(1)(a) (i) and (ii)
Total domestic trips see th link below:
http://pmg-assets.s3-website-eu-west-1.amazonaws.com/RNW321Total_domestic_trip.pdf
Note: Data reported in millions
Source: South African Tourism domestic surveys
Domestic holiday trips see th link below:
http://pmg-assets.s3-website-eu-west-1.amazonaws.com/RNW321Holiday_domestic_trip.pdf
Note: Data reported in millions
Source: South African Tourism domestic surveys
1. (b) Where did the tourist travel each month?
Provincial distribution cannot reliably be reported on at a monthly level. Data is provided at an annual level.
(c) What targets were set in this regard?
Targets on the number of total domestic trips per destination are set on an annual basis not on a Monthly basis
(d) How did the targets set, measure up to actual number of arrivals at domestic travel destinations each month?
Not Applicable. Refer to response (c)
(2) (a) what is being done to ensure the targets that were set are met?
Refer to response 1(c)
(b) How are these targets measured?
Refer to response 1(c)
(3)(a) How is SA tourism marketed
Marketing the South Africa a tourist destination is the responsibility of the Department of Tourism and this responsibility is shared between the department and its implementation entity South African Tourism. The latter devices programmes aimed at marketing the country with the support of the department. In addition, SAT has established stations in almost all the major regions of the world to implement marketing programmes tailored to suit each region and in some instances to suit countries within a region. South African Tourism’s marketing approach is two-pronged focussing on building a unified brand and marketing communications plan and leveraging synergistic partnerships
(i) Countries abroad
South African Tourism has a defined selection of prioritised markets that have been shortlisted for dedicated in-market marketing investments, based on their tourism potential and SA Tourism’s ability to win in these markets.
South African Tourism’s strategy is to market a unified brand in order to improve brand awareness and positivity by building brand appeal among first-time and repeat tourists, through the provision of information that shows South Africa as a value-for-money, safe and secure destination that offers unique and varied experiences.
This is achieved in the following ways:
Marketing campaigns in countries are localised based on the global brand campaign and target the following segments:
Key Business drivers for international tourism marketing are:
(ii) Locally
The Domestic Tourism Marketing Strategy focusses on inspiring the targeted segments of travellers to take more trips by showcasing a variety of affordable, desired experiences in a clear and accessible manner using the Domestic Sho’t Left Campaign. The Campaign is executed through a mix of various channels such as social media, radio and television, out of home marketing as well as a number of various consumer and trade activations and partnerships.
For domestic tourism, target travel groups are identified based on the degree of holiday-taking culture, which can be differentially targeted according to the behaviour that underpins the segment. The focus segments targeted through domestic tourism marketing initiatives are:
SA Tourism also partners with and educates the distribution channel (traditional and non-traditional) to package and promote relevant deals supporting affordable, consumer-desired holiday and business events experiences, to encourage our prioritized segments to book and travel.
(b) What budgets have been allocated in this regard for the next three years
Name of the Programme |
2020/21 |
2021/22 |
2022/23 |
|
|
|
|
||
|
Budget |
Budget |
Budget |
|
(R’000) |
(R’000) |
(R’000) |
||
1 |
Corporate Support |
135 033 |
140 926 |
146 483 |
2 |
Business Enablement |
90 743 |
94 704 |
98 438 |
3 |
Leisure Tourism Marketing |
1 083 397 |
1 130 676 |
1 175 257 |
4 |
Business Events |
135 029 |
140 922 |
146 479 |
5 |
Visitor Experience |
69 494 |
72 526 |
75 386 |
Total |
1 513 696 |
1 579 755 |
1 642 043 |