BRIEFING ON DOMESTIC TOURISM GROWTH STRATEGY PORTFOLIO COMMITTEE ON TOURISM 21 August 2015 - PowerPoint PPT Presentation

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BRIEFING ON DOMESTIC TOURISM GROWTH STRATEGY PORTFOLIO COMMITTEE ON TOURISM 21 August 2015

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Title: BRIEFING ON DOMESTIC TOURISM GROWTH STRATEGY PORTFOLIO COMMITTEE ON TOURISM 21 August 2015


1
BRIEFING ON DOMESTIC TOURISM GROWTH STRATEGY
PORTFOLIO COMMITTEE ON TOURISM 21 August 2015
Department of Tourism www.tourism.gov.za
2
PURPOSE
  • To present the Domestic Tourism Strategy, 2012.
  • To provide progress made regarding the
    implementation of the Strategy.

3
WHAT IS DOMESTIC TOURISM PURPOSE OF TRAVEL
  • Activities of a visitor within country of
    residence as part of domestic tourism trip and
    outbound (UNWTO).
  • Travel by a resident outside his/her usual
    environment (40 km), and not more than once a
    week (StatsSA).
  • Related purposes include Visiting Friends and
    Relatives (VFR), Religious, Business, Holiday and
    Medical.

4
THE MEASUREMENT OF DOMESTIC TOURISM
CHARACTERISTIC SAT STATS SA
Sample 15 594 (About 1 300 monthly) Approximately 32 000 households
Scope Persons 18 years and above Respondent that have undertaken trip/s All persons in the household (All ages) Respondent can answer for members of the household
Measurement variables and data analysis Analysis is based on all trips Day and overnight trips and travellers (other variables e.g. spend) Analysis is based on most recent person trips for certain variables (e.g. spend) Daytrips and overnight trips.
Recall period One month Three months.
Reporting First integrated survey report in June 2018 for the 2017 reference period. First integrated survey report in June 2018 for the 2017 reference period.
5
DOMESTIC TOURISM GROWTH STRATEGY
6
WHY DOMESTIC TOURISM
  • Assists in maintaining travel and tourism during
    difficult times globally (sustainability)
    maintains the jobs
  • It stabilises the cyclical and seasonal flows of
    inbound tourism
  • Provides an indirect way of building a product
    base for international tourism and
  • Creates a tourism culture in the country
    (critical for the success of all forms of
    tourism).

7
PROBLEM STATEMENT DOMESTIC TOURISM GROWTH
  • Domestic trips have been on the decline since
    2009 until 2013.
  • Domestic travellers have also been on the decline
    for the same period with the exception of 2011.
  • Decline in contribution of domestic tourism to
    internal tourism expenditure (58.9 in 2011 to
    57 in 2013) - TSA
  • The top five reasons for not travelling remain
    the following Affordability, no reason to
    travel, time constraints, no income/unemployed
    and dislike travelling.
  • Lack of culture of travel amongst SA especially
    the previously disadvantaged, due to limited
    marketing and limited product development and
    diversification (considering geographic spread,
    and seasonality of the broader domestic market).

8
PROBLEM STATEMENT CONT
  • Shot 'left campaign too narrow focus on young
    and upcoming segment
  • Limited resources dedicated to tourism
  • More focus on marketing than other elements such
    as limited capacity and access
  • Limited domestic tourism research .
  • Underutilization of some existing products.
  • Limited tourism capacity at local government
    level
  • Investments not linked to demand
  • Limited domestic packaging
  • Inadequate attention paid to the issue of
    affordability

.
9
ENVIRONMENTAL SCAN factors of influence
10
ENVIRONMENTAL SCAN factors of influence
11
NTSS AND DOMESTIC TOURISM
VISION To be a top 20 tourism destination in the
world by 2020
CLUSTER 2 Tourism Growth Development 2.1
Demand 2.2 Supply
CLUSTER 3 People Development
CLUSTER 4 Enablers of Growth
CLUSTER 1 Policy, Strategy, Regulations,
Governance, and Monitoring Evaluation
ii) Domestic Tourism (2.1 Demand) Lack of travel
culture. Limited marketing, product suitability,
distribution channels, information access,
etc. Market segments product availability
ascertainment. Response Domestic Tourism Growth
Strategy
12
DOMESTIC TOURISM GROWTH STRATEGY OVERVIEW
  • VISION
  • Growing Domestic Tourism for a Sustainable
    Tourism Economy
  • MISSION
  • Promote domestic tourism growth based on a
    culture of travel innovation stakeholder
    participation offering authentic, affordable
    experiences and packages which meet the needs of
    all potential local travellers.
  • VALUES
  • Respect for culture and heritage Responsible
    tourism Service excellence Embrace sector
    transformation Accountability Transparency and
    Integrity.

13
STRATEGIC OBJECTIVES
  1. Increase domestic tourism revenue.
  2. Increase domestic tourism volumes.
  3. Improve measures and efforts aimed at addressing
    seasonality and equitable geographical spread.
  4. Enhance the level of the culture of travel and
    tourism among South Africans.

14
Strategy Objectives and Indicators
Strategic Objectives Strategic Objectives Baseline 2015 Target 2020 Target
1) TO INCREASE DOMESTIC TOURISM REVENUE GDP holiday travellers Number of adult travellers domestic trips 1) TO INCREASE DOMESTIC TOURISM REVENUE GDP holiday travellers Number of adult travellers domestic trips 55 (TSA, 2009) 4 million (2009, SAT) 14,6 million 30.3 Mn GDP by 55 6 million 16 million 40 Mn GDP by 60 9 million 18 million 54 Mn
2) TO ENHANCE DOMESTIC BUSINESS TOURISM 2) TO ENHANCE DOMESTIC BUSINESS TOURISM 5.3 (2009,SAT) 10 (proposal) 15 (proposal)
3) TO ENHANCE MEASURES AND EFFORTS ON SEASONALITY AND GEOGRAPHICAL SPREAD 3) TO ENHANCE MEASURES AND EFFORTS ON SEASONALITY AND GEOGRAPHICAL SPREAD 3) TO ENHANCE MEASURES AND EFFORTS ON SEASONALITY AND GEOGRAPHICAL SPREAD 3) TO ENHANCE MEASURES AND EFFORTS ON SEASONALITY AND GEOGRAPHICAL SPREAD 3) TO ENHANCE MEASURES AND EFFORTS ON SEASONALITY AND GEOGRAPHICAL SPREAD
seasonality index bed night spent low season months 1.13 5.3 1.13 5.3 1 7.1 0,5 10
geographical spread total domestic bed nights 128.4 Mn 128.4 Mn 20 34
4) TO ENHANCE THE CULTURE OF TOURISM increased levels of awareness increased levels of community participation enhance social tourism programmes No baseline No baseline N/A 14
15
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16
KEY ACTIONS TARGETS
17
KEY ACTIONS TARGETS
18
DOMESTIC TOURISM MARKET SEGMENTATION
  • Segment 1 Spontaneous budget explorers
  • Segment 2 New horizon family
  • Segment 3 High Life enthusiast
  • Segment 4 Seasoned leisure seeker
  • Segment 5 Well to do Mzanzi family
  • UP study confirmed adequate product for five
    identified segments.

19
IMPLEMENTATION
increase revenue
Focus Area Outcome Actions/Activities Progress
Innovation of attractions, operations and offerings Increased effective use of tourism facilities Ensure adequate supply of products and services per market segment Infrastructure investment In 2014 2015 the department in partnership with the management authorities of the World Heritage Sites rolled out the implementation of Tourism Interpretive Signage. The project continues in 2015 2016.
Maximize utilization of existing products and introduce new products Full use of tourism facilities and introduce new products where there is potential Develop and implement programme for existing and new tourism products targeting domestic tourists Identification of pilot sites for the budget resort concept. Funding of community based hospitality products through the SRI programme.
20
IMPLEMENTATION ..increase revenue
Focus Area Outcome Actions/Activities Progress
Increase in business travel Increase in business tourism Implement the National Bureau Strategic Plan NCB established SAT
Entrenching a culture of travel Increase in the culture of travel for tourism purposes Establish quotas, encourage concessions and incentives Dedicated resources ring fenced to enhance marketing efforts through SAT
Entrenching a culture of travel Increase in the culture of travel for tourism purposes Improve performance of tourist information centres Visitor Information Center brand roll-out to SRI/2010 developed and piloted2013/14
Entrenching a culture of travel Increase in the culture of travel for tourism purposes Improve dissemination and awareness of tourism information Tourism Month campaign implemented annually.
21
IMPLEMENTATION increase volume
Focus Area Outcome Actions/Activities Progress
Differentiated packaging of affordable tourism products Increased number of domestic tourism trips Investigation into the development and packaging of affordable domestic products for local consumers Differentiation is tapping into new domestic travel groups such as Gogos on tour, Stokvels, etc
22
IMPLEMENTATION address seasonality and
geographic spread
Focus Area Outcome Actions/Activities Progress
Maximise use (all year round) of existing tourism assets/facilities Optimal use of existing facilities Audit of products The audit is complete, the plan to pilot the feasibility study recommendations currently in place.
Maximise use (all year round) of existing tourism assets/facilities Optimal use of existing facilities Create special activities for less visited areas and low season The audit is complete, the plan to pilot the feasibility study recommendations currently in place.
23
IMPLEMENTATION travel affinity to travel amongst
south Africans
Focus Area Outcome Actions/Activities Progress
Develop and implement tourism awareness education programmes Increase understanding of tourism and appreciation of the value of tourism Promote values and attitudes that are part of the culture of tourism The Domestic Tourism Radio campaign proposal was developed and rolled out
Enhance training of tourism product owners, employees and neighbouring communities Increase understanding of tourism and appreciation of the value of tourism Promote values and attitudes that are part of the culture of tourism NDT has developed and piloted the Service Excellence campaign and currently rolling out programme to new sites
24
KEY SUCCESS FACTORS
  • Strong partnerships and collaborative initiatives
    (Public and Private)
  • Effective packaging to ensure competitive
    pricing, access to information, ease of purchase,
    quality travel experiences in line with target
    market needs.
  • Affordable, safe and convenient access -
    transport modes
  • Increased access to affordable tourism facilities
    by more South African
  • Awareness - Domestic tourism campaigns rollout.
  • Focused research on areas with high potential.
  • Recognise the role of platforms such as travel
    agents, banks, websites, retailers, mobile
    phones, etc.
  • More collaboration for collection and sharing of
    information for statistical purposes.
  • Ensure that there is a monitoring, evaluation and
    reporting mechanism in place

25
RECOMMENDATION
  • It is recommended that the Portfolio Committee
  • Notes the briefing on the Domestic Tourism Growth
    Strategy, and
  • Notes progress made regarding the implementation
    of the Domestic Tourism Growth Strategy Plan.

26
Thank You
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