Tech-savvy South African children and teenagers are being enticed to travel to local destinations with their families as tourism entities use gaming as a gateway to real-world exploration.
To publicise attractions from the Cape Karoo to the Cradle of Humankind, domestic tourism bodies are harnessing the power of online gaming to attract young travellers, who they say significantly influence the choice of family holiday destinations.
Wesgro, a tourism, trade and investment promotion agency for Cape Town and the Western Cape, has seen the benefits of wooing young, potential travellers through the use of technology.
It is crucial to recognise the significance of Gen Alpha. Despite being young, they already hold influence and purchasing power within their families. As they grow older, their impact on various sectors, including travel, will only increase.
— Rosemary Anderson, head of the Federated Hospitality Association of Southern Africa
It recently launched a Roblox game, Starlight Adventures in the Cape Karoo, aimed at sparking interest among them and their families to explore the Western Cape’s lesser-known destinations, such as Prince Albert.
The game incorporates the history and culture of the town with a population of 7,000 and the Karoo, shedding light on the Khoisan people and their significance as the world’s oldest tribe.
Roblox is a global online gaming platform that allows users to program and play games created by other users.
In Starlight Adventures in the Cape Karoo, players can choose a character they want to assume while playing the game.
They are expected to help the local museum find treasure and artefacts, following clues from a map of the town and the region.
The treasures they discover must be put on display in rooms of the museum. For each room they complete, they unlock a reward.
The historical facts that motivate the dramatic action are all garnered from people living in Prince Albert and the Greater Karoo area. The characters featured in the game are either real-life people or modelled on those who live in the town.
Two characters, museum curator “Lydia”, based on retired Fransie Pienaar Museum retired Lydia Barella, and ghost-hunt guide “Ailsa”, based on walking tour guide Ailsa Tudhope, are integral to the game.
Barella and Tudhope shared the history of the town with the game's developers.
“By immersing players in authentic experiences and offering unique, user-generated content, Wesgro deepens the connection between virtual engagement and real-world exploration,” said Jean Scheltema, Wesgro’s marketing and innovation officer.
“The youth market has a significant role to play in influencing family holiday decisions and comes off the back of the previously successful Climb Table Mountain in Roblox. By digitising key attractions in the region, we’ve combined tech and gaming to inform and inspire young minds,” said Scheltema.
Rosemary Anderson, head of the Federated Hospitality Association of Southern Africa (Fedhasa), said Generation Alpha (those born after 2010) “is considered the most digitally native generation, having been born into a world where technology is an integral part of their lives”.
Anderson said Gen Alpha is highly influenced by technology and social media.
“Hotels in South Africa are increasingly starting to market to them by leveraging technology and digital platforms.
“They focus on creating personalised and immersive experiences that align with the younger generations’ preferences. This includes offering interactive and technology-driven amenities, providing opportunities for social media sharing and user-generated content, and showcasing sustainable practices.”
The Gauteng Tourism Authority, having seen the rise of children’s influence in household decisions regarding travel and lifestyle, is also tapping into the digital space to attract this segment.
“With the Innovation Hub, an agency of the provincial government, we are working on robotics and augmented reality gaming innovations that will see us put some of our products, like the Cradle of Humankind World Heritage Site, Constitution Hill and Sci-Bono Discovery, on a travel game venture,” said Barba Gaoganediwe, spokesperson for the Gauteng Tourism Authority.
The Sunday Times canvassed more than 145 mothers, all members of Facebook travel group “From RSA to the World”. They said their children had a major influence on holiday decision-making.
“I can’t imagine a holiday where they don’t have an opinion. It allows them to be part of a vacation they know they will enjoy,” said Phethiwe Nombuso.
Pretoria-based mother Andy Mabunda said: “Yes, my kids influence my destination decision. As they get older, it seems more difficult to keep them entertained without ‘adrenaline-rush’ activities.”
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