Development of a Framework for Provincial Tourism StatisticsPresentation to Provincial Tourism Coordinating Committee (PTCC)

27 October 2015

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Phase 1: Compile Secondary Data

Eastern Cape Tourism

Phase 2: Framework for

Tourism Statistics Collection and Primary Data

Phase 3: Packaging and Reporting

WE ARE HERE

Orientation

The objectives of the study

 To develop a framework for the collection and collation of tourism data at provincial, district and destination level.

To promote and improve the quality and quantity of tourism data information within the province to inform planning and decision making at regional level.

To standardise collection of tourism data and reporting.

To improve and promote monitoring of tourism sector performance.

To promote alignment and consistency in reporting on tourism research with the NTSS, Provincial Strategy and SAT Statistics.

To provide baseline information in areas where this is lacking.

To provide training to DEDEAT/ECPTA tourism and research staff to raise capacity for maintenance and improvement of the reporting framework.

Elements of the Study

Case study analysis and benchmarking

Spreadsheet framework

Training

Tourism Research Management Framework

Municipal and Stakeholder consultation

Why tourism research is different to other sector research

1. Tourism customers don’t buy a good

2. There is no single purchase decision a) a trip, domestic or international, daytrip or overnight

is not normally one purchase decision.

3. The tourism industry includes may related industries and sales in other sectors: catering, trade, agriculture, business services, finance etc.

4. Its an intangible object

Tourism Stats in the News

Retrenchments a possibility – FEDHSA- Tourism Update

1 Oct 2015

Case Study

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INTERVIEWS CONDUCTED WITH NATIONAL ENTITIES

STATISTICS SOUTH AFRICA

Tourism Satellite Accounts Unit

Domestic Tourism Survey Unit

SOUTH AFRICAN TOURISM (SAT)

NATIONAL TOURISM RESEARCH & KNOWLEDGE MANAGEMENT (NTR&KM)

COMMITTEE

NATIONAL DEPARTMENT OF TOURISM

SANParks

Tourism Marketing Research Unit

INTERVIEWS CONDUCTED WITH PROVINCIAL RESEARCH ENTITIES

KWAZULU-NATAL

Tourism KwaZulu-Natal

EThekwini Tourism

GAUTENGGauteng Tourism

Authority

WESTERN-CAPEWesgro

Research Unit

LIMPOPO Limpopo Tourism

Agency

MPUMALANGAMpumalanga Tourism and

Parks Agency

NORTH-WEST PROVINCE

North West Parks and Tourism

Board

FREE-STATEDepartment of

Economic Development, Tourism and

Environmental Affairs

NORTHERN CAPENorthern Cape Department of

Economic Development and Tourism

Findings

• Some provinces are more advanced with research and

reporting than others- this correlates to the level of

importance province has as a domestic or international

destination

• Part from three leading provinces in research, the majority

of provinces are in the same situation as the EC

• Lack resources, capacity and know how

• Data is national and often not relevant at provincial level

• No sub-regional data

• Don’t subscribe to data publications

• All provinces required to report on tourism indicators to NDT

• Yet data is all nationally collected

• NDT has not considered developing a framework for

provinces to collect research.

Case Study Recommendations

Research is expensive –R5 million p.a.

Need time to develop and phase in various elements

Annual planner is crucial – every year at the same time events happen need to be ready for them

Benchmark your department

Clear distinction between agency and the Department research activities

Build good relationships with stakeholders- ACSA, Road agency, Convention Bureau and the LTOS

Annual updating on databases, baseline data collection

Employ staff with the right attitude, qualifications and background

Know the reason for research

Utilise National tourism research and knowledge management forum

Presentation of findings is important

Use of regional municipalities

Eastern Cape Profile

Click icon to add pictureFigure 12: Bednights- Eastern Cape 2005-2013

Domestic Travel 2012 2013 GrowthTotal Domestic Trips 25.4 million 25.2 millionDomestic Travel Incidence- Annually

40% 35%

Average number of trips by a South African Adult

2.0 2.1

Trips by Purpose   VFR: 70%Holiday: 11%Business: 8%

Total Direct Domestic Spend R21,8 billion

R24,3 billion 12%

Source: SAT,2013

Table 19: Domestic Tourism Statistics

Eastern Cape Profile

Accessed available Eastern Cape data StatsSA SAT SANParks ACSA Port Authority

Analysed the data limitations, frequency, reliability etc. of each source

Analysed the EC data to draw tourism profile for the province

Interviewed DMs, LTOs and Metros’ and ECPTA on their tourism research activities.

Data Sources

SAT•SAT Departure Survey•Results in Annual / quarterly / monthly reports•Domestic Survey•Only available till 2018

StatsSA•Domestic Survey•Migration Study•Dept of Home Affairs immigration

•Accommodation survey•National Tourism Satellite Accounts

Other•Provincial Agency•Supply database•TGCSA•Graded accommodation

•ACSA•Airport arrivals•STR•Hotel occupancy•Forward Keys•Arrivals source markets•Attraction Visitor Numbers

Limitations of Surveys

SA Tourism’s Departure Survey is weighted using the data published by StatsSA. Should this data be

incorrect, there would be a direct impact on the data released by SAT. Samples are drawn to be representative at a national level. As tourists

only visit on average 2 provinces, reliability of data for other provinces diminishes.

Sample size for EC is based on how many people interviewed visited the EC

Tourism Satellite Account Highly complex and expensive 2 year delay in data analysis

Migration Report Differentiates between: South Africans, foreign travellers, foreign arrivals,

visitors, tourists because the report is not a tourism report – it is a report on migration hence the need for precise differentiation.

Delayed in the past by Dept of Home Affairs Transit visitors are now excluded

StatsSA Domestic Survey Will supersede the SAT Domestic surveys and completely replace it by

2018

Categorising the Data

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Framework for Tourism Data Collection

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Existing situation

There is an gap for standardised data collection methods in South Africa at provincial, district, local and destination level.

There are a few provinces who have mastered collecting data at district, local and destination level those being KwaZulu-Natal, Gauteng and the Western Cape.

Currently provincial, district, local and destination entities are dependent on information received from South African Tourism, StatsSA and the Tourism Satellite Accounts to formulate annual reports and performance indicators.

Existing tourism information systems do not have an overall framework for the collection of tourism information. The focus is on destination demand information and performance measurements.

Findings for a Statistical Framework

The Eastern Cape should establish its own research programme and publish their research on their website as it is the first source of access which planners/stakeholders/tourists have with the Province and information needs to be readily available to them.

Eastern Cape could negotiate a partnership with NDT and StatsSA for increasing sample sizes in the national surveys and expanding methodologies of the surveys to allow for a suitable and consistent level of statistical accuracy at provincial level and for key local destinations.

Eastern Cape implement an effective statistical ‘warehouse’ system for the province where nationally extracted and locally collected data can be stored and retrieved over longer periods, with easy access to stakeholders.

Setting up a regional tourism observatory in collaboration with a local university or private consulting partner as the key unit for operationalising an information system for the Eastern Cape.

Where it is not viable to expand or adapt surveys to ensure validity of regional and/or local findings, statistical modelling and simulation methods should be investigated and applied for extrapolating data to local level.

Consider and expand statistics beyond demand and supply measurement to the other areas such as, measuring environmental, social, cultural and economic sustainability.

An Annual Research Plan is necessary for the Eastern Cape to formulate a programme to guide specific research projects that needs to be undertaken.

Designing a Provincial Tourism Research Management System (TRMS)

Tourism Development Goals

Tourism information and data requirements

• The focus of any research management system is to provide the right information at the right time to facilitate decision making.

• The design of a research management system for the tourism sector of the Eastern Cape should therefore be aimed at addressing the goals and objectives of the Tourism Master Plan.

Economic Output

• Increase in accommodation and catering sub-sector GDP

Domestic Tourism

• Increase share of overnight visitors

• Increase direct spend of domestic visitors (including

overnight and same-day visitors) to the Eastern Cape

• Increase number of holiday trips to the Eastern Cape

Foreign Tourism Arrivals

• Increase share of foreign tourists

Employment

• Increase the number of people employed in the

sector (direct) and maintain current jobs

Investment

• Increase the ECPTA tourism budget allocation

• Increase the provincial government and

municipalities’ tourism budget allocation

• Increase private sector investment in tourism (for new and existing projects)

Geographic Spread

• Increase share of foreign and domestic bednights spent in

lesser visited parts of the province

Rural Urban

• Increase the number of visitors and bednights spent in rural areas of the province

Seasonality

• Increase share of bednights spent in low-season months

Stakeholders

• Number of transfrontier/ trans-boundary programmes

implemented• Tourism institutional framework implemented

Skills Development

• Ensure that national MOU is also implemented in the

Eastern Cape• Regular tourism research processes implemented at all

municipalities in the province

Visitor Experience

• Visitor expectations met in the Eastern Cape (data to be drawn from national rating

system)

Tourism Awareness

• Increase levels of awareness of tourism and its value within the Eastern Cape

• Increase level of community participation in the sector• Increase the number of councillors and officials that have been trained in tourism

Brand/ Marketing Awareness

• Eastern Cape brand awareness in core markets

BEE

• Increase number of companies with BEE

scorecard• Increase number of tourism

companies reaching scorecard targets

• Increase number of black majority-owned companies

in the tourism industry

Responsible Tourism

• Increase number of tourism programmes and projects led

by and benefiting communities

• Increase in number of tourism businesses

incorporating responsible tourism management and

practices in line with responsible tourism

standards

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Goals for Tourism Development

To grow tourism demand

• in the Province within the competitive global and domestic environments. The goal of growing demand leads on to a number of objectives such as improved market segmentation, marketing and branding, the distribution of destination information and increased ease of access by tourists to the tourism service and facilities.

To grow and develop the supply of appropriate quality levels of tourism products and services in the province

• such as tourism infrastructure, accommodation facilities, attractions and activities that aligns to tourism behaviour patterns and related market segments identified. Policy objectives that relate to this goal deals with the spatial distribution of tourism facilities and emerging enterprises.

To improve the efficiency and effectiveness of existing and new tourism value chains

• taking into account the delivery of responsible and accessible tourism facilities and tourism services. Also important to this goal is the development of people skills and capacity.

To establishment a sound institutional framework

• within the Province, improve tourism policy and related legislation environments and to remove hindrances and blockages in the tourism system such as organisational inefficiencies. Other objective that falls within this goal are the transformation of the tourism sector; achieve; rural tourism and emerging tourism enterprise development.

A Tourism Research Framework

Unpacking Tourism Information Indicators

Organising for Implementation –

Provincial responsibility for TRMS

SCENARIO A SCENARIO B SCENARIO C

ECPTA ECPTA & DEDEAT DEDEAT

Existing model in SA to use the DMO for research;

Focus mainly on visitor profiling information

Partnership between ECPTA & DEDEAT

ECPTA can continue to focus on visitor profiling

DEDEAT focuses on performance

DEDEAT responsible for tourism development

Report on performance indicators to NDT

• The focus of any research management system is to provide the right information at the right time to facilitate decision making.

• The design of a research management system for the tourism sector of the Eastern Cape should therefore be aimed at addressing the goals and objectives of the Tourism Master Plan holistically.

Organising for Implementation –

Structuring a Tourism Research Management Unit

The budget estimate for the establishment and operation of an Eastern Cape Tourism Knowledge and Information Unit is estimated to be in the order of R5 to R6 million annually.

Action Plan

Actions Required

• The framework should be taken to a broader NATIONAL AND PROVINCIAL forum for buy-in• A detailed business plan should be development for the Tourism Research Unit• An Annual Research Plan is necessary• Setting up a regional tourism observatory• Implementing an effective statistical ‘warehouse’ system• Starting with a limited number of indicators and adapting and expanding the set of indicators as the project

expands • Statistical modelling and simulation methods should be investigated and applied for extrapolating data to

local level• Consider and expand statistics beyond demand and supply measurement to the other areas such as,

measuring environmental, social, cultural and economic sustainability• Working with NDT and StatsSA in defining suitable statistical sample plans

Recommendations

The Way Forward

Get broad base buy in from National, Provincial and Local levels

Preparation of Business Plan for EC TRMS

The detail planning for and implementation of the Eastern Cape Tourism Knowledge and Information Unit should be undertaken. This also entails the planning and development of the research programmes and the design of the statistical methodologies to the implemented by the Unit.

Questions