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SA Tourism
Updated 2013/2014 Annual Performance
Plan
and 5 Year Strategic Plan 23 April 2013
Slide no. 2 © South African Tourism 2012
Contents
• Vision, Mission and Mandate
• Steps of Portfolio Review and Hub Strategy
• Africa Growth Strategy
• Domestic Tourism Strategy
• Strategic Objective Annual Targets, Performance
• Breakdown of Tourism Budget
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 3 © South African Tourism 2012
Vision and Mission• VISION OF SA TOURISM
For South Africa (SA) to be the preferred tourist destination in the world, in order to maximise the economic potential of tourism for our country and its people.
• MISSION OF SA TOURISMTo develop and implement a world-class tourism marketing strategy for SA. In pursuance of this SA Tourism will:
• Implement domestic, regional and international marketing strategies informed by research
• Implement a business events strategy• Implement and maintain a recognisable, credible and globally
benchmarked system of quality assurance• Facilitate strategic alignment of provinces and industry in
support of global marketing of tourism.• Facilitate the removal of identified obstacles to tourism growth. • Ensure the efficient utilisation of resources to deliver the tourism
strategy
Updated SAT 2013/14 APP and 5 Year Strategic Plan
Slide no. 4 © South African Tourism 2012
Values of SA Tourism
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 5 © South African Tourism 2012
SA Tourism’s Mandate set out in the Tourism Act makes it clear that it needs to make choices that will benefit all South Africans
Sustainable GDP Growth
Sustainable GDP Growth
Sustainable job creation
Sustainable job creation
Redistribution and
transformation
Redistribution and
transformationThe mandate to SA Tourism is ...
. . . through six key
objectives . . .
. . . by acting in a
focused way to . . .
Increase in tourist volume
Increase in tourist volume
Increase in tourist spendIncrease in
tourist spendIncrease length
of stayIncrease length
of stay
Improve geographic
spread
Improve geographic
spread
Improve seasonality
patterns
Improve seasonality
patterns
Promote transformation
Promote transformation
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 6 © South African Tourism 2012
Contents
• Vision, Mission and Mandate
• Steps of Portfolio Review and Hub Strategy
• Africa Growth Strategy
• Domestic Tourism Strategy
• Strategic Objective Annual Targets, Performance
• Break down of Tourism Budget
Updated SAT 2013/14 APP and 5YR StratPlan
Slide no. 7 © South African Tourism 2012
How attractive are these markets in the short term and the
long term?
CoreTactical
Investment and Watch-List
markets
2nd filter
Salient set
Steps of the Portfolio Review
Application of cost-benefit evaluation
1st filter
4th filter
*Africa land markets are markets where more than 60% of arrivals to SA arrive by land.
3rd filter
Final portfolio
Exclude Africa and subdivide it into 5
regions
Exclude SADC (Africa Land markets) from
the elimination process (proximity to
SA).
From the remaining countries. Excludes countries with less
than 150k outbound Travel and Population of less than 3 Million
Exclude markets population less than 3 million people OR GDP PPP of less than $11
000
Top markets in terms of outbound volume
and value
The remaining countries including SADC (Africa land
markets) qualify for Africa Salient set of
countries
199
countries
133
24
117
42
40
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 8 © South African Tourism 2012
Key things that have changed in the 5th Portfolio Review.
1. We treat the African continent different from the rest of the world. Subdivide the Africa continent into 5 different regions / hubs Countries with outbound less than 150K per year and a population of 3
Million will be filtered out. The average outbound per annum for African countries is 500K , while population is 7 million. The aim is to include as many countries as we can hence the very low threshold.
SADC (Africa Land Markets) will automatically qualify because of its proximity.
2. For the rest of the world, we will no longer use the $2 000 GDP filter. Instead we will use GDP PPP of $11 000 per annum as a Filter for affordability. Its similar to a Big Mac Index.
3. We plan to use the hub strategy around the world to increase market penetration, the hub approach will also be applied when markets have been filtered through all the other criteria so that we can combine markets in the portfolio based on proximity, language, trade links eg USA and Canada; Japan and Korea; Netherlands and Belgium.
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 9 © South African Tourism 2012
4th Portfolio Review Outcome Implemented effective 01/04/2011 to 30/03/2014
AFRICA AMERICAS & UK
ASIA & AUSTRALASIA
EUROPE
CORE MARKETS AngolaBotswana
Kenya Nigeria
South Africa*
USA AustraliaIndia
FranceGermany
NetherlandsUK*
INVESTMENT MARKETS
DRCMozambique
BrazilCanada
China (including Hong Kong)
Japan
BelgiumItaly
Sweden
TACTICAL MARKETS
LesothoSwaziland
New Zealand Ireland
WATCH-LIST MARKETS
MalawiNamibiaZambia
Zimbabwe
Argentina Republic of Korea AustriaDenmarkPortugal
SpainSwitzerland
STRATEGIC IMPORTANCE
Bahrain, Oman, Qatar, Saudi Arabia
STRATEGIC AIR LINKS/HUBS
Egypt, Ethiopia, Ghana, Mauritius,
Senegal, Tanzania, UAE
MalaysiaSingapore
Cou
ntr
y
Man
ag
er
Reg
ion
al D
irecto
r G
M:
Watc
hlist
Glo
bal
Sta
keh
old
er
Man
ag
er
2011 – 2013/4
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 10 © South African Tourism 2012
5th Portfolio Review Outcome to be Implemented Effective 01/04/2014 – 30/03/2017
Africa AMERICAS ASIA & AUSTRALASIA EUROPE & the UK
CORE MARKETS Angola, Domestic, Kenya, Mozambique,
Nigeria, Tanzania
BrazilUSA
AustraliaChinaIndia
FranceGermany
NetherlandsUK
INVESTMENT MARKETS
Botswana, DRC, Ghana, Lesotho,
Uganda, Zimbabwe
Canada JapanSouth Korea
Italy Russia
TACTICAL MARKETS
NamibiaUAE
Zambia
Singapore Switzerland
WATCH-LIST MARKETS
EthiopiaMalawi
Swaziland
Argentina New Zealand Austria Belgium
Denmark FinlandNorwaySpain
Sweden Turkey
STRATEGIC IMPORTANCE
Egypt, Israel, Morocco, Saudi Arabia, Tunisia,
Malaysia
Cou
ntr
y
Man
ag
er
Reg
ion
al D
irecto
r
Sta
keh
old
er
Man
ag
er
Responsibility
TR
M:
G
lob
al
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 11 © South African Tourism 2012
Proposed Hub Strategy commencing 1 April 2014Objective of the Hub Approach
To link and combine markets of strategic importance as hubs to
realise a greater return on investment.
Factors considered:
a)Combined outbound travel
b)Proximity
c)Airlinks
d)Culture
e)Language
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 12 © South African Tourism 2012
USA (Office) - Hub
Canada
India (Office) – Stand Alone
North AmericasNorth Americas
Asia & Australasia
Asia & Australasia EuropeEurope
Germany (Office) - Hub
Russia **
Brazil (Office) - Hub
*** Argentina
*** Chile
Latin AmericasLatin Americas Central EuropeCentral Europe
IndiaIndia
AustralasiaAustralasia
Australia (Office) - Hub
New Zealand
AmericasAmericas
Norway
Sweden
Denmark
Finland
United Kingdom (Office) - Hub
Ireland
Scotland
Wales
United KingdomUnited
Kingdom
Benelux & Scandinavia
(**)
Benelux & Scandinavia
(**)Netherlands (Office) - Hub
Belgium
China - Office ** - Hub
Hong Kong
Macau ***
Japan
South Korea **
Asia PacificAsia Pacific
Asia Air Link HubAsia Air Link Hub
Proposed Hub Approach for Implementation from 2014 to 2017
Austria
France – Stand Alone
France (Office)France (Office)
Switzerland
Spain
Turkey
Malaysia
Singapore
Kenya (Office) - Hub
Tanzania & Uganda **
*** Ethiopia
East AfricaEast Africa
AfricaAfrica
Nigeria (Office) - Hub
Ghana*** ECOWAS countries
West AfricaWest Africa
Angola (Office) – Stand Alone
DRC – Hub
Central AfricaCentral Africa
Italy – Stand Alone
Italy (Office)Italy (Office)
Botswana
Malawi
SADCSADC
Zimbabwe
Lesotho
Mozambique Zambia
Namibia
Notes: ** 1 Trade Relations Manager will be appointed – approved by Board (Shanghai, South Korea, Russia, Scandinavia as well as Tanzania and Uganda)
*** Future Plans
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 13 © South African Tourism 2012
Contents
• Vision, Mission and Mandate
• Steps of Portfolio Review and Hub Strategy
• Africa Growth Strategy
• Domestic Tourism Strategy
• Strategic Objective Annual Targets, Performance
• Break down of Tourism Budget
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 14 © South African Tourism 2012
MTEF Allocation to Aggressively Grow Africa
Objectives to Drive Growth from the Continent to meet NTSS Target
•Increasing regional awareness of South Africa as a tourism and leisure destination.
•Increase arrivals and spend from Africa to contribute to GDP and job creation.
•In SADC, our market penetration is high but opportunities exist to promote repeat travel and to turn shoppers into holiday travel.
•In Africa Air markets, sizable opportunity exists to attract high value business and leisure travellers.
•Setting up five marketing offices in key African markets by 2020.
•Implementation of regional tourism programmes.
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 15 © South African Tourism 2012
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 16 © South African Tourism 2012
Contents• Vision, Mission and Mandate
• Steps of Portfolio Review and Hub Strategy
• Africa Growth Strategy
• Domestic Tourism Strategy
• Strategic Objective Annual Targets, Performance
• Break down of Tourism Budget
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 17 © South African Tourism 2012
Domestic Tourism Strategy
Updated SAT 2013/14 APP and 5YR StratPlan
Slide no. 18 © South African Tourism 2012
Key Initiatives
• Complete Brand Audit of current Domestic Tourism
Campaign
• Re-launch new improved strategic Domestic Campaign,
aligned with 5 segments
• Apply digital best practice, integrated into new campaign
execution
• Engage low cost airlines to improve regional distribution
• Radio DJ Programmes
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 19 © South African Tourism 2012
Contents
• Vision, Mission and Mandate
• Steps of Portfolio Review and Hub Strategy
• Africa Growth Strategy
• Domestic Tourism Strategy
• Strategic Objective Annual Targets, Performance
• Break down of Tourism Budget
Slide no. 20 © South African Tourism 2012
Strategic Outcome Oriented Goals, Goal Statement and ObjectivesStrategic Outcome Oriented Goal
Increased Contribution of the tourism sector to inclusive economic growth
Goal Statement Implement marketing strategies that increase arrivals and increase tourism spend thereby growing tourism’s contribution to SA economy
Strategic Objective
Objective Statement Baseline Justification NTSS Alignment & Objectives
1 Increase foreign visitor arrivals to SA
Implement an international marketing strategy to increase arrivals from 9 933 966 (2009) to 15 million (2020)
9.933.966(2009)
More foreign visitors will yield more tourism spend resulting to increased GDP contribution
15m
2 Increase domestic tourism in SA
Implement the domestic tourism strategy to increase the number of travellers from 13.5 million (2012) to 18 million (2020)
13.5m(2010)
Making SA more attractive to South Africans. This will increase tourism spend and GDP contribution
14.6 – 18m travellers30 – 54m trips4 – 9m holiday trips
3 Increase tourism trended revenue contribution to the economy
Attract tourist that will ensure that the trended revenue contributes to SA economy more than 1.5% growth per year
Average spend/arrival R11.646 (2010) = Total revenue: R99.6m
Attract tourists that will increase trended revenue contribution to GDP
R499bn (50-60% domestic contribution)225 000 additional jobs
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 21 © South African Tourism 2012
Strategic Outcome Oriented Goals, Goal Statement and ObjectivesStrategic Outcome Oriented Goal
Increased Contribution of the tourism sector to inclusive economic growth
Goal Statement Implement marketing strategies that increase arrivals and increase tourism spend thereby growing tourism’s contribution to SA economy
Strategic Objective
Objective Statement Baseline Justification NTSS Alignment & Objectives
4 Increase SA brand awareness
Positioning as the most preferred Tourism brand by 2015 in order to reaffirm the brand promise
79% (2010) Making SA more attractive to visitors and results in increased spend
Aligned
5 Provide quality assurance for tourism products
Implement the tourism grading system to increase graded establishments by 10%
4.886 (2011/12)
Marketing through word of mouth of the quality experience offered in SA
Aligned
6 Increase business events
Market SA as a meetings destination and provide support for bids
None Selling SA as a “Meetings Destination”
Aligned
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 22 © South African Tourism 2012
Strategic Outcome Oriented Goals, Goal Statement and ObjectivesStrategic Objective
Key Perform -ance Indicator
Audited Outcome/ Actual Performance
Estimated Perform-ance
Medium Term Targets
2009 / 10
2010 / 11
2011 / 12
2012/13 2013/14
Quarterly Targets
2014/15 2015/16
Increase foreign visitor arrivals to SA
# of foreign visitor arrivals(annually)
9 933 966(2009)
11 395 700
12 255 155
12 518 310
13 021 979
Q1: 3 125 275Land: 2 277 572Air: 777 779
13 300 5352.2% Land: 10 048 643Air: 3 251 892Tourist arrivals estimate: 8 987 279
13 579 9992.1% Land: 10 257 533Air: 3 322 466Tourist arrivals estimate: 9 256 597
Q2: 2 995 055Land: 2 260 193Air: 800 039
Q3: 3 385 715Land: 2 515 665Air: 835 819
Q4: 3 515 934Land: 2 595 434Air: 959 434
Increase domestic tourism in SA
# of domestic travellers
14.6m 13.5m 13.9m 14.5m 15.0m Q1: 4m 15.6m 4%
16.2m3.8%
Q2: 4m
Q3: 3m
Q4: 4m
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 23 © South African Tourism 2012
Strategic Outcome Oriented Goals, Goal Statement and Objectives
Strategic Objective
Key Performance Indicator
Audited Outcome/ Actual Performance
Estimated Performance
Medium Term Targets
2009/10
2010/11
2011/12
2012/13
2013/14 Quarterly Targets
2014/15 2015/16
Increase tourism trended revenue contribution to the economy
Amount of Trended revenue
R8 100
R8 400
R8 600
R12 536 (NITS)
R115.4b(TFDS)
Q1: R27.7b
R119.6b(TFDS) 3.6%
R124 b (TFDS) 3.6%
Q2: R26.5 b
Q3: R30 b
Q4: R31.2b
Increase SA brand awareness
Brand Awareness
79% 79% 77% 79% 79% N/A 80% 80%
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 24 © South African Tourism 2012
Strategic Outcome Oriented Goals, Goal Statement and Objectives
Provide quality assurance for tourism products
# of graded establishment
8196 5 932 4 886 6 172 6 789(1 086 New 5 703 renewals)
Q1: 1 697(198 new +1 499 renewals)
7 468(1 195 new + 6 273 renewals)
8 215(1 314 new + 6 901 renewals)
Q2: 1 697(30/09/’13)231 new + 1 466 renewals
Q3: 1 697(31/12/’13)271 new & 1 426 renewals
Q4: 1698(31/03/’14)386 new & 1 312
Increase business events
# of delegates
N/A N/A N/A 18 000 delegates at international conventions
56 000 delegates at international conventions
N/A 58 500 delegates at international conventions
61 500 delegates at international conventions
Strategic Objective
Key Performance Indicator
Audited Outcome/ Actual Performance
Estimated Performance
Medium Term Targets
2009/10 2010/11 2011/12 2012/13 2013/14 Quarterly Targets
2014/15 2015/16
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 25 © South African Tourism 2012
Number of Graded Establishments - as at end March 2013
Non-Hotel Accommodation EC FS GP KZN LP MP NW NC WC
Grand Total
Backpacker & Hostelling 15 3 8 9 1 4 3 1 41 85
Bed & Breakfast 212 21 193 260 25 37 36 35 360 1 179
Caravan & Camping 19 6 1 9 7 6 11 4 28 91
Country House 31 3 24 17 8 9 4 2 72 170
Guest House 237 64 451 150 56 113 110 79 624 1 884
Lodge 53 11 44 57 81 48 13 45 30 382
Self Catering 117 30 103 190 80 67 35 27 908 1 557Non-Hotel Accommodation Total 684 138 824 692 258 284 212 193 2 063 5 348
Hotel Total 57 23 174 108 32 34 26 21 183 658Accommodation Grand Total 741 161 998 800 290 318 238 214 2 246 6 006MESE Total (Business Tourism) 5 21 79 7 14 18 13 14 17 188Grand Total Graded Properties 746 182 1 077 807 304 336 251 228 2 263 6 194
Annual Target was 6 172
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 26 © South African Tourism 2012
Number of Bids Secured for South Africa: 2013 - 2017
Total Bids Total Number of Days
Estimated Delegate Numbers
Estimated Economic Impact
38 Secured 159 57150 R 680 008 000.00
Bids 2013
Total Bids Total Number of Days
Estimated Delegate Numbers
Estimated Economic Impact
21 Secured 91 45600 R 588 420 000.00
Bids 2014
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 27 © South African Tourism 2012
Number of Bids Secured for South Africa: 2013 - 2017
Total Bids Total Number of Days
Estimated Delegate Numbers
Estimated Economic Impact
16 Secured 79 48100 R 659 680 000.00
Bids 2015
Total Bids Total Number of Days
Estimated Delegate Numbers
Estimated Economic Impact
10 Secured 51 40550 R 649 460 000.00
Bids 2016
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 28 © South African Tourism 2012
Number of Bids Secured for South Africa: 2013 - 2017
Total Bids Total Number of Days
Estimated Delegate Numbers
Estimated Economic Impact
2 Secured 9 4500 R 57 400 000.00
Bids 2017
# Of Meetings Estimate Delegate Numbers
Estimated Economic Impact
19 46 210 R616 million
Bids 2017
Updated SAT 2013/14 APP and 5YR StratPlan
Slide no. 29 © South African Tourism 2012
Contents
• Vision, Mission and Mandate
• Steps of Portfolio Review and Hub Strategy
• Africa Growth Strategy
• Domestic Tourism Strategy
• Strategic Objective Annual Targets, Performance
• Break down of Tourism Budget
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 30 © South African Tourism 2012
Revenue & Expenditure Estimates
Revenue2009/10
2010/11
2011/12
2012/13 2013/14 2014/15 2015/16
ENE Estimate
Adjust-ment
Approved
Rand Thousand
Audited
Audited
Audited
Budget Budget Budget Budget BudgetEstimate*
1Government grant
698,949
631,685
668,613
753,303 753,303 829,973 875,844 880,772
2TOMSA levies
75,490104,973
98,169 78,000 78,000 87,472 82,000 85,772
3Indaba & Meetings Africa
38,503 38,803 37,868 40,059 40,059 42,464 41,677 43,594
4Grading fees (note 1)
16,692 6,376 5,284 14,050 14,050 15,736 14,618 15,290
5Sundry revenue
37,109 52,567 19,045 26,668 26,668 16,667 27,635 28,906
Total866,744
834,404
828,979
912,080 912,080 992,3121,041,774
1,054,334
Note 1: Only the net grading revenue after the deduction of assessor fees were disclosed in the audited Annual Financial Statements for 2010/11 and 2011/12 respectively.
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 31 © South African Tourism 2012
Revenue & Expenditure EstimatesName of the Goal
2009/10
2010/11 2011/12 2012/13 2013/14 2014/15 2015/16
ENE Estimate
Adjust-ment
Approved
in Rand Audited Audited Audited Budget Budget Budget
Major Goal853,391
856,088 863,295 912,080 - 912,080 992,3121,041,774
1,054,334
1
Increase foreign visitor arrivals coming to South Africa
233,013
224,655 257,502 249,495 - 249,495 336,952 353,940 352,321
-International 199,495 199,495 252,952 269,940 268,321- Regional Africa
50,000 50,000 84,000 84,000 84,000
2
Increase domestic tourism in South Africa
40,000 40,000 42,400 43,672 44,000
3
Increase tourism trended revenue contribution to the economy
292,488
296,953 290,367 271,711 271,711 336,952 353,940 352,321
4
Marketing Increase SA Brand Awareness
292,487
296,953 290,367 271,712 271,712 206,828 219,238 232,392
5
Provide quality assurance for tourism products
35,403 37,527 25,059 39,689 39,689 37,115 37,377 39,300
6Increase business events
39,473 39,473 32,065 33,607 34,000
Total853,391
857,809 863,295 912,080 - 912,080 992,3121,041,774
1,054,334
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 32 © South African Tourism 2012
SA Tourism Budget (Breakdown)Country Office Expense Budgets
Grand 2013/14 total Grand 2012/13 total Grand 2013/14 total Grand 2012/13 total
Other ope- Marketing ex- Overheads and Overheads and overheads and overheads and
rating penses excl CRM marketing marketing marketing marketing
Country offi ce Currency HR Net premises expenses and Hosting CRM Hosting budget budget budget in ZAR budget in ZAR
in diff. currencies in diff. currencies
1. USA USD 988 803 593 609 134 484 4 156 531 247 343 777 154 6 897 924 6 756 047 65 323 340 60 998 994 2. UK GBP 578 302 59 907 143 246 1 836 662 457 093 419 250 3 494 460 3 425 941 49 726 166 46 361 208 3. Germany EUR 629 970 193 763 132 253 2 697 458 224 901 515 710 4 394 055 4 307 897 51 454 384 49 875 110 4. France EUR 724 605 244 388 65 324 1 528 728 136 515 363 447 3 063 007 3 002 948 35 867 812 34 766 930 5. Netherlands EUR 403 413 83 601 106 896 1 349 421 127 300 277 389 2 348 020 2 301 981 27 495 314 26 651 415 6. Italy EUR 378 640 84 547 79 452 541 821 70 179 105 517 1 260 156 1 235 447 14 756 427 14 303 516 7. India INR 6 278 532 8 064 178 9 831 087 74 231 579 2 343 421 16 215 882 116 964 679 114 558 941 27 691 388 21 033 022 8. China CNY 1 521 145 591 483 490 207 12 248 869 454 752 2 335 538 17 641 994 14 634 665 23 816 692 16 653 707 9. Japan JPY 17 949 246 16 915 811 10 017 780 49 418 160 2 056 266 9 083 722 105 440 985 103 882 744 12 639 571 8 696 901 10. Australia AUD 601 523 132 563 72 257 1 990 215 120 986 360 683 3 278 227 3 188 937 32 683 923 23 419 551 11. Angola USD 176 745 58 915 58 915 859 350 60 517 290 484 1 504 926 1 009 930 14 251 649 9 118 456 12. Nigeria USD 104 102 156 151 38 765 1 720 531 312 044 312 044 2 643 637 1 588 159 25 035 247 14 341 080 13. Brazil (Am) USD 203 522 45 227 2 008 676 2 257 425 1 206 359 21 377 815 10 893 420 14. Kenya USD 90 985 123 104 37 553 1 156 327 168 695 210 286 1 786 950 1 062 625 16 922 417 9 595 500
Overhead mainline items Marketing expense mainline items
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 33 © South African Tourism 2012
Budget for Africa Growth Strategy
BREAKDOWN OF PROJECT AFRICA GROWTH
2013/14 2012/13
CONTRIBUTION TO ANGOLA OFFICE BUDGET 10 688
737 6 838 842
CONTRIBUTION TO NIGERIA OFFICE BUDGET 18 776
435 10 755 810
CONTRIBUTION TO KENYA OFFICE BUDGET 12 691
812 7 196 625 CONTRIBUTION TO OFFICE OPENING EXPENDITURE KENYA 1 MAR ‘14
1 850 000
CONTRIBUTION TO OFFICE OPENING EXPENDITURE NIGERIA 1 MAR ‘13 1 500 000
CONTRIBUTION TO AFRICA HEAD OFFICE BUDGET 3 553
652 4 930 158
DRC 1 985
625 1 985 625
BOTSWANA, ZIMBABWE AND ZAMBIA 1 658
250 1 658 250
MOZAMBIQUE AND MALAWI 1 658
250 1 658 250
LESOTHO, SWAZILAND AND NAMIBIA 1 658
250 1 658 250 PROMOTION OF DOMESTIC EVENTS IN NEIGHBOURING SADC
5 008 000 5 008 000
CONTRIBUTION TOWARDS AFRICAN RESEARCH 12 854
027 2 143 344 CONTRIBUTION TOWARDS AFRICA E-MARKETING INCLUDING SOCIAL MEDIA AND MOBI
8 241 962 1 516 847
AFRICA SHARE OF ADVERTISING AGENCY FEES 3 375
000 3 150 000
CONTRIBUTION TOWARDS AFRICA CONTINENT MEDIA
- -
84 000
000 50 000 000
Strategic Plan & Annual Performance Plan - 23 April 2013
Slide no. 34 © South African Tourism 2012
Other Resource Considerations• Expected expenditure growth at CPIX except for the
Marketing functional units where emerging economies and domestic market will expend more.
• Staff increase expected from 189 to 194.
• Estimated CAPEX of R21.58 (2012/13) and R18.75m (2013/14) in respect of opening of new offices – Brazil, Nigeria, Angola and Kenya estimated.
• Estimated CAPEX of R5m (2012/13) and R6.29m (2013/14) in respect of HQ Office extension for Phase 1 and 2 respectively.
• Estimated R13.08m (2012/13) and R10.6m (2013/14) for software, hardware, vehicles and lease improvements.
Strategic Plan & Annual Performance Plan - 23 April 2013
Thank You