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Viewing cable 09PRETORIA1134, DELTA AND SAA INCREASE SERVICE BETWEEN U.S. AND AFRICA TO
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Reference ID | Created | Released | Classification | Origin |
---|---|---|---|---|
09PRETORIA1134 | 2009-06-05 14:03 | 2011-08-24 01:00 | UNCLASSIFIED//FOR OFFICIAL USE ONLY | Embassy Pretoria |
VZCZCXRO1740
RR RUEHBZ RUEHDU RUEHGI RUEHJO RUEHMA RUEHMR RUEHPA RUEHRN RUEHTRO
DE RUEHSA #1134/01 1561403
ZNR UUUUU ZZH
R 051403Z JUN 09
FM AMEMBASSY PRETORIA
TO RUEHC/SECSTATE WASHDC 8719
INFO RUCPDC/DEPT OF COMMERCE WASHINGTON DC
RUCNSAD/SOUTHERN AF DEVELOPMENT COMMUNITY COLLECTIVE
RUEHZO/AFRICAN UNION COLLECTIVE
RUEANHA/FAA NATIONAL HQ WASHDC
UNCLAS SECTION 01 OF 03 PRETORIA 001134
SENSITIVE BUT UNCLASSIFIED
SIPDIS
DAKAR FOR FAA REP
FAA FOR NANCY ANGELO
DEPT FOR EEB/TRA
E.O. 12958: N/A
TAGS: EAIR ECON EINV ETRD SF
SUBJECT: DELTA AND SAA INCREASE SERVICE BETWEEN U.S. AND AFRICA TO
TAP GROWING MARKET
REF: A. 09 PRETORIA 990
¶B. 09 PRETORIA 329
¶C. 09 PRETORIA 473
¶D. 08 PRETORIA 2754
This cable contains company proprietary information.
¶1. (SBU) Summary. Charge La Lime hosted a lunch for Delta officials
on May 14. Delta Southern Africa General Sales Manager Margaret
Copeland and outsourced Cargo Manager Anne Sanders discussed Delta's
expansion strategy in Africa and provided an update on the impact of
the global economic crisis on Delta's passenger volume in South
Africa. Increased air service between South Africa and the U.S. has
improved bilateral tourism and trade growth. Delta is
well-positioned to take advantage of this growing market considering
the fact that state-owned carrier South African Airways (SAA), its
main competitor, is experiencing severe management and financial
difficulties. It will take time and a substantial financial
commitment from the incoming leadership at the Department of Public
Enterprise (DPE) to deal with past mismanagement and financial
constraints at SAA. (See Septel for discussion of cargo volumes and
security issues). End Summary.
¶2. (U) Charge La Lime hosted a lunch on May 14 for Delta Southern
Africa General Sales Manager Margaret Copeland and outsourced
Delta Cargo Manager Ann Sanders. Representatives of the Commercial,
Consular, Economic, and Management sections of the mission attended
the luncheon. Post provided an update on USG policy and consular
administrative changes that would impact Delta's operations in South
Africa.
----------------------------------
COMPETITION HEATS UP AS CONFIDENCE
IN AFRICAN AVIATION MARKET GROWS
----------------------------------
¶3. (SBU) Copeland said Delta's main competitor in the African market
is South African Airways (SAA). Copeland explained that Delta
first entered the African market when SAA was part of the Sky Team
alliance and both airlines shared a code. SAA later ended its
relationship with Sky Team and joined the Star Alliance. (Note: SAA
had its first U.S. code share with American Airlines when it
operated a service from Miami to Cape Town). Delta decided to use
the experience it had gained under this code-share agreement to
launch its own independent service to South Africa when SAA joined
the Star Alliance. Both companies have announced expansion of
service between the U.S. and Africa and will continue to develop
Dakar, Senegal as a hub for Western Africa. Delta is the only U.S.
carrier that operates its own direct flights to Sub-Saharan Africa.
¶4. (U) Tourism growth has declined in Africa as a result of the
global economic crisis, but it has not contracted as a number of
other major international markets had. For example, the growth in
foreign arrivals to South Africa slowed to 5.5 percent in 2008 -
down from the double-digit growth of the past few years - but South
Africa still welcomed a record 9.6 million tourists. Copeland
stated that business class seats on Delta's South Africa routes were
currently running at full-capacity. The latest UN statistics
project that Africa will experience the highest air traffic growth
rate of any region by 2010, with a projected 8.5 percent increase in
passenger kilometers travelled. A Delta press release further
states that traffic between the U.S. and Africa is projected to grow
by more than five percent annually through 2027.
Qby more than five percent annually through 2027.
¶5. (U) Copeland said Delta was proceeding with its planned route
expansion in Africa. Delta announced Africa-wide expansion plans in
November 2008, to take advantage of projected demand growth. It
launched non-stop service between New York's JFK International
Airport and Lagos, Nigeria in December 2007. Delta planned to
launch new flights between Atlanta and Nairobi, Kenya; Monrovia,
Liberia; Abuja, Nigeria; Luanda, Angola; and Malabo, Equatorial
Guinea (via Cape Verde) in June. However, the Delta flight to
Nairobi has been postponed indefinitely to delays in acquiring U.S.
Transportation Security Administration approvals, required to
operate flights to the U.S.
¶6. (U) Delta also introduced its first daily, non-stop service to
South Africa with flights between Atlanta and Johannesburg on June
¶3. Delta has upgraded the aircraft to a Boeing 777 for the new
service. Johannesburg passengers flying non-stop to Delta's U.S.
hub in Atlanta will save around three hours in travel time in each
direction when compared to the previous service, which stopped to
refuel in Dakar. Delta has also rerouted its New York-Cape Town
PRETORIA 00001134 002 OF 003
flight to become an Atlanta-Cape Town flight. Copeland noted that
Atlanta works as a better destination for the U.S. since 80 percent
of the inbound passengers required connections further west and the
onward connections in Atlanta avoided the lengthy delays experienced
at JFK International Airport.
-----------------------
CHANGES EXPECTED AT SAA
-----------------------
¶7. (SBU) SAA also announced expansion plans last December despite
major leadership and financial crises at the state-owned carrier.
SAA has one of the highest debt-to-turnover ratios in the world (110
percent) and CEO Khaya Ngqula's contract was terminated in March
following charges of mismanagement and corruption (see Reftel B and
D for additional information). SAA pursued and managed to acquire
fifth-freedom rights in West Africa in an effort to remain
competitive in the African market. These rights allowed SAA to
launch new services in May. SAA Head of Network Development Jason
Krause said SAA was in a strong position to fly passengers
originating in North America to West African destinations as a
result of these rights.
¶8. (U) SAA also began operating a non-stop service from Washington
to Dakar and from New York to Johannesburg on May 1. North American
passengers can now fly from Washington to West Africa via Dakar or
from New York to West Africa via Johannesburg. SAA also launched a
new twice-weekly service to Buenos Aires, Argentina in April to
complement its existing daily South American service to Sco Paulo,
Brazil.
¶9. (SBU) Post asked Delta officials whether the changes in
leadership at the Department of Public Enterprises (DPE) would
resolve the leadership and financial problems at SAA. Copeland
thought incoming DPE Minister Barbara Hogan was a good choice for
the position and expected "Hogan to clean-up SAA's act." Copeland
cited the improvements Hogan brought to the Department of Health
during her brief stint as its Minister during the interim Mothlante
administration.
-----------------------
INCREASED SERVICE LEADS
TO TOURISM GROWTH
-----------------------
¶10. (U) The growth of international service and the entry of new
foreign carriers has contributed to an increase in international
passenger arrivals in South Africa. South Africa received less than
12 international airlines in 2003. More than 70 international
airlines now fly into the country. Recently released Statistics
South Africa data reveals that the U.S. displaced Germany as the
number two source of overseas tourist arrivals behind the UK in
¶2008. The number of U.S. visitors grew 3.8 percent to 302,090
despite the U.S. economy slipping into recession. The growth of
U.S. tourist arrivals is directly related to the increase in direct
air service provided by Delta and SAA.
¶11. (U) Demand for additional direct flights to South Africa is
expected to increase during the 2010 FIFA World Cup. Copeland
warned the Consular section to prepare for a large number of U.S.
fans to travel to South Africa for the games. More than 1.5 million
applications for tickets to the 2010 FIFA World Cup had been
received by March 31 during the first phase of ticket sales. U.S.
fans led foreign ticket applications (with over 93,000 tickets
purchased), followed by the British, Germans, Italians, and
Australians. Copeland said there was a possibility that Delta could
QAustralians. Copeland said there was a possibility that Delta could
consider increasing service just for the World Cup period, but Delta
was worried about the ability of filling those planes with
passengers on the outbound trip to the U.S. while the tournament was
ongoing.
-------------------------
SOUTH AFRICA TO INCREASE
TOURISM MARKETING IN U.S.
-------------------------
¶12. (U) The South Africa Tourism (SAT) chamber also announced that
it would increase its marketing efforts in the U.S. in light of the
increase in U.S.-based tourism to South Africa. SAT Acting CEO Didi
Moyle said "historically, SAT marketed only to Americans who would
spend $5,000 in two to three weeks, but this was a low-volume and
ultimately unsustainable market." Recent SAT research revealed that
young urban professionals were the most interested in South Africa
travel and expressed a preference for $1,999 all-inclusive travel
PRETORIA 00001134 003 OF 003
packages. The American Society of Travel Agents also had its annual
expo at Sun City in South Africa this year, the first time it had
been held in Africa. SAT research estimates the number of Americans
who would be interested in visiting South Africa at about 6.3
million.
-----------------
PROMOTING REVERSE
TOURISM AND TRADE
-----------------
¶13. (SBU) The Commercial Counselor told Delta officials that he
would like to see a reciprocal increase in South African tourism and
trade promotion to the U.S. The Commercial Service would like to
launch a series of quarterly conference calls with tourism boards in
the U.S. and would welcome Delta's participation. He would also
like a Delta representative to make a presentation on its Africa
route expansion strategy at the 2009 Corporate Council on Africa's
(CCA) Business Summit in Washington, D.C. in September. Copeland
indicated that Delta had made efforts to promote the U.S. as a
tourism destination for South Africans when it first launched its
service in South Africa. Delta sponsored U.S. trips for South
African tourism journalists, but was disappointed by the way these
visits were utilized by the journalists and the lack of media
coverage following the trips.
-------
COMMENT
-------
¶14. (U) Increased air service between South Africa and the U.S. has
improved bilateral tourism and trade growth. The number of direct
connections between the Western Hemisphere and Africa is still
relatively low and there is still potential for increased growth as
countries in the region develop their tourism industry. Delta is
well-positioned to take advantage of this market growth considering
the fact that its main competitor SAA is experiencing severe
management and financial difficulties. It will take time and a
substantial financial commitment from the incoming leadership at the
DPE to deal with past mismanagement and financial constraints at
SAA.
LA LIME