South Africa has traditionally been seen as an expensive holiday destination but a new strategy will see the country promoting itself to those with lower budgets.

The South African Tourism organisation is working to ensure facilities are provided for the targeted tourists, who currently choose rival long-haul destinations.

It has enlisted the support of South Africa Airways, car hire companies and hotel chains.

Cheryl Carolus, chief executive of South African Tourism, described the way the country has promoted itself to tourists in the past as "almost arrogant".

She told the BBC's World Business Report: "We said this is what we have as products for people in tourism and come hell or high water this is what you must have."

Sharp fall

The new approach is expected to involve moves to encourage cheaper package holidays and make available more lower cost hotel rooms.

Attracting tourists has also been made easier by the sharp fall of the rand, which, in losing 40% of its value against the dollar last year, has made South Africa a much more affordable destination for many international tourists.

The tourism organisation's aim is to quadruple tourist numbers within 10 years, a target Ms Carolus said was "conservative".

A large proportion of visitors to South Africa come from other African countries and Europe.

South Africa should increase the number of visitors from Europe, while the United States and Japan are also areas of great untapped potential, Ms Carolus said.