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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 .

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The success of delivering the mandate of tourism lies in different areas – together they form the Tourism Growth Strategy



8. Safety and Security, Department of Health, Department of Transport


Skills & Service Levels

Product and


1. Tourism Enterprise Programme with DEAT

6. Theta and DEAT

Tourism Growth Strategy


Marketing & Branding

5. Department of Transport (land and air)


and Investment

2. South African Tourism



4. The dti

3. Tourism Grading Council, Register of Guides (DEAT and provinces)

mandate and key strategic objectives is the vision for tourism

Understand the market

Choose the attractive segments

Market the Destination

Facilitate the removal of obstacles

Facilitate the product platform

Monitor and learn from tourist experience

Mandate 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

Promote transformation

. . . by acting in a focused way to . . .

SA Tourism is responsible for branding and creating awareness - tourism service providers are responsible for the experience delivery

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


Source: Monitor Group

portfolio review 2008 2010
Portfolio Review 2008-2010

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.

SA Tourism portfolio 2008 – 2010: The domestic market is a core market that forms the base on which the tourism growth is built


Country Manager

Portfolio Manager

Stakeholder Manager

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.

May 2009


  • 543,364 arrivals
  • 12.9% down from 2008

North America

  • 118,966 arrivals
  • 12.4% down from 2008

Middle East

  • 16,962 arrivals
  • 8.5% down from 2008


  • 83,436 arrivals
  • 6.7% down from 2008

Central & South America

  • 24,721 arrivals
  • 4.2% down from 2008


  • 43,354 arrivals
  • 8.0% down from 2008


  • 3,145,695 arrivals
  • 4.6% up from 2008

Indian Ocean Islands

  • 7,893 arrivals
  • 0.2% down from 2008

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.


YTD growth

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

Cultural &


Natural &








Unique combinations




Mile wide. Mile deep

Real wild to pampering

Diverse Flora + Fauna

Diverse Icons


World Class


Trans frontier Parks

Urban Vibe

Pampering/Affordable Luxury

Eco Tourism

Conservation of biological

+ cultural diversity

Local culture, flora + fauna

are main attractions

New ways to live






Close encounters/

Community Tourism

Boundary Breakers

Fresh/ Young/Winning Spirit

Can Do Ness/Creativity






Strength in Diversity

Rainbow Nation

Colorful + Fun

Risk taking



Many Languages,


Cultural Fusion

Cross cultural (old + new)

Cultural Richness

New Perspectives

Progressive Culture

Africa’s Call/Beat


African Renaissance

Cultural Fusion


South Africa’s Humanity


Soul of Africa



Our vision = your ideal holiday

“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”


“ 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“


“Being in the natural world is so refreshing, I felt connected. In some placesthey have ensured that it is unspoilt, untouched, unadulterated“





overview of the sat brand strategy brand audiences



Trade Partners


Consumer Target Segment #1


Target Segment #2

Overview of the SAT Brand Strategy – Brand Audiences

SAT has conducted extensive research with target audiences aimed at:

  • Identifying key attractions/experiences.
  • Identifying segments with the most traction for our brand.
  • Discovering the insights that motivate behaviors and experiences in those individuals.
  • Finding common ground between segments to develop a center of gravity for marketing – a focal point for the brand.

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.

Centre of


overview of the sat brand strategy brand audiences16
Overview of the SAT Brand Strategy – Brand Audiences



Well travelled, worldly


Travellers not tourists

Travel is a state of mind

Essential part of life

Global citizens

Travel to expand knowledge, to evolve

Intimate engagement

High quality interesting experiences

Maintain control over decisions, travel and own destiny




Consumer Insight

“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.”

Creative Insight

The mark of great travellers are the stories they bring home.

Big Idea

Come and Create Your South African Story.

Resonance with Essence

Breaking New Ground

Positioning Statement

South Africa – “It’s Possible”

driving our creative idea with our global media partners
Driving our creative idea with our Global Media Partners


“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 Well


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

Nature Wildlife


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



September 2009

Phumi Dhlomo

Regional Director Africa & Domestic


Domestic travel is important due to the following reasons:

  • Provides significant value to the South African Economy
  • Has untapped value and potential fro growth
  • Provides the base load for International markets

Main objectives of domestic travel are:

  • Increase expenditure through promoting more leisure trips and encouraging travelers to increase length of stay
  • Reduce seasonality by promoting all year round travel
  • Improve the geographic spread of tourism by encouraging more destinations and activities
  • Increase volume
strategy for domestic tourism
Strategy for Domestic Tourism

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

background on sho t left
Background on Sho’t Left
  • Sho’t left was launched 6 years ago
  • The programme’s main objective is to promote domestic travel
  • Sho’t left has its origins in instructions given by passengers to taxi drivers, but is now used universally for ‘quick stop’.
  • The business planning process reveled that it is important to refocus the programme starting with redefining the target audience

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

domestic travel programme strategic direction
Domestic Travel programme – strategic direction

Campaign Objective

Build SA as a leisure destination among South Africans

Key Barriers

No culture of holiday travel lack of knowledge of SA as a leisure destination

Strategic Approach

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

Big Idea

Fun with Friends (Sho’t Left)

Optimal Communication Channel

TV, Print, Radio, Digital


Domestic Tourism MarketExecutive Summary (1/2)

The Domestic Market is important - and will become more so in future

The South African

population travel within the country …

  • 46.5% of South Africans undertake travel each year
  • On average, domestic travellers take 2.4 trips per year

… generating huge volumes …

  • Domestic travelers generated a total of 33 million trips in 2008, compared to 9.6 million generated by foreign arrivals

… and significant value

  • In 2008, domestic tourists spent R 25.8 billion, compared to a total direct spend of R 74.2 billion spent by foreign tourists

BUT, the market is still emerging …


Domestic Tourism MarketExecutive Summary (2/2)

There is opportunity to grow holiday travel which accounts for 16% of volume and 39% of revenue

Where the Volume is

  • 30% of all trips originate from Gauteng, 26% originates from KZN
  • The highest rates of holiday travel incidence are found in the Western Cape (25% of adults) and North West (44% of adults)

Where the Value is

  • 27% of the domestic tourism spend comes from Gauteng
  • The highest spenders per trip are from the North West and Gauteng

Holiday travel is the future

  • Holidays made up only 5.2 million trips in 2008 (16%), BUT
  • Contribute 39% to the total domestic tourism spend (an average of R 1,916 per trip compared to R 488 for VFR), …
  • Have a high average length-of-stay (5.1 nights compared to 4.2 for VFR)

South Africa as a Business Tourism Destination: Presentation to the Portfolio Committee

Nomasonto Ndlovu

Sept. 08, 2009

introduction to business tourism
Introduction to Business Tourism
  • Business Tourism refers to a trip which is undertaken with the purpose of attending a conference, meeting, exhibition, event or as part of an incentive trip, SAT focuses on attracting international market.
  • Globally, the traditional Business Tourism markets are large and attractive – market size estimated at over US$100bn.
  • For SA, Business Tourism currently contributes about 7% to total foreign arrivals (2008) which is about 600 000 tourists, an increase of 20% from 2007.
  • In terms of spend, average direct spend in SA for every business tourist per trip amounted to R5,600 in 2008 vs R4,700 in 2007
  • Africa as a continent currently captures a small proportion of the international conferences held annually at between 3-5% market share, however SA accounts for 43% of the meetings held in Africa.
  • The market can be divided into 3 segments: Associations/Academic Meetings, Inter-Governmental Meetings and Corporate Conferences
  • SAT’s role is to work with international organisations to encourage them to choose SA as their next destination for their international meeting, by providing them with relevant information and providing support during the bidding process
  • SAT has acquired Meetings Africa as a platform to grow business tourism into SA and to grow the sector.
the meetings market can be divided into 3 segments
The meetings market can be divided into 3 segments



  • Meetings of representatives of governments and government institutions
  • Usually within multi-lateral or regional organisations / institutions, to negotiate relationships, set regional policy on key issues or set regional investment agendas
  • IGO meetings can be segmented into regional, international and large international meetings

Corporate Meetings

  • Business-related meetings of private companies, sometimes including customers, suppliers and other external role-players
  • Sometimes include other corporate events such as exhibitions and product launches

Association / NGO and Academic


  • Meetings of professional associations, industry associations, non-governmental organisations and academic groups
  • Exchange information, network with other professionals
  • Learn and develop their subject areas
  • Association meetings can be separated into Small, Medium and Large categories

Our marketing efforts are focused on the following segments in order of priority

Target Segment 1: Associations

  • Global and Regional Associations with significant engagement with South Africa
  • Global and Regional Associations with South African senior representation

Target Segment 2: Inter-Governmental Meetings (IGOs)

  • Meetings of representatives of governments and government institutions
  • Usually within multi-lateral or regional organisations / institutions, to negotiate relationships, set regional policy on key issues or set regional investment agendas
  • IGO meetings have been segmented into regional, international and large international meetings

Target Segment 3: Corporate Meetings & Incentives

  • South African Companies doing business internationally
  • International Companies with significant investment in South Africa
  • Incentive Houses that have previously sent groups to South Africa
  • Incentive Houses that have highest market share of Business Tourism market globally and regionally
Meetings Africa - previously known as the Business Travel Expo - ICT Incentives, Conferences & Travel and was launched in 2003, the name was changed to Meetings Africa in 2005

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