Presentation to the Portfolio Committee: Domestic Tourism in South Africa

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Presentation to the Portfolio Committee Domestic
Tourism in South Africa
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Promote transformation
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South African Tourisms core business is
marketing South Africa as a preferred
international tourist destination, but this does
not occur in a vacuum
Domestic Tourism
International Tourism Strategy

Domestic Tourism Base-load
Products
Customers
Investment ProductDevelopment
- Who?
- Where?
Marketing
Who do we organise against to win, and how?
- What?
- When?
- How?
Access - Visas - Flights - Channels
Channels
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Domestic Tourism and the African Market are the
bed-rock of the sector
Split of SAs International Tourists by Long-Haul
and Short-Haul (2001)
Split of SAs International and Domestic Tourists
(2001)
1.70 million
5.79 million
Long-Haul (Overseas and North Africa) 29
Domestic 63
International 37
Short-Haul (SADC, Central East Africa) 71
4.09 million
9.86 million
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The Domestic Traveller
Informed by Friends or family (42) Radio
(12) Television (9) Newspaper (7)
How did I travel to my destination? Taxi
(43) Car (21) Length stay 6.2 nights Spend in
SA 216 R/day
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)
Mainly female (54) visitors between 25-44 years
(45) with income of less than R 750/ month per
household (33)
What attractions did I visit? Durban/Westville/Blu
ff (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)
Source SAT Departure Survey 1998-2000, Monitor
Analysis
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Domestic Trips in South Africa34 million trips
per annum

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Tourism activities that dominate SA tourisms
product portfolio are
Sun and Sand
Culture
Entertainment
Health
Ecotourism

• Progressive, educational travel which conserves
  the environment and benefits local communities
• Scenic beauty, nature / wildlife reserves,
  botanical gardens

• Beach activities

• Medical treatments, health operations
• Spa waters, springs

• Dining, night life, visiting a casino, live
  shows, dancing

• Visiting social, cultural, political and
  historical attractions

Sports
Adventure
Shopping
Religious
MICE

• Meetings, incentives, conferences and events

Trade

• Religious gatherings

• Shopping in malls

• Wilderness and challenging environment
• Scuba diving, skydiving

• Taking part in a sports event or being a spectator

• Meeting with suppliers / customers

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The Main activities are entertainment and shopping
(Million R)
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(No Transcript)
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Major Attractions in each province
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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
Share of Nights Spent by Province (2000)

• Unlock the value of domestic and African markets

• The flow of funds
• BE and equity
• Job creation
• Opportunities for PDIs
• Participation benefit for all South Africans

Other 21.3
KZN 16.4
Arrivals to South Africa (1998-2001)
Gauteng 24.3
Western Cape 38.0

• 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 SMMEs in the industry

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The Welcome Campaign has been launched to address
some of these issues

• 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

Objectives
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The link between domestic tourism campaigns and
international tourism development in SA critical
Consumers as tourists in South Africa are demand
drivers
South Africans deliver and enhance the tourism
experience
Drive up the demand standard Build capacity and
capability
Understand the value
Be a tourist in your own country
Welcome tourists Be prepared for tourists
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It is important for South Africa to have a well
developed Domestic Tourism market. DEAT
SATourisms role, going forward, is to
Campaigns to stimulate South Africans to travel
more

• Welcome campaign
• Tourism Month campaign
• Tourism is everyone's business-play your part

DEAT Policy driver - enabler

• 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

Conduct domestic tourism research
Develop market intelligence with provinces and
help to facilitate implementation

• Identify marketing opportunities for each
  province through segmentation
• Identify consumer needs in terms of product
  development
• Develop ways to mobilise the industry to support
  SMMEs and transformation
• Poverty alleviation via through tourism related
  projects (DEAT poverty relief study)

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Thank You
Tourism is everyone's business, play your part !