South African Tourism – Destination marketing. Roshene Singh. Sep.08, 2009. The success of delivering the mandate of tourism lies in different areas – together they form the Tourism Growth Strategy. Transformation. Safety .
8. Safety and Security, Department of Health, Department of Transport
7. TECSA and DEAT
Skills & Service Levels
1. Tourism Enterprise Programme with DEAT
6. Theta and DEAT
Tourism Growth Strategy
Marketing & Branding
5. Department of Transport (land and air)
2. South African Tourism
4. The dti
3. Tourism Grading Council, Register of Guides (DEAT and provinces)
Choose the attractive segments
Market the Destination
Facilitate the removal of obstacles
Facilitate the product platform
Monitor and learn from tourist experienceMandate and Key Strategic Objectives is the Vision for Tourism
The Tourism Act’s mandate to SA Tourism is ...
Sustainable GDP Growth
Sustainable job creation
Redistribution and transformation
Increase in tourist volume
Increase in tourist spend
Increase length of stay
. . . through six key objectives . . .
Improve geographic spread
Improve seasonality patterns
. . . by acting in a focused way to . . .
Awareness and desire
Awareness created by SAT marketing campaigns
Delivery and Experience
Channels: Tour operators, Internet, etc
The South African Tourism Product Offering
Transport:Airline, rail, car, ship
Awareness created by marketing campaigns of industry
2. THESE ARE COMPANY- LEVEL CHOICES
Source: Monitor Group
The most recent portfolio review was conducted in 2007, and produced the following portfolio for the period 2008 to 2010:
Given that 60% of all arrivals to South Africa come from five neighbouring states, and that we enjoy dominant share in these markets, the strategy for SADC is principally a ‘defend strategy’ (i.e. retain existing tourists and extract additional value from them). Outside of SADC, however, there is scope to attract smaller high-end leisure volumes which in the long term provide opportunities for growth, especially from East and West Africa.
For countries outside of Africa, the focus for South Africa is to leverage all the growth drivers – defend current share and aggressively pursue new growth opportunities. The overseas portfolio is focused on countries and markets that are the most attractive from a volume and value perspective, and from which South Africa can get the greatest yield in the short-to medium-term. In these markets our core challenge is to build awareness and positive perceptions of South Africa as a leisure destination, and to ensure that our information and sales strategies are able to follow through by ‘closing the deal’ and that the consumer travels to South Africa.
It is against the different nature of the growth challenges in each of these domains that SA Tourism has invested in-depth market research in order to ensure that our marketing efforts are focused on the highest-yield consumer segments (who are interested and positive about our country), and against the drivers of growth that are appropriate in each chosen market. To date, SA Tourism has segmented most focus markets.
Global Channel Manager
Arrivals to South Africa for 2009 grew by 0.8% over the same period in 2008 to reach 4,014,065. This slow growth was largely driven by a decline of 11.7% in Overseas markets.
Central & South America
Indian Ocean Islands
Note : Arrivals figures shown above for May 2009
Source: Table A May 2009
Arrivals increased by 0.8% in 2009 compared to 2008. This increase was driven by an increase in Africa Land, while all other markets decreased.
Arrivals to South Africa by Region, January to May
Source: Table A May 2009
Australia saw approximately 2,281,600 arrivals from January to May 2009 compared to South Africa’s 4,014,065 arrivals. Australia saw a slight decline while South Africa recovered slightly.
Source: Visitor arrivals, ABS; Table A May 2009
It’s our unique combinations of People, Place, Culture, diversity and ubuntu that makes South Africa so different – so breakthrough – so Possible
Mile wide. Mile deep
Real wild to pampering
Diverse Flora + Fauna
Trans frontier Parks
Conservation of biological
+ cultural diversity
Local culture, flora + fauna
are main attractions
New ways to live
Fresh/ Young/Winning Spirit
Can Do Ness/Creativity
Strength in Diversity
Colorful + Fun
Cross cultural (old + new)
South Africa’s Humanity
Soul of Africa
“So much to do! So much to tell. I felt there was the broadest range of experiences available to me, I have the freedom to choose for myself how, what and when I will partake from the widest variety of inspiring new and different ways”
“It’s the people that make the holiday, if they support me, engage me and show me their world”
“I desire an experience that I can own, something that allows me to grow as person, opens something in me and makes me feel bigger”
“WOW, unbelievable, beyond spectacular”
"Its all about breaking my routine, experiencing something out of the ordinary - Out of My World”
ADVENTURE + FUN
“ I seek to be moved by something interesting about a country and its people, less from the "touristy" sites and monuments but more from enjoying the local culture and contemporary lifestyle“
CUSTOMS + LIFESTYLES
“Being in the natural world is so refreshing, I felt connected. In some placesthey have ensured that it is unspoilt, untouched, unadulterated“
NATURE + WILDLIFE
Consumer Target Segment #1
Target Segment #2Overview of the SAT Brand Strategy – Brand Audiences
SAT has conducted extensive research with target audiences aimed at:
Centre of Gravity Rationale
- COG allows us to connect effectively with multiple stakeholders.
- Focal point renders the brand more inspirational to audiences and more attractive.
Well travelled, worldly
Travellers not tourists
Travel is a state of mind
Essential part of life
Travel to expand knowledge, to evolve
High quality interesting experiences
Maintain control over decisions, travel and own destiny
“I see myself as a traveller; an explorer who wants the excitement of new and different experiences, but on my terms. Continually exploring through travel lets me expand my world.”
The mark of great travellers are the stories they bring home.
Come and Create Your South African Story.
Resonance with Essence
Breaking New Ground
South Africa – “It’s Possible”
“Though the Camera’s Lens”
Authentic, breakthrough South African experiences.
“My South Africa.”
Consumers upload & create their own gallery of experiences,images & videos – “My SA experience page” with an itinerary function
“Stories from SA sports Icons.”
Positioning SA as an event and leisure destination.
Come and Create
Your South African
“South African Odyssey’s/Journeys.”
Creating and winning the ideal SA story-journey.
“Leverage 2010 FIFA World
SA Performs Poorly
Value for Money
Safety & Security
Why is our WOM so important in our Marketing Strategy?
Safety & Security and Value for Money show the highest improvement after visitation
Not having visited South Africa
After visiting South Africa
A Wide Variety of Experiences
A Wide Variety of Experiences
A Natural Wildlife Experience
Friendly / Welcoming People
History and Culture
Friendly / Welcoming People (+19%)
History and Culture
Value for Money
Safety & Security
Source: SAT Brand Tracking Surveys – Feb-2005, Nov-2005, Nov-2006, Feb-2007, Monitor Group Analysis
Regional Director Africa & Domestic
Domestic travel is important due to the following reasons:
Main objectives of domestic travel are:
1. Greater promotion of the Domestic Tourism Brand
Create a holiday Culture amongst all South Africans through making travelling “sexy”
2. Promote a set of experiences that relate to South African Consumers
Highlight experiences that are relevant to the chosen segment
3. Distribute appropriate information in specific areas
Tourism product and experiences to be available through traditional and non traditional media
4. Facilitate the development of co-operative product information
Work with Provincial Tourism Authorities to package products that will convert interest into action
5. Develop marketing and distribution channel
Greater marketing of product through traditional and non=traditional media
6. Promote repeat visitation
Customer relationship Management to encourage repeat visitation
Young and Upcoming are emerging travelers who have a lifetime value in helping us create a culture of holiday travel in SA. It is a large segment (5,1m). They do currently travel, even though holiday travel is limited, so it is easier to activate and there’s opportunity to grow
Build SA as a leisure destination among South Africans
No culture of holiday travel lack of knowledge of SA as a leisure destination
To credibly communicate the benefits of travel and the fact that it is accessible and affordable, in a way that creates an emotional connection with the South African consumer and ultimately gets them to travel
Fun with Friends (Sho’t Left)
Optimal Communication Channel
TV, Print, Radio, Digital
The Domestic Market is important - and will become more so in future
The South African
population travel within the country …
… generating huge volumes …
… and significant value
BUT, the market is still emerging …
There is opportunity to grow holiday travel which accounts for 16% of volume and 39% of revenue
Where the Volume is
Where the Value is
Holiday travel is the future
South Africa as a Business Tourism Destination: Presentation to the Portfolio Committee
Sept. 08, 2009
Association / NGO and Academic
Our marketing efforts are focused on the following segments in order of priority
Target Segment 1: Associations
Target Segment 2: Inter-Governmental Meetings (IGOs)
Target Segment 3: Corporate Meetings & Incentives
SAT acquired Meetings Africa the end of 2007, in order to accelerate growth of Business Tourism in SA.
Its primary objective is to promote South Africa as a premier business tourism destination to the inbound market.
Meetings Africa is supported by Gauteng Tourism Authority, Johannesburg Tourism Company and Sandton Convention Centre
It targets Local corporates & Govt Departments events/meeting organisers and their agencies, International Meetings Buyers - (Associations, IGO’s, corporate and Incentive houses)
It allows the visitor (domestic /international) to gain maximum value on how they can be assisted by the meetings industry to plan, execute and deliver exceptional and unique meetings, conferences and events
Meetings Africa has an international hosted buyers programme partly sponsored by the DTI EMIA mission fund, where over 100 meetings buyers are invited to attend Meetings Africa.
Networking opportunities via various events and educational seminars – open to exhibitors and buyers
Runs over 2.5 days, end Feb annually,24 – 26 February 2010, at Sandton Convention Centre
Meetings Africa as a lever to grow Business Tourism into SA