Topic : Domestic Tourism Growth Strategy

CAPS TRAINING

INTRODUCTION

The Tourism Growth Strategy project started in 2001. The objective was to develop a data driven strategy so that SA Tourism could market South Africa more effectively in the increasingly competitive global tourism and travel market. The strategy was launched at our annual tourism Indaba in Durban in May 2002. The first phase of the project culminated with the adoption of the strategy by Cabinet in July 2003.

Travel and tourism is vulnerable to global events, so the Tourism Growth Strategy (TGS) was meant, from the outset, to be a ‘living’ document that sets out a vision for tourism, and then provides a framework for making the hard on-going choices about marketing investments against the best return measured by our mandate in the Tourism Act.

Sustainable and responsible tourism

  Young and up-coming

Independent young couples and families

Striving families

Well-off homely couples

Home-based low-income couples

Older families with basic needs

Golden active couples

Ave length of stay

             

Decide to travel, (days in advance)

             

Transport              

Life style: refer to children e.g. school, university

             

Where from? (Provinces?)

             

Where to? (Provinces?)

             

When (Months)              

ACTIVITY: MARKET SEGMENTSComplete the table

Domestic Tourism Strategy was launched in 2004

Domestic travel is a newer area of focus in the Tourism Growth Strategy. The domestic strategy is based on research done in 2003 and was launched at Indaba 2004 in Durban. It is a logical growth as domestic travel serves a number of functions in most travel markets:

1. It is bedrock of the tourism sector in South Africa and contributes significantly to the business with more than 36 million trips recorded in 2005

2. It has untapped potential and presents an opportunity for growth given that holiday travel accounted for 32% of total value captured in 2005

3. The domestic market provided the base-load of tourism volumes and value, particularly to the majority of the provinces that are off the well-trodden path of international tourism

Sources to use