a) How is the Global Advocacy Campaign tailor-made for each tourism market?
I have been informed by the Department that the Global Advocacy Campaign is being implemented in various countries, by localising messaging for the target audience in each market. In executing the campaign, the country hubs have partnered and worked through various stakeholders in market including trade partners, influencers and other strategic non-tourism-related brand-aligned collaborations.
The strategy of the campaign is three-fold:
b) What has been the impact of various (i) international and (ii) regional campaigns on boosting destination image.
(i) International and (ii) Regional
The global “Live Again” campaign was launched in March 2022 and ran until 31 July 2022. The campaign, activated in two phases, targeted 25 countries across key global digital media platforms as follows:
The campaign resulted in the following:
Reach & awareness |
Engagement & interest |
Interest & Intent |
Conversion |
84 759 694 |
38 207 076
1 337 661
238 553
271 794 |
88 388
27 973
1 450
1 176
2 545 |
3 100 |
The above table demonstrates the following:
c) how has the SA Tourism tracked the impact of the recent killing of the German tourists on :
(i) forward bookings
(ii) cancellations
(iii) travel restrictions to the Republic
d) what steps has she taken to engage the Ministers in the security cluster to curb crime against tourists
The mandate of the Security Cluster is to ensure the safety of all, including tourists.
However, the Department continues to engage relevant Departments and implements various initiatives aimed at ensuring that tourists are safe, through the National Tourism Safety Strategy and the Memorandum of Understanding (MoU) between the Department and the South African Police Service (SAPS).
e) what measures must the Republic put in place to avoid a repeat of the incidents like the recent murder of the German tourist around the Numbi Gate?
It is the mandate of the South African Police Service to deal with all crime.