MANDATE AND KEY STRATEGIC OBJECTIVES The mandate of SA Tourism is ... Sustainable GDP growth Sustainable job creation Redistribution and transformation Increase in tourist volume Increase in tourist spend Increase in length of stay ... through six key objectives ... Improved geographic spread Improved seasonality patterns Promoting transformation Understand the market Choose attractive segments Market the destination ... by acting in a focused way to... Facilitate the removal of obstacles Facilitate the product platform Monitor and learn from tourist experiences

MARKETS DEFINED 2014-2016 WATCH-LIST MARKETS • Malawi • Swaziland • Ethiopia • Argentina • New Zealand • Austria • Denmark • Belgium • Norway • Sweden • Finland • Turkey • Spain INVESTMENT MARKETS • DRC • Lesotho • Canada • Zimbabwe • Japan • Botswana • Ghana • Uganda • South Korea • Italy • Russia CORE MARKETS • Angola • Mozambique • Kenya • Nigeria • Domestic (South Africa) • USA • Australia • France • Germany • Netherlands • UK • Tanzania • Brazil • China (incl. Hong Kong) • India TACTICAL MARKETS • Namibia • Zambia • UAE • Switzerland • Singapore STRATEGIC IMPORTANCE • Egypt • Israel • Saudi Arabia • Morocco • Tunisia • Malaysia

TOURIST ARRIVALS 2013 5. Australasia 1. Africa 2. Europe • 4% 1. Africa • 6,889,389 arrivals • 3.8% 6. Central and South America • 129,463 arrivals • 8% 2. Europe • 1,494,978 arrivals • 7% Largest long-haul traffic for South Africa 3. Asia • 435,076 arrivals • 9.2% 3. Middle East • 57,382 arrivals • 5.9% 4. North America • 417,582 arrivals • 6.1% 8. Indian Ocean Islands • 24,394 arrivals • 13.3% Largest traffic overall for South Africa GRAND TOTAL 9,616,964 arrivals 4.7% up from 2012

KEY SEGMENTS

Traditionally wealthier, Experienced international travellers Between 40-60 years old. Prefer independent or small group travel The NSSA segment represents our traditional market. They are wealthier experienced international travellers, usually between the ages of 40 and 60 whose children (if any) have left home. They typically look for natural beauty and authentic cultural experiences. They prefer independent or small group travel, and look for luxury and comfort as part of their experience. Safety is a key consideration when choosing a new destination. Safari is a big draw-card when travelling to Africa. Seeking natural beauty and authentic cultural experiences. Luxury and comfort is key Safari is a big draw card when travelling to Africa Safety and security is an important consideration when choosing a destination

They have considerable travel experience Looking for experiences centered on nature, culture and adventure, with a strong liking for the ‘urban vibe’ Drawn to emotional appeal of a destination Most positive about South Africa Also want to travel the world The “Wanderluster” segment is made up of younger singles or couples between the ages of 25 and 40 and generally do not have children. They are young urban professionals earning higher incomes, and they already have considerable travel experience. Their desired experience centres on nature, culture and adventure with a strong liking for “urban vibe”. While also concerned with issues of safety and comfort, these consumers are driven more by the emotional appeal of a destination compared to the more practical NSSAs. They are generally more positive about South Africa in every market than any other segment but they also want to travel the world. Younger urban professionals ,singles or couples aged 25 - 40 year olds Higher income earners, with considerable travel experience

Welcome is a South African Tourism initiative that aims to create and sustain engagement, information sharing and education with industry stakeholders The Welcome initiative is for all members of the tourism industry, from seasoned tourism business owners to thriving start-ups

WELCOME AV

WEBSITE Southafrica.net/welcome Newly launched

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Aneshree Rambally TRM: Product +27 (0)11 895 3101 aneshree@southafrica.net For more information, or to book a Welcome insights session in your town, contact: