The UK is again South Africa’s number one key source tourism market, but sustained success comes from actively nurturing demand and deepening the trade’s confidence in selling the destination.”

Norse was represented on the roadshow by Andrew Fish, UK and South Africa Sales Manager, supporting the alignment between air access, destination storytelling and commercial opportunity.

Market access for the campaign was facilitated by Red Elephant Reps, Aquila Collection’s UK and Ireland agency partner, with Chris Crampton and Franco Sessini playing an important role in enabling engagement across the market and extending the reach of the roadshow beyond traditional city-centre trade activity.

According to van Schalkwyk, this alignment between airline access, destination storytelling and in-market representation is essential to long-term success. “Norse is attracting a new style of traveller to Cape Town and the region, and that creates real opportunity. We look forward to welcoming not only more travellers through this growing access, but also stronger conversion from across the wider UK, Ireland and the Channel Islands as interest continues to build.”

Throughout the programme, Aquila Collection and its partners engaged travel trade through destination presentations, product updates, hosted networking opportunities and direct market interaction, sharing fresh insights into Cape Town, the Western Cape and Aquila Collection’s latest developments. The response reaffirmed strong demand for experience-led travel and for itineraries that combine safari, wine, scenery, cuisine and wildlife into one destination-led offer.

With the roadshow concluded, Aquila Collection now looks ahead to the next stage of conversion through ongoing trade and media hosting into Cape Town and the Western Cape. By bringing high-potential media and trade partners into the destination itself, Aquila aims to turn engagement into real visitor growth and measurable business.

The success of the Aquila Collection’s latest edition of its Cape Town Safari Roadshow reflects the group’s commitment to proactive market activation, strategic partnerships and destination-led trade education. In a competitive global tourism environment, Aquila Collection continues to invest in the relationships, routes and regional opportunities that help keep Cape Town and the Western Cape visible and desirable.