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SRU 15102002
Presentation to the Portfolio Committee: Domestic Tourism in South Africa
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SRU 15102002
Strives to contribute
to …
Sustainable GDP Sustainable GDP growthgrowth
Sustainable GDP Sustainable GDP growthgrowth
Sustainable job Sustainable job creationcreation
Sustainable job Sustainable job creationcreation
Redistribution and Redistribution and transformationtransformation
Redistribution and Redistribution and transformationtransformation
… through delivering
sustained ...
Increases in tourist Increases in tourist volumevolume
Increases in tourist Increases in tourist volumevolume
Increases in tourist Increases in tourist spendspend
Increases in tourist Increases in tourist spendspend
Increased length of Increased length of staystay
Increased length of Increased length of staystay
Improved geographic Improved geographic spreadspread
Improved geographic Improved geographic spreadspread
Improved seasonality Improved seasonality patternspatterns
Improved seasonality Improved seasonality patternspatterns
… by acting in a
focused way to …
Understand the Understand the marketmarket
Understand the Understand the marketmarket
Choose the attractive Choose the attractive segmentssegments
Choose the attractive Choose the attractive segmentssegments
Market the Market the DestinationDestinationMarket the Market the DestinationDestination
Facilitate the removal Facilitate the removal of obstaclesof obstacles
Facilitate the removal Facilitate the removal of obstaclesof obstacles
Facilitate the product Facilitate the product platformplatform
Facilitate the product Facilitate the product platformplatform
Monitor and learn Monitor and learn from tourist from tourist experienceexperience
Monitor and learn Monitor and learn from tourist from tourist experienceexperience
Promote Promote transformationtransformation
Promote Promote transformationtransformation
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SRU 15102002
South African Tourism’s core business is marketing South Africa as a preferred international tourist destination, but this does not occur in a
vacuum…
•
Investment
ProductDevelopment
ProductsProducts
Customers Customers
Domestic TourismDomestic Tourism
Do
mes
tic
To
uri
sm B
ase-
load
International Tourism StrategyInternational Tourism StrategyInternational Tourism StrategyInternational Tourism Strategy
Who do we
organise against
to win, and how?
- Who?
- Where?
- What?
- When?
- How?
Access
- Visas
- Flights
- Channels
MarketingMarketing
ChannelsChannels
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SRU 15102002
Domestic Tourism and the African Market are the bed-rock of the sector
Split of SA’s International Tourists by Long-Haul and
Short-Haul (2001)
1.70 million
4.09 million
Short-Haul(SADC, Central & East Africa)
71%
Long-Haul (Overseas and North Africa)
29%
Split of SA’s International and Domestic Tourists (2001)
5.79 million
9.86 million
Domestic
63%
International
37%
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SRU 15102002
How did I travel to my destination?
Taxi (43%)Car (21%)
Length stay: 6.2 nightsSpend in SA: 216 R/day
How did I travel to my destination?
Taxi (43%)Car (21%)
Length stay: 6.2 nightsSpend in SA: 216 R/day
Informed by:Friends or family (42%)
Radio (12%)Television (9%)
Newspaper (7%)
Informed by:Friends or family (42%)
Radio (12%)Television (9%)
Newspaper (7%)
Where did I go?KZN (19%)
Western Cape (16.2%)Gauteng (15.9%)
Northern Cape (14%)
Where did I go?KZN (19%)
Western Cape (16.2%)Gauteng (15.9%)
Northern Cape (14%)
Where did I stay?With Friends /family (24%)
Own holiday house, flat (29%)Stayed in the house of friends/relatives (23%)
Where did I stay?With Friends /family (24%)
Own holiday house, flat (29%)Stayed in the house of friends/relatives (23%)
What attractions did I visit?Durban/Westville/Bluff (8%)Johannesburg/Plaza (6%)
Cape Town/Claremont (5%)
What attractions did I visit?Durban/Westville/Bluff (8%)Johannesburg/Plaza (6%)
Cape Town/Claremont (5%)
What am I interested in doing? Go to the beach (63%)
Shopping (56%)Visit a historical site (53%)
What am I interested in doing? Go to the beach (63%)
Shopping (56%)Visit a historical site (53%)
Source: SAT Departure Survey 1998-2000, Monitor Analysis
Mainly female (54%) visitors between 25-44 years (45%) with
income of less than R 750/ month per household (33%)
The Domestic Traveller
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SRU 15102002
Domestic Trips in South Africa34 million trips per annum
0
10
20
30
40
50
60
Holiday, Leisure Friends & Relatives Business Health Religious
%
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SRU 15102002
Tourism activities that dominate SA tourism’s product portfolio are:
Progressive, educational travel which conserves the environment and benefits local communities
Scenic beauty, nature / wildlife reserves, botanical gardens
Sun and Sand
Sports Adventure
Culture
Shopping
EntertainmentHealth
Religious
Trade
Ecotourism
MICE
Meetings, incentives, conferences and events
Beach activities
Religious gatherings Shopping in malls Wilderness and challenging environment
Scuba diving, skydiving
Taking part in a sports event or being a spectator
Medical treatments, health operations
Spa waters, springs
Dining, night life, visiting a casino, live shows, dancing
Visiting social, cultural, political and historical attractions
Meeting with suppliers / customers
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SRU 15102002
The Main activities are entertainment and shopping
Market Size
(Million Rand)
Entertainment R 9,912
Shopping R 8,985
Ecotourism R 6,201
Sports R 4,748
Sun and sand R 4,105
Culture R 4,015
Adventure R 3,705
MICE R 2,002
Trade R 1,577
Health R 1,254
Religious R 1,174
R 0 R 5,000 R 10,000 R 15,000 (Million R)
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SRU 15102002
2.80.2
0.9
0.75.5
1
0.8
0.6
0.2
2.9
20.1
0.3
0.30.6
0.3
0.2
1
0.8
0.4
1.3
2.9
1.6
1.7
1.9
1
2.1
0.9
5.5
1.6
0.5
1.1
2.1
6
1.8
1
0.6 0.5
0.7
1.8
0.6
1.7
8.4
1.9
0.9
0.7
3.6
1.3
1.6 4.81
1.10.2
0.4
0.5
6.4
2.6
0.60.5
2.5
Eastern Cape
Northern Cape
Western Cape
North West
Free StateKwaZulu-Natal
Gauteng
N Province
Mpumalanga
DURBAN NORTH
DURBAN SOUTH
DURBAN OUTER WEST
DURBAN CENTRAL
VOLUME
24229 - 100000
100000 - 200000
200000 - 500000
500000 - 1000000
1000000 - 2148000
Layers
Tourism Regions
Provincial boundaries
KM
2001000
Proportion of domestic tourism market visiting each region
All trip types excluding 1 day excursions
Figure 1: South Africa
E
Produced by: GIS Centre:HSRC
Enlargement of Durban Metro
Source: Domestic Tourism Survey, 2001
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SRU 15102002
EC FS GT KZN MP NC NP NW WC
Scenery & beauty Economic Beach/SeaGame Reserves Entertainment Shopping
Major Attractions in each province
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SRU 15102002
There are a number of challenges that face the domestic tourism market in SA. Some of these issues are not only essential for domestic tourism
but for growth of the international market too…
Arrivals to South Africa (1998-2001)
Gauteng24.3%
Western Cape 38.0%
KZN16.4%
Other 21.3%
Share of Nights Spent by Province (2000)
• Economic constraints on local tourists
•We know that LSMs 8-10 already travel locally and internationally,
•The challenge of the Domestic Strategy is to encourage South Africans who may not currently be able to, or who do not believe they are able to, to be tourists in their own country, South Africa
•The involvement of SMME’s in the industry
$
0
100
200
300
400
500
600
700
•The flow of funds
•BE and equity
•Job creation
•Opportunities for PDIs
•Participation & benefit for all South Africans
•Unlock the value of domestic and African markets
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SRU 15102002
The Welcome Campaign has been launched to address some of these issues
Objectives•Get South Africans ready to receive tourists: understand the benefits, their role and the expectations of tourists.
•Encourage South Africans to travel domestically and use South African Tourist products through the “Tourism Month” promotions.
•To facilitate the creation of the appropriate conditions for delivering a high quality, satisfying tourism experience. These conditions are:
•Safety and health
•Clean environment
•High standards and good service
•Information and access
•The message and activities of Welcome must add value to the international campaign
•Welcome talks to international tourists as well as locals
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SRU 15102002
Consumers as tourists in South
Africa are demand drivers
South Africans deliver
and enhance
the tourism experience
Drive up the demand standardBuild capacity and capability
Understand the value
The link between domestic tourism campaigns and international tourism development in SA critical
Be a tourist in your own country
Welcome touristsBe prepared for tourists
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SRU 15102002
It is important for South Africa to have a well developed Domestic Tourism market. DEAT & SATourism’s role, going forward, is to…
Campaigns to stimulate South Africans to travel more
Develop market intelligence with provinces and help to facilitate implementation
Conduct domestic tourism research
•Understand the size of the domestic tourism market
•Calculate the value of the domestic tourism industry
•Understand the industry structure, how employment is created
•2002/3 domestic research project is underway
•Identify marketing opportunities for each province through segmentation
•Identify consumer needs in terms of product development
•Develop ways to mobilise the industry to support SMME’s and transformation
•Poverty alleviation via through tourism related projects (DEAT poverty relief study)
•Welcome campaign
•Tourism Month campaign
•“Tourism is everyone's business-play your part”
DEA
T – P
olic
y d
river -
en
ab
ler
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SRU 15102002
Thank You
Tourism is everyone's business, play your part !